Asocolflores
Asocolflores is a Colombian non-profit trade association founded in 1973 that represents flower exporters through advocacy, sustainability certification (Florverde), innovation support (Ceniflores), the Proflora trade fair, and the Flowers of Colombia sector brand.
- Company typePrivate
- Founded1973
- HeadquartersBogotá, Colombia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Asocolflores does
Asocolflores (Asociación Colombiana de Exportadores de Flores) is a Colombian non-profit trade association founded in 1973 that represents flower exporting companies operating in Colombia. Headquartered in Bogotá with regional offices in Antioquia and Pereira, the association serves as the unified representative body for the Colombian floriculture sector in trade, regulatory, and sustainability matters, and it promotes Colombian flowers across more than 100 export markets. Leadership is held by Executive President Laura Valdivieso Jiménez, with a small staff in the 11-50 range.
The association's core offering is structured around four branded programs. Florverde Sustainable Flowers is the internationally recognized certification guaranteeing socially and environmentally responsible flower production. Ceniflores functions as the sector's innovation center and runs the recurring José María "Pepe" de la Torre Innovation Awards. Proflora is one of the world's most important international fresh-cut flower trade fairs, connecting Colombian growers with global buyers. The Flowers of Colombia sector brand unifies export promotion. A Dirección Nacional de Pequeños Productores (DNPP) extends the association's reach to small-scale producers, and training alliances such as the one with SENA support workforce development.
Asocolflores' business model is membership-funded: affiliated flower exporting companies pay dues, supplemented by Proflora trade fair revenue and certification-related fees. The association monetizes its representational role by acting as the collective voice in trade negotiations (including U.S. Section 301 tariff defense), by operating Proflora as a paid commercial platform for buyers and sellers, by licensing the Florverde certification, and by coordinating training and innovation programs. Its customers are member exporters rather than end consumers of flowers, which makes the model B2B-trade-association rather than transactional.
Asocolflores firmographics
Firmographics- Name
- Asocolflores
- Legal name
- Asociación Colombiana de Exportadores de Flores – Asocolflores
- Website
- https://asocolflores.org
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Asocolflores is a Colombian non-profit trade association founded in 1973 that represents flower exporters through advocacy, sustainability certification (Florverde), innovation support (Ceniflores), the Proflora trade fair, and the Flowers of Colombia sector brand.
- Ownership category
- akta.pro rank
Asocolflores industry classification
Industry- Product category
- Floriculture Industry Trade Association
- NAICS
- Floriculture Production (111422)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industries
- Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Organic Floriculture & Nursery Crop Production (Ornamentals, Seedlings) (AFAGAKAJ)
Keywords
Where Asocolflores is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices3 records
Markets served
Asocolflores business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Membership Fees: Asocolflores operates as a trade association funded by membership fees from affiliated flower exporting companies. The association provides representation, advocacy, training, certification support, and international promotion services to its members.
- Proflora Trade Fair: Organization of Proflora, the world's most important fresh cut flower fair, which serves as a major industry event attracting international buyers and providing exposure for Colombian flower exporters.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Asocolflores product offering
Product offeringCore offering
Asocolflores is the Colombian Association of Flower Exporters, a non-profit trade association that represents Colombian floriculture companies. It provides sector advocacy and tariff defense, sustainability certification through the Florverde Sustainable Flowers program, innovation support via the Ceniflores center, international promotion through the Flowers of Colombia brand, and organizes the Proflora trade fair — the world's largest fresh-cut flower fair.
Product overview
Asocolflores (Asociación Colombiana de Exportadores de Flores) is the Colombian Flower Exporters Association, representing the floriculture sector. The organization offers its member companies a portfolio of services including sustainability certification through Florverde Sustainable Flowers, innovation support via Ceniflores (the Innovation Center), international promotion through the Flowers of Colombia sector brand, and trade facilitation through the Proflora flower fair. These offerings work together to support Colombian flower exporters with sustainability certification, innovation, market access, and international positioning.
Differentiator
Problem solved
Functional benefit
Brands
- Florverde Sustainable Flowers: International certification guaranteeing socially and environmentally responsible production of flowers.
- Ceniflores
- Proflora
- Flowers of Colombia
Products and services
- Florverde Sustainable Flowers Certification International sustainability certification program that guarantees socially and environmentally responsible production of flowers for affiliated Colombian flower exporters and their international buyers.
- Ceniflores Innovation Center Innovation center supporting research, development, and innovation initiatives for the Colombian floriculture sector, including awards programs and innovation support services for member companies.
- Proflora Trade Fair International trade fair for fresh-cut flowers organized by Asocolflores, bringing together Colombian producers and international buyers as the premier B2B event for the global floriculture industry.
- Flowers of Colombia Sector Brand Sector brand and international promotion program that represents the diversity and quality of Colombian flowers to international markets, designers, and buyers through marketing and event participation.
Quantifiable outcome
- 80% of Colombian flower exports go to the United States market
- +4 more outcomes
Companies that use Asocolflores
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Asocolflores technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Asocolflores partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- SENA (Servicio Nacional de Aprendizaje)coreAlliance between Asocolflores and SENA providing voluntary and free training programs for affiliated companies, including labor competency certification, technical updates, and specialized support. Particularly focuses on small producers through the DNPP, offering certification in competencies like 'Condition ornamental plants according to technical recommendations' and Good Agricultural Practices training.
- American Institute of Floral Designers (AIFD)majorFlowers of Colombia (Asocolflores brand) was a sponsor of the AIFD Symposium 2026, one of the most important flower industry events in the United States. This positioning allows Asocolflores to promote Colombian flowers to American designers and buyers.
- Queen's FlowersminorQueen Flowers collaborated with Flowers of Colombia (Asocolflores) during the AIFD Symposium 2026 Spotlight Stage presentation, combining the perspective of Colombian producers with the practical experience of a florist working daily with Colombian flowers.
- Compensar, Comfama, Colsubsidio, CafamminorPublic employment agencies partnering with Asocolflores for labor inclusion initiatives, including hiring people with disabilities. These partnerships support recruitment and linking processes for affiliated companies.
- VaxTheraminorVaxThera partnered with Asocolflores Regional Antioquia to provide over 4,300 vaccines to collaborators of affiliated companies, demonstrating commitment to worker health and wellbeing.
- Consejo Gremial Nacional (CGN)coreAsocolflores participated in COP16 through the CGN, joining 32 of the country's most important business guilds and productive sectors. The association was part of the panel 'Integrating biodiversity in the agroindustrial sector' organized by CGN with the National Water and Biodiversity Center of ANDI.
- CeniflorescoreCeniflores is the Center for Innovation of Colombian Floriculture, established by Asocolflores to drive research, development, and innovation in the floriculture sector. It organizes the José María 'Pepe' de la Torre Innovation Awards and supports innovation initiatives among members.
- FlorverdecoreInternational certification that guarantees socially and environmentally responsible flower production. Asocolflores supports the Florverde Sustainable Flowers standard, which has become an internationally recognized benchmark for the floriculture industry, audited independently.
- ProfloracoreProflora is the most important fresh cut flower fair in the world, organized by Asocolflores. It serves as the premier international B2B platform for Colombian flower exporters to connect with global buyers.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Asocolflores competitors and assessment
Company assessmentDirect peers
- Union Fleurs: International Flower Trade Association based in Belgium, representing national flower trade bodies across Europe. A direct peer given that Asocolflores performs a similar umbrella advocacy role for Colombian flower exporters at the global level.
- Kenya Flower Council: Industry body representing Kenyan flower exporters, with its own sustainability certification (Kenya Flower Council Silver/Gold). Comparable to Asocolflores in advocacy, sustainability certification, and international promotion of flowers from a single producing country.
- Royal Flora Holland: Dutch cooperative and the world's largest flower auction/trade platform. Directly comparable to Asocolflores in that both serve as central trade hubs and intermediation infrastructure for the global cut-flower industry, even though Royal Flora Holland operates an auction model rather than a trade-association model.
- World Federation of Florist & Floral Arrangement (WF&FLA): Global federation linking national florist associations. Comparable to Asocolflores in aggregating and representing floriculture industry interests across borders, although at the retail-florist level rather than the producer level.
- FLORINT: European Federation of Florist and Floral Arrangement Trades. A directly comparable industry trade association, organized on a national-membership basis and focused on professional promotion of the florist trade.
- Expoflores: Ecuadorian Association of Flower Producers and Exporters. A directly comparable national flower-exporters' association competing with Colombia in the same primary U.S. market.
Broad incumbents
- Society of American Florists (SAF): U.S. national trade association for the floral industry. Comparable as an industry umbrella body, but anchored on the demand side (U.S. florists) rather than the supply side (Colombian exporters) that Asocolflores represents.
Emerging players
- MPS (More Profitable Sustainability): International sustainability certification scheme for flowers and ornamentals. Overlaps with Asocolflores' Florverde program, making it a competing sustainability standard for the same global buyer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Asocolflores social profiles
Digital presenceAsocolflores financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asocolflores leadership team
Management profileNumber of profiles
Profiles3 records
Asocolflores subsidiaries and ownership
Company hierarchySubsidiaries1 record
Asocolflores funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asocolflores M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Asocolflores
What does Asocolflores do?
Asocolflores is the Colombian Association of Flower Exporters, a non-profit trade association that represents Colombian floriculture companies. It provides sector advocacy and tariff defense, sustainability certification through the Florverde Sustainable Flowers program, innovation support via the Ceniflores center, international promotion through the Flowers of Colombia brand, and organizes the Proflora trade fair — the world's largest fresh-cut flower fair.
Is Asocolflores a public or private company?
Asocolflores is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Asocolflores founded?
Asocolflores was founded in 1973. It employs 11 to 50 people.
Where is Asocolflores based?
Asocolflores is headquartered in Bogotá, Colombia, in the Latin America region.
How does Asocolflores make money?
Two revenue lines are on record. Membership Fees are the primary driver. The others are proflora Trade Fair.
Who are Asocolflores's main competitors?
Direct peers on record are Union Fleurs, Kenya Flower Council, Royal Flora Holland, World Federation of Florist & Floral Arrangement (WF&FLA), FLORINT and Expoflores. Society of American Florists (SAF) is listed as a broad incumbent. MPS (More Profitable Sustainability) is listed as an emerging player.
Does Asocolflores have an API?
No public API is recorded for Asocolflores.
What industry is Asocolflores in?
Asocolflores's product category is Floriculture Industry Trade Association. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAHAE, Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs). Its NAICS code is 111422 and its SIC code is 700.