Laura Valdivieso takes lead at Asocolflores

Following the retirement of Augusto Solano, Asocolflores – the Colombian growers’ association - has elected Laura Valdivieso as their new President, the first time a woman has taken the lead in over 30 years.

Not only important for the association but a reflection of the Colombian flower industry which represents 28% of formal employment in Colombia, generates more than 240,000 direct and indirect formal jobs, with the majority held by women.

Currently 60% of direct jobs are held by women, and 55% are single mothers, which in turn represents 70% of all formal female employment in the country's agricultural sector. This positions the sector as a pillar of inclusive growth and territorial development, with a direct impact on equity and the generation of formal employment in the country.

Some of the amazing women we met on our 2025 trip to Colombia - the people behind the flowers sold around the world.

Laura’s appointment to Asocolflores comes at a pivotal moment for the sector, in which international competitiveness, sustainability, and market diversification will be key to its growth.

A lawyer by training, specialising in International Business, and previously Vice Minister of Foreign Trade, she led the design and implementation of policies to increase exports, attract foreign investment, and facilitate trade. In the public sector, she also served as director of the Colombian Trade Office in Washington, where she coordinated efforts to protect the competitive advantage of Colombian flowers in a highly dynamic environment, and allowed her to develop a deep understanding of the U.S. market which accounts for some 80% of Colombian exports.

Now begins a transition that combines the achievements that have positioned Colombia as the world's second-largest flower exporter with Valdivieso's strategic vision for trade, competitiveness, and productive development, impacting social development, equity, and well-being in rural communities where floriculture plays a leading role.

With exports of nearly US$2.4 billion in 100 markets, Valdivieso aims to enhance its competitiveness as she explained: “It is an honour to assume the leadership of Asocolflores, a sector that represents the best of Colombia abroad and generates a significant social impact in the country.

Exports are intended to be an engine of growth and social development, and the floriculture sector demonstrates that access to international markets is synonymous with opportunities for our people. Today we have a unique opportunity to consolidate our position and ensure that the brilliance of Colombian flowers in the world translates into greater well-being for the country.”