Asocolflores

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.

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

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

• Floriculture trade association
• Flower export promotion
• Sustainable flower certification
• Cut flower trade fair
• Floriculture innovation center

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. 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.
2. 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

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• SENA (Servicio Nacional de Aprendizaje)coreStrategic or Co-development Partner · 1 July 2026Alliance 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)majorGTM or Marketing Partner · 1 July 2026Flowers 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 FlowersminorGTM or Marketing Partner · 1 July 2026Queen 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, CafamminorStrategic or Co-development Partner · 1 January 2026Public employment agencies partnering with Asocolflores for labor inclusion initiatives, including hiring people with disabilities. These partnerships support recruitment and linking processes for affiliated companies.
• VaxTheraminorStrategic or Co-development Partner · 1 January 2025VaxThera 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)coreStrategic or Co-development Partner · 1 October 2024Asocolflores 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.
• CeniflorescoreStrategic or Co-development PartnerCeniflores 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.
• FlorverdecoreStrategic or Co-development PartnerInternational 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.
• ProfloracoreChannel Partner/ Reseller/ DistributorProflora 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

Direct 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

• Xx.com/asocolflores
• YouTubeyoutube.com/@asocolflores/featured
• Facebookfacebook.com/Asocolflores
• LinkedInlinkedin.com/company/asocolflores

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Asocolflores