Arroz Florhuila

What Arroz Florhuila does

Arroz Florhuila is a Colombian mass-market consumer packaged goods company that produces and distributes packaged rice under the "Florhuila" brand — marketed since the 1970s as "El Arroz de los Colombianos." The company operates as part of Organización Roa Florhuila S.A. (ORF S.A.), one of Colombia's most important agroindustrial groups. Its origins date to 1938 when Efraín López and Inocencio Campos founded Molino Florhuila Limitada in the Huila department; the company established its current primary mill at kilometer 28 on the Neiva-Campoalegre road in 1961 and reorganized under its present legal name on December 29, 2014. Corporate headquarters are in Neiva, Huila, and it serves Colombian households across all regions of the country through retail distribution.

The product portfolio consists of three rice varieties: Florhuila con Vitaminas (traditional rice fortified with Vitamin A and Folic Acid, available in 250g through 10kg pack sizes), Florhuila Platino (premium white rice with whole selected grains, available in 250g to 1kg), and Florhuila Integral (whole grain brown rice, gluten-free and cholesterol-free, available in 1kg). Production is anchored by electronic grain selection and classification equipment imported from Japan and the United States, adopted in 1992 to enforce consistent quality standards across volumes. Three production plants — Campoalegre (Huila, the original 1961 mill), Villanueva, and Casanare (both acquired and modernized in 2008) — supply the national retail footprint.

The business model is direct-to-consumer packaged goods: Florhuila sells its rice through retail stores and supermarkets across Colombia with no disclosed pricing or subscription structure. Marketing relies on cultural campaigns tied to Colombian regional identity and gastronomy (e.g., "Descubre lo rico que es Colombia con Florhuila", "Historias de Riqueza"), live cooking events ("Paseos de Olla"), recipe content, and organic social presence across Facebook, Instagram, YouTube, and LinkedIn. The company is privately held with no external equity or venture funding disclosed in the source material, and no financial figures (revenue, headcount beyond a firmographic 1-10 figure that appears inconsistent with the described scale) are publicly available.

Name

Arroz Florhuila

Legal name

ORGANIZACIÓN ROA FLORHUILA S.A.

Website

https://florhuila.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1–10 employees

Short description

Arroz Florhuila is a Colombian mass-market packaged rice brand operated by Organización Roa Florhuila S.A. (ORF S.A.). It produces three rice varieties — vitamin-enriched, premium Platino, and whole-grain Integral — and distributes them through retail stores across all regions of Colombia.

Ownership category

akta.pro rank

Product category

Packaged Rice

NAICS

Rice Milling (311212), Food Manufacturing (311)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)

akta.pro secondary industry

International & Ethnic Packaged Foods (CRADAAAG)

Keywords

• Packaged rice products
• Rice milling
• Consumer packaged goods
• Rice varieties
• Agroindustrial rice production

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Rice Product Sales: Sale of packaged rice products through retail channels across Colombia. The company produces three varieties of rice: Florhuila con Vitaminas, Florhuila Platino, and Florhuila Integral, sold in various package sizes from 250g to 10kg.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Arroz Florhuila produces and sells packaged rice for Colombian households across three varieties: Florhuila con Vitaminas (rice enriched with Vitamin A and Folic Acid), Florhuila Platino (premium white rice with whole, selected grains), and Florhuila Integral (whole grain brown rice). Products are sold in package sizes ranging from 250g to 10kg through retail stores nationwide. The company operates rice processing and milling plants in Campoalegre, Villanueva, and Casanare, using electronic grain selection and classification equipment.

Product overview

Arroz Florhuila is a Colombian rice brand that offers three rice varieties: Florhuila con Vitaminas (traditional vitamin-enriched rice), Florhuila Platino (premium grade rice with finer grains), and Florhuila Integral (brown rice for health-conscious consumers). The company was founded in 1961 and is part of Organización Roa Florhuila S.A. (ORF S.A.), one of Colombia's most important agroindustrial groups.

Differentiator

Problem solved

Functional benefit

Brands

• Florhuila con Vitaminas: Traditional enriched rice fortified with Vitamin A and Folic Acid, available in 250g, 500g, 1.000g, 2.500g, 3.000g, 5.000g and 10.000g presentations.
• Florhuila Platino
• Florhuila Integral

Products and services

• Florhuila con Vitaminas Traditional rice enriched with Vitamin A and Folic Acid, electronically selected and classified for high quality standards. Designed as the preferred traditional rice for Colombian typical dishes. Available in 250g, 500g, 1.000g, 2.500g, 3.000g, 5.000g and 10.000g package sizes.
• Florhuila Platino Premium rice variety with finer, whole, white grains that are high-yielding and large. Positioned to transform normal dishes into extraordinary meals. Available in 500g, 1000g, and 250g package sizes.
• Florhuila Integral Brown whole grain rice, natural and healthy, free of cholesterol and trans fats, a good source of fiber that helps improve digestion, and gluten-free. Targeted at Colombian families seeking nutritious rice of excellent quality. Available in 1000g package size.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Riviana Foods: U.S. rice company marketing multiple heritage rice brands (including Mahatma and Carolina) with nationwide retail distribution. Comparable to Florhuila as a multi-brand rice processor leveraging scale milling and branded retail positioning.
• Alpina: Major Colombian food company with leading brands across dairy and packaged foods. Comparable as a domestic food manufacturer leveraging brand heritage, nationwide distribution, and Colombian consumer identity to compete in staples categories.
• Grupo Nutresa: Colombia's largest packaged food conglomerate with a diversified portfolio across multiple categories. Comparable as a Colombian CPG incumbent with strong retail distribution and brand-building capabilities in food.
• Riceland Foods: Large U.S. rice and grain cooperative operating rice milling and packaging at scale. Comparable to ORF S.A. (parent of Florhuila) as a vertically integrated rice processor supplying packaged rice to retail channels.
• Mahatma Rice: Long-established packaged rice brand with strong brand recognition in its core market. Comparable to Florhuila as a heritage rice brand relying on consumer loyalty and broad retail distribution in the staple rice category.

Direct peers

• Roa (Molino Roa): Direct domestic competitor in Colombian packaged rice. Roa and Florhuila are both organized under Organización Roa Florhuila S.A. (ORF S.A.), making them sister brands in the same product category serving identical retail channels with similar packaged-rice offerings.
• Diana (Arroz Diana): One of the leading packaged rice brands in Colombia, directly competing with Florhuila across retail channels. Targets the same Colombian household segment with similar traditional and premium rice varieties.
• Supremo (Arroz Supremo): Established Colombian packaged rice brand competing head-to-head with Florhuila in retail. Operates in the same mass-market CPG category with similar product formats and price positioning.

Emerging players

• Hacendado (Mercadona private label): Private-label packaged rice brand operated by Spanish retailer Mercadona. Comparable as a private-label competitive pressure point illustrating the price-driven competition Florhuila faces from retailer-owned brands in the packaged rice category.

Others

• Cargill Rice: Global agribusiness with a rice origination, milling, and trading business. Comparable as a large-scale rice industry participant relevant for input supply, commodity pricing dynamics, and competitive context in which Florhuila operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@florhuilaoficial194
• Facebookfacebook.com/arrozflorhuilaoficial
• LinkedInlinkedin.com/company/florhuila
• Instagraminstagram.com/arroz_florhuila
• Xx.com/arroz_florhuila

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arroz Florhuila