FLORECAL SA
FLORECAL SA is a privately held Ecuadorian rose grower and exporter in Cayambe that cultivates proprietary standard, garden, tinted, and wedding rose varieties, selling globally to wholesale florists, event planners, corporate clients, and retail consumers via direct B2B and e-commerce channels.
- Company typePrivate
- Founded-
- HeadquartersCayambe, Ecuador
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What FLORECAL SA does
FLORECAL SA is a privately held Ecuadorian rose grower and exporter headquartered at Hacienda San Francisco in Cayambe, operating a single production farm at Panamericana Norte Km 2 1/2 in Ecuador's high-altitude equatorial rose belt. The company cultivates and exports fresh-cut roses organized into several branded lines: Standard Roses (including Exclusive and Signature sub-collections), Garden Roses (Garden, Garden Alike, and Garden Spray varieties), Signature Victorian roses, a Wedding Collection, and an extensive Tinted Roses line covering 15+ cultural and seasonal occasions such as Valentine's Day, Mother's Day, Christmas, Diwali, Dia de Muertos, Pride Month, Halloween, and the upcoming FIFA Mundial 2026. Differentiated varieties are highlighted through a Best Sellers list of named cultivars including Carnelian, Violet Hill, Star Platinum, Pink Amaretto, Brighton, and Govinda.
The company operates a hybrid go-to-market model combining a direct-to-consumer e-commerce storefront at florecal.online with traditional direct B2B sales via email and phone, supported by downloadable PDF catalogues and active social media presence on Instagram, Facebook, and Pinterest. Customer segments are wholesale florists and event planners (primary), corporate and hospitality bulk buyers, and retail consumers; pricing is quote-based and not publicly disclosed. With 52 employees, no disclosed funding history, no parent company, and a baseline ARCO+ Rights certification, FLORECAL presents as an independent, mid-sized specialty exporter whose growth hinges on proprietary variety development, seasonal assortment breadth, and direct-channel expansion rather than on scale or institutional backing.
FLORECAL SA firmographics
Firmographics- Name
- FLORECAL SA
- Legal name
- Florecal SA
- Website
- https://florecal.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FLORECAL SA is a privately held Ecuadorian rose grower and exporter in Cayambe that cultivates proprietary standard, garden, tinted, and wedding rose varieties, selling globally to wholesale florists, event planners, corporate clients, and retail consumers via direct B2B and e-commerce channels.
- Ownership category
- akta.pro rank
FLORECAL SA industry classification
Industry- Product category
- Cut Flower Production
- NAICS
- Floriculture Production (111422), Florists (45931), Greenhouse, Nursery, and Floriculture Production (1114)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where FLORECAL SA is headquartered
LocationHeadquarters
- HQ city
- Cayambe
- HQ country
- Ecuador
- HQ region
- Latin America
Offices1 record
Markets served
FLORECAL SA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Fresh Cut Roses and Garden Roses Export: Florecal generates revenue through the cultivation and sale of fresh cut Ecuadorian roses, garden roses, and specialty tinted roses to wholesale buyers, florists, event planners, and retail customers globally. The company operates their own farm in Cayambe, Ecuador, and sells directly through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing - no public tiers listed |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
FLORECAL SA product offering
Product offeringCore offering
FLORECAL SA is an Ecuadorian rose farm based in Cayambe that cultivates and sells fresh-cut roses through multiple branded collections, including Standard Roses, Garden Roses, Tinted Roses, Signature Victorian, and a Wedding Collection. The company grows its own proprietary and exclusive rose varieties at high altitude near the equator and exports them globally to wholesale florists, event planners, corporate buyers, and retail consumers via its own e-commerce storefront and direct sales.
Product overview
Florecal SA is an Ecuadorian rose farm offering a diverse portfolio of fresh-cut roses and specialty rose products. The company operates as a single unified product offering (fresh-cut roses from their Ecuadorian farm) organized into distinct collections: Standard Roses (core fresh-cut varieties including Exclusive and Signature sub-collections), Garden Roses (garden-style and spray varieties), Tinted Roses (artificially colored seasonal collections), Signature Victorian roses, and the Wedding Collection. The products range from standard commercial varieties to exclusive, premium varieties, with tinted roses providing seasonal thematic offerings tied to holidays and cultural celebrations.
Differentiator
Problem solved
Functional benefit
Brands
- Exclusive Collection: Collection of premium rose varieties
- Signature Collection
- Signature Victorian
- Garden Roses
- Tinted Roses
- Seasonal Collections
- Wedding Collection
Products and services
- Standard Roses Collection Core fresh-cut rose line including the Exclusive Collection of premium unique rose varieties and the Signature Collection of specialty roses, sold to wholesale buyers, florists, and retail customers.
- Garden Roses Collection Garden-style rose varieties including Garden Alike (roses mimicking garden rose characteristics) and Garden Spray (multi-bloom spray varieties) for florists and event planners seeking distinctive blooms.
- Tinted Roses Collection Artificially colored roses created through tinting techniques, offered in seasonal collections tied to holidays and celebrations including Christmas, Valentine's Day, Mother's Day, Halloween, Pride Month, Diwali, Dia de Muertos, Easter, and other event-specific themes.
- Signature Victorian Roses Victorian-style signature rose varieties featuring classic, ornate characteristics, marketed as part of Florecal's exclusive proprietary rose lineup.
- Wedding Collection Curated rose varieties suitable for wedding arrangements and bridal applications, positioned for event planners, wedding coordinators, and brides seeking premium Ecuadorian blooms.
Companies that use FLORECAL SA
Customer profileSegments3 records
Ideal customer profiles3 records
FLORECAL SA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FLORECAL SA partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
FLORECAL SA competitors and assessment
Company assessmentDirect peers
- Jet Fresh Flowers: Miami-based floral distributor with its own Ecuadorian rose farm operations, selling directly to florists and event planners in North America; comparable to Florecal as a farm-plus-distribution hybrid targeting the same wholesale and event buyer base.
- Royal Flowers Group: Ecuadorian rose and fresh-cut flower grower with farm operations and global export reach; similar business model to Florecal, selling directly to international wholesale customers via B2B channels.
- Esmeralda Farms: Major Ecuadorian cut flower producer with rose, garden rose, and tinted rose offerings exported globally; comparable to Florecal on product categories, B2B distribution model, and shared Ecuadorian production base.
- Rosaprima: Ecuadorian premium rose grower and exporter also based in the Cayambe region, offering exclusive rose varieties and garden rose collections to international wholesale markets; directly comparable to Florecal on origin, product mix, and premium positioning.
- Naranjo Roses: Ecuadorian rose farm in the Cayambe region producing premium fresh-cut and garden roses for international wholesale markets; directly comparable on cultivation location, climate advantage, and product focus.
Emerging players
- BloomNation: Online marketplace connecting consumers with local florists for direct flower delivery; overlaps with Florecal's florecal.online e-commerce motion and reflects the broader shift toward digital floral ordering that Florecal is pursuing.
Broad incumbents
- 1-800-Flowers: Large US-based floral and gift retailer with global supply chain including imported roses; represents the broader incumbent D2C floral category into which Florecal's e-commerce channel partially competes for online gifting share.
- Mayesh Wholesale Florist: Established US wholesale florist distributing imported roses (including from Ecuador) to event florists and designers; comparable to Florecal as a channel serving the same wholesale florist and event planner buyer base Florecal targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FLORECAL SA social profiles
Digital presenceFLORECAL SA financial estimates
Financial estimateRevenue estimate
Valuation estimate
FLORECAL SA leadership team
Management profileNumber of profiles
FLORECAL SA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FLORECAL SA 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 FLORECAL SA
What does FLORECAL SA do?
FLORECAL SA is an Ecuadorian rose farm based in Cayambe that cultivates and sells fresh-cut roses through multiple branded collections, including Standard Roses, Garden Roses, Tinted Roses, Signature Victorian, and a Wedding Collection. The company grows its own proprietary and exclusive rose varieties at high altitude near the equator and exports them globally to wholesale florists, event planners, corporate buyers, and retail consumers via its own e-commerce storefront and direct sales.
Is FLORECAL SA a public or private company?
FLORECAL SA is a private company. It is classified as unknown and is currently operating.
When was FLORECAL SA founded?
FLORECAL SA was founded in -1. It employs 51 to 100 people.
Where is FLORECAL SA based?
FLORECAL SA is headquartered in Cayambe, Ecuador, in the Latin America region.
How does FLORECAL SA make money?
One revenue line is on record: fresh Cut Roses and Garden Roses Export.
Who are FLORECAL SA's main competitors?
Direct peers on record are Jet Fresh Flowers, Royal Flowers Group, Esmeralda Farms, Rosaprima and Naranjo Roses. BloomNation is listed as an emerging player. Broad incumbents are 1-800-Flowers and Mayesh Wholesale Florist.
Does FLORECAL SA have an API?
No public API is recorded for FLORECAL SA.
What industry is FLORECAL SA in?
FLORECAL SA's product category is Cut Flower Production. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 111422.