WEEKLY NEWS Did You Know ? WITH LOVE FROM ECUADOR
02
BY Michael SALES
IT’S almost Valentine’s Day again! The celebration with flowers has flourished over the last decade, thanks largely to producers’ ability to deliver fresh blooms to markets in perfect condition. This is a highly contested market dominated by several countries, which depend on efficient and rapid distribution. Ecuador’s new Benelux trade commissioner, Maria Cecilia Gutiérrez, is busy promoting her country’s famous long stem roses, as well as other exports. Apart from a few large producers, Ecuador has around 2,400 smaller growers. We have cooperative structures that help represent and export on behalf of these growers. One example is Coexflor, which operates as an export platform for its member farms, allowing smaller producers to access international markets with a collective structure. In addition, the main industry association, Expoflores, brings together large, medium and small growers, as well as other actors in the value chain. Expoflores plays a central role in representing the sector both nationally and internationally, and provides key services to its members. Among these are industry representation and the FlorEcuador Certified programme, which is the sector’s sustainability and quality certification scheme, meeting international market standards.
A piece of Ecuador in Europe Expanding Ecuador’s market share in Europe requires a combination of strong visibility, sustained commercial presence and close coordination with the industry. One of our most important platforms is the IFTF trade fair, a key global showcase for Ecuadorian flowers and an essential meeting point with buyers, importers and distributors from all over Europe and beyond. At the same time, a large part of the work happens through continuous networking and business development efforts led by Ecuador’s Commercial Offices in Europe, including Germany, Spain, France, the United Kingdom and the Benelux region, which I represent. Benelux plays a particularly strategic role, as it is the main logistics and commercial gateway for flowers into Europe, with the Netherlands serving as the entry point to the wider European market. In parallel, it is also essential to stay closely aligned with market trends and consumer preferences, and to continue diversifying Ecuador’s offer in terms of varieties, formats and value added products, such as
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preserved roses. This allows our exporters to remain competitive, reduce risk and respond better to the evolving demands of European buyers.
Why airfreight remains vital For highly perishable fresh produce such as Ecuadorian flowers, air transport remains the most efficient and reliable option, despite its higher cost. Our flowers are positioned in demanding, high value markets where freshness, visual quality and vase life are critical. Airfreight allows us to reach destination markets within 24 to 48 hours, which helps preserve quality and maximises the commercial life of the product. Around 94–96 percent of Ecuador’s flower exports are shipped by air. Speed is the most important factor, as it is essential for highly perishable goods. It also helps preserve freshness and overall quality by reducing transit time and handling risks. In addition, it makes it easier to maintain strict temperature control throughout the journey, which is key for products such as flowers. Finally, it enables access to premium markets such as Europe and the United States, where buyers expect fast and reliable deliveries. The main disadvantages of air transport are its higher cost compared
to ocean freight and, at certain times of the year, limited cargo capacity, especially during peak seasons, which can create logistical constraints. Ocean transport, by contrast, offers a much lower cost per unit and is suitable for large and well planned shipments. It can improve price competitiveness if product quality is preserved throughout the journey. However, longer transit times, often exceeding 20 days, significantly increase the risk of deterioration if the cold chain is not managed perfectly. This also limits the effective shelf life of the product and reduces commercial flexibility.
Beyond flowers: A diversified export portfolio Through this combination of trade promotion, permanent market presence, networking and product diversification, we aim to further strengthen Ecuador’s position and continue expanding our market share across Europe. Ecuador exports much more than flowers. Without wanting to brag, the country is a leading supplier in several categories. This is largely the result of our exceptional natural conditions and biodiversity, which allow the country to cultivate high quality produce year round. Our strategy is focused on market segments that place a strong emphasis on quality, visual impact, variety and long vase life. Ecuadorian flowers are especially known for their
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large heads, intense colours and overall premium presentation. Ecuador is also the world’s number one exporter of bananas, shrimp, plantains, palm hearts and balsa wood. It is also the second largest exporter of cocoa beans. Ecuador is the main exporter of canned fish in Latin America and the leading exporter of dragon fruit in the region.
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