During the first week of October, Ecuador rolled out the red carpet for visitors from around the globe at the highly anticipated Expo Flor. While this expo is celebrated as one of the largest floral showcases, it’s the farm visits before and after the event that leave a lasting impression on wholesale and retail florists experiencing South American flower farms for the first time. Visitors immersed themselves in the world of flower breeding, learned about pinching for Valentine’s Day, explored sustainable practices, and forged lasting relationships with growers and other floral professionals.
Many wholesale and retail florists wonder, “Why should I make the trip to Ecuador and tour the farms?” Brady from A&J Floral passionately shared that the education he gained from breeders and growers was invaluable. As a florist, he was astounded by the technology, time, and investment involved in producing the roses that ultimately grace his shop. He noted that anyone involved in the floral industry would benefit immensely from visiting the farms in Ecuador or Colombia, as the insights gained from these visits elevate our ability to sell the products we are passionate about.
Rosaprima’s entrance to their booth designed by WFFSA Board Member Jena Gizerskiy.
Throughout our tour, we witnessed some rose farms already preparing for Valentine’s Day by initiating “the pinch.” This experience opened the eyes of attendees, who learned firsthand about this critical process. While it’s common knowledge that many farms “pinch” roses in October to enhance red rose production for the holiday, hearing greenhouse managers articulate the rationale behind this practice clarified why prices for roses are higher during the holiday.
Each farm welcomed us with open arms, providing tours of their greenhouses, post-harvest facilities, and irrigation systems. We gained insights into the meticulous care taken to ensure each plant receives the precise amount of water and nutrients. We were particularly impressed by the strides many farms are making in sustainability; at Hoja Verde, we learned that they maintain a zero-carbon footprint. Each farm shared their passion for flower cultivation and breeding, and it was evident that the employees took great pride in their work as they diligently ensured each bloom was perfect.
Victor Ponce from Rosen Tantau, a breeder, teaching the group of visitors about young rose plants.
Our group of 28 visited 13 farms during the week of the Expo. After such a busy week, several attendees remarked that this was the most educational experience they’d had in the floral industry in just a few days. Amanda from Hillside Floral emphasized, “You can’t replicate this kind of learning from the internet or secondhand accounts. You have to be here, able to touch the rose plants and build personal relationships with your preferred farms.”
Denise from Red Mountain added, “Everyone learns and notices different things that relate to their specific part of the industry. Later, in a group setting, it’s fascinating to compare notes and discover how much there is to learn from each farm.”
After our farm visits, we made our way to the Expo. Expo Flor showcased 110 exhibitors, living up to its promise of being “Bigger, Brighter, and Bolder.” Attendees were not disappointed; the booth displays were spectacular, each vendor striving to outshine the next. Growers showcased their best and newest varieties, while sales representatives were on hand to answer questions and provide assistance.
Eric Smith, over 6ft tall. Is demonstrating how tall these rose plants are before being cut.
Yet, the greatest takeaway from this journey was the incredible opportunity to forge lasting friendships and connections—not only among fellow floral professionals but also with the breeders and growers themselves. For Maddie, a buyer of South American products at Red Mountain, the highlight was being able to connect a face to the name of her sales representative and discuss standing orders in person, developing a more personal relationship.
Ecuador will host Expo Flor again in October 2026. If you’ve ever considered a trip to Ecuador, now is the time to make the decision and start planning your journey.
Kelly Mickelsen
Owner, Red Mountain Wholesale
