Proflora … back with an essence of confidence
It’s four years since I headed off to Colombia for the Proflora exhibition and a series of farm visits which got my feet back on the ground in a country I have had the pleasure of working with for nearly 40 years ... I still remember the excitement when they sent their first Carnations into the UK!
And it didn’t disappoint. After the Covid induced, four-year gap (it is only run every two years so ’23 was the first possible date) the organisers had used the time to make it better than ever.
Gone were the rather long-winded opening speeches, in ... literally … came an exuberant foot tapping (heck feet stomping) drum band that shook the delegates up and totally set the mood.
For as the last beat was drummed, and the musicians and dancers exited the vast conference centre, the equally vast doors opened on each side of the central meeting point plaza to reveal that exhibitors were just as determined to make this a show to remember.
I’d been lucky enough to schnuck in on build-up day so whilst I knew there going to be some fab sights, the finished displays still managed to make me ooh with delight.
The displays were fantastic. Yes, there were a LOT of roses and carnations … they are after all the mainstay of Colombian production. But dear reader, these days Colombia is so much more than just roses and carnations … indeed, there are not many things this country can’t produce!
In fact, ‘near perfect growing conditions’ really is the best way to describe it. The Sabana de Bogotá, which is actually a valley, stands some 2650 metres above sea level … a whopping 8690 feet … and only 513 km (319 miles) from the Equator.
All of which means that growers can make full use of the natural and consistent heat and light which has a huge impact on the flowers. Up in Medellín, the other important growing area, it’s only around 1500 metres (5000ish feet) above sea level but it’s still plenty good enough to produce some outstanding blooms, notably chrysanthemum and Hydrangeas.
In fact, the phrase “longer, stronger and more gorgeous” – a tag line I created when we were running B2B Colombian flower promotions in the UK - is as true today as it was back then … maybe even more so.
Yes, Ecuador produces some stonking varieties. I saw some amazing blooms and many of the farms down there are owned by Colombian companies who wanted to expand. But for sheer consistency and price Colombian takes some beating. Not only can you get the ultra-wonderful, but the ultra-commercial as well which means Proflora really was presenting the whole basket.
Pink is still a thing ... unless it's the Lavender Statice from Plazoleta - the flower that took the Best in Show prize
Which could be why so many visitors flocked to the 2023 show. More than 3000 importers, wholesalers, packers, supermarket buyers and florists, from over 50 countries – and I’m talking The Philippines to Peru, Kazakhstan to Kenya, Canada to China, convened at the gigantic Corferias Conference Centre to see what was new.
And they weren’t disappointed. Because along with the Carnations and Roses were flowers like the most jaw dropping Protea and Leucadendron from Rosamina (no they shouldn’t grow in Colombia, but they do, and I went to the farm on my last trip so have seen it first-hand!!) and stunning bloom chrysanths like the spooky but sensual Cruella (far right) and the oh so stylish Eclaire.
There was foliage of every type - I adored what Tak did on their stand with leaves - you can see the video on our Facebook page. There was the first showing of the new Blu Ocean range of Chrysanthemums from Florigene – they may not be totally blue, but they are totally gorgeous and Japanese Sweet Peas from Bijo.
The BluOcean range from Florigene Suntory caused a stir! It is now on sale in the US ... it won't make it to Europe for a little while but certainly one to look out for. Top Monica Useche and Cory Sanchez, below two of the new range of blue chrysanthemums.
That’s a whole ‘Meet the Grower’ story in itself (pictured above are the husband and wife team Takeshi Nakamoto and Monica Miranda behind the project) but yup, you read that right. Japanese (i.e. ultra strong, ultra beautiful, ultra long) Sweet Peas, grown in Colombia and on target to be available all year round!! A total game changer – especially for weddings.
On the breeders stands - and pictured below - a taste of things to come like the weird and wonderful Unicorn Rumex from Danziger, the fabulous Da Vinci Scabiosa from Hilverde – a globe of florets that are an amazing statement flower – and Wild Thrill Carnation from SB Tallee … hey I had to get a Carnation in somewhere!
But it wasn’t just a slick and superbly organised show – and here I must give credit to Cristina Uricoechea, the dynamite woman who leads the organising team at Asocolflores. She obviously pours her heart and soul to getting Proflora on the road and this year was no exception.
It wasn’t even the most awesome flowers … the first carnations pale into insignificance compared to this year’s offerings! ... obviously they were wonderful - as I say, Colombian flowers really are longer, stronger and more gorgeous.
No, to me what makes Proflora so brilliant is the ‘essence’ of the show … a ‘spirit’ that is hard to describe but which seemed to permeate everyone who attended.
It’s like there is an inbuilt connectivity. People – often complete strangers – were happy to talk with each other to share both intel and ideas and even the most upright buyer seemed to relax! Contacts which had previously only been a Zoom or social media connection suddenly were able to meet IRL (in real life) and the business card exchange (whether real or digital) was phenomenal. In short the ‘people meeting’ was amazing … I don’t think I’ve smiled so much for the camera in months or met such an amazingly diverse range of industry people in one place!!
Top clockwise: Me with Bill Schaffer, Rodolfo La Rota of Propagar Plantas, Laurie Lemak - one of the judges - and Arnold Wittkamp of Thursd and Paula Andrea Velandia of Sunburst Farms.
Clockwise from top: Me with Talmage McLaurin, Afshin A of Fair Trade Floral in Canada, Jose Azout of Alexandra Farms and a delightful young man at Capiro in Medillin who just wanted to have his picture in an English magazine ... how could I refuse!!
Clockwise from top left: Me with Augusto Solana, the exuberant head of Asocolflores, the cast of Beauty and the Beast aka the team at Ecuagarden, Pieter Landman in our bi annual shot and BJ Dyer - a florist from Denver, Colorado who organised a buying trip with fellow florists.
And yet again – from both my farm visits and an excellent presentation by FSI/Florverde - I was reminded that Colombia has been doing the right thing in terms of sustainability, the environment and their people long before it was a ‘thing’ and yet still looks to do better.
I now know all about good spiders thanks to Sergio Fog of Cultivos del Norte, I’ve seen the bug hoover and rain collectors in action (it absolutely poured on one of my farm visits!) and I was seriously tempted to stay for the workers stretching session.
Clockwise from top: Me with the European association representatives - left to right Jeroen Oudheusden, FSI Executive Officer, Tony Bruggink, Program Director at IDH and Chair of FSI, Sylvie Mamias, Secretary General Union Fleurs, Robin Eagle and Treve Evans, Senior International Relations Manager at AIPH, Sergio Fog of Cultivos and his father and the chart that shows that pesticide use is reduring every year in favour of natural methods.
That said Proflora was totally about business and particularly highlighted the growth of the big retailer market. I confess I was more than a little amazed at the quality of ‘supermarket’ bouquets (scarily rather gorgeous and definitely more bespoke than bucket!) and there were obviously ‘robust’ conversations because this was about selling as much as networking.
But bluntly Colombian growers need every bit of business they can get. As Augusto Solano, President of Asocolflores, the grower organisation founded 50 years ago and responsible for organising Proflora, said in his welcoming speech “the [Covid days] dream is over … this is the new reality”.
A reference to the current trading conditions and which I realised, from talking to so many people from throughout the sector and around the globe, is the same the world over. Because it’s clear that we are ALL facing the same challenges and fears; indeed, other than one person (I shan’t name them but a big player), everyone said it was tough out there, trade was down anything from 5 to a whopping 20% and confirmed that 2023 has been pretty darned hard … a view echoed by the latest Dutch figures.
But challenges aside, the ‘essence’ of Proflora is pretty darned unique and not only managed to create a palpable air of positivity but confirmed that however challenging things are there is always a solution even if at times it feels a bit pants!!
More than anything I was reminded just how exciting and wonderful the WHOLE flower industry is. Realised just how much wonderful work is going on pretty much everywhere to make sure the industry is as ‘People, Planet, Profit’ friendly as we can be; that what we sell is so much more than just a flower but an entire system of happiness and feel-good factors that start from the point the flower is grown right through to the point it is delivered to the final recipient ... a message that has to get out there more!!
As I prepped this article I looked at my debrief notes from the 10 previous Proflora shows I have been lucky enough to attend. Each, and every time – and despite the long days and jet lag - I have returned renewed, refreshed and re-invigorated.
2023 was no exception … all I need to do now is find enough weeks to convert a zillion notes, photos and business cards into articles so I can share some of the essence with everyone! In the meantime, mark October 2025 in your diaries to experience it for yourself!
