The Valentine's season is the most important date for the flower growing sector, as well as for all the actors involved in this fascinating industry. During this time, the demand for flowers suffers a considerable increase and all the representatives within the sector must work in order to prepare themselves to guarantee their clients that the flowers arrive to their destination points on time and in good condition.
Valentine's Day is the peak season for cargo at the airport in Quito. In 2025, Ecuadorian flower exports from the Mariscal Sucre International Airport located in Quito, reached 27,300 tons, reflecting an increase compared to the 26,466 tons exported in 2024.
92% of the cargo transported from the airport in Quito corresponds to the category of flowers. Thanks to their exotic and intense hues, long stems and, in many cases, a longer shelf life. These flowers are exported to more than 50 countries.
The peak season for Valentine’s Day corresponds to the period between January 18th and February 8th.
641 flights, handled by 15 cargo airlines, were dispatched during these dates. Thus, the Mariscal Sucre airport seeks to consolidate itself as the benchmark logistics center in Latin America. To this end, freight agencies in the country have made several investments in order to grow their logistics centers and thus have more space. Technology and compliance with standards are of utmost importance to ensure adherence in terms of quality and time. To improve the logistics centers will allow holding better conditions to be negotiated in the reservation of spaces, in the relations with airlines, with the logistics companies and distribution centers in other countries.
Expoflores closely monitors more than 60 Ecuadorian flower growing farms, measuring projections since November so as to calculate market behavior during the season. Additionally, they closely monitor the quantities exported from the farms and the industry in general. We attach a graph showing the projections for 2025, from January 18 to February 5.
In the following graph, we can see the comparison between the projected data and the actual data day after day.
The role that logistics plays internally is fundamental in the development of Ecuador's competitiveness. Nowadays, end customers are increasingly more relevant and closer, and this is why good logistics will allow our businesses to grow and expand. We know that the product we sell is the best in the world, however, if we do not have efficient and secure shipping processes, our clients will rather choose to buy from other countries.
In addition to innovation in technology and the development concerning logistics, another key aspect is to improve the communication about our industry to our clients.
The younger generations tend to consume sustainable products and avoid the consumption of perishable ones. That is why the market for eternal flowers and pot plants has grown. Many institutions in Europe openly speak about the negative aspects of the flower growing industry and as a result of which this industry does not contribute to the economy, nor to the world. Through these campaigns along with the millennial movements, the message of “do not buying flowers” is promoted.
In addition to the certification requirements, we are aware that our industry goes above and beyond the set requirements in many ways. The manner in which we treat our employees, the programs we have established in order to create lasting bonds with society and the parishes near our farms, our sustainable and efficient processes often go past the minimum necessary to be certified. We are an industry that deeply cares about doing things right. These years have also taught us that this internal development as a company and with the people is what allows a greater growth.
We must let know our stories. We have to communicate to the world every detail of what we do. The world must know everything that is behind our flowers. That the interest we have for our people and for the close by communities is real. That the care programs implemented for our staff are efficient and successful. That our interest in developing technology for it to be more sustainable is relevant within decision-making.
With the new generation that is coming to take over, we hope that the awareness of a job well done will be maintained, and that we can tell the world everything that we do well. That we take care of every detail and that we really care. And of course, continue communicating everything that flowers bring about in people.
Communication has a lot of power and it must be taken into account as a growth enhancer. Telling the world about our work in order for people to become aware of what we are about. May the next Valentine's Day be better than this one, and may there be no doubt that the Ecuadorian flower industry contributes in many ways to society, both internally and externally. May buying flowers be considered a symbol of all the good that is behind it and all the feeling that arise from it.
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