Flower Power
The
Strength and Sustainability of Columbia’s Floral Industry
by Nancy Tucker and Lori Baer
Long equatorial
days, mild temperatures, and fertile soil establish a year-round growing season ideally suited for Colombia’s blossoming floriculture
industry. Located in Northwestern South America, Colombia boasts a
strategic location mid-way between North and South America with easy access to global
markets.
Cultivating more
than 50 types of flowers, Colombia is a major player in global flower trade and the leading supplier of fresh-cut flowers to the
U.S. Worldwide, the country ranks as the largest carnation exporter
and the second largest exporter of flowers — exporting roughly 95
percent of their yield with 84 percent going to American markets
thereby making flowers among the top five exports to the U.S. Flowers easily represent Colombia’s biggest nontraditional agricultural
export, accounting for US$ 1.114 million exported in 2007 from some
18,000 acres. Approximately 75 percent of this acreage is devoted to
roses, carnations, and chrysanthemums.
Such a prominent economic force translates
directly into a leading source of income for many of Colombia’s 4.3 million
citizens. Nearly 99,000 jobs stem directly from floral work with an additional 84,000
jobs through allied floral industries. When combined, these 183,000 jobs impact
the livelihood for one million of the country’s citizens. Sixty-five percent of
the direct and allied floral workers are women and floriculture comprises 25
percent of all rural jobs for Colombian women. This source of rural work has
had a significant impact in terms of social welfare, stability, and security
particularly surrounding Bogota and Medellin, two of Colombia’s largest cities around
which most flower farms are clustered.
Colombia understands floriculture’s significance in
providing social and environmental solutions to the country’s development.
Attention from government and trade members to ensure the industry’s long-term
viability has been elevated as a result.
Asocolflores, the Colombian association of flower
exporters established in 1973, remains the strongest voice
behind Colombian floriculture on matters of sustainability, market
development, global floral dialogue and advocacy. The association’s membership spans 350 farms
representing 75 percent of exports. One of Asocolflores’
most compelling aspects is its focus on social development.
In 1996, Asocolflores established the Florverde®
certification program designed to further improve Colombian workers’ quality of
life and ensure Colombian-grown flowers meet environmental compliance. Central
to Florverde’s credibility is its independent
certification. To carry the Florverde label requires three
levels of auditing: internal, initial advising by Florverde,
and verification by SGS Group, a global agency in inspection, verification,
testing, and certification. Florverde also belongs to
GLOBALGAP, a private-sector entity that sets voluntary standards for the
certification of agricultural products worldwide.
As of April ‘08, 170
farms participate in Florverde, with 102 farms SGS
certified and the balance completing certification. Florverde represents 46,000 workers on 7,413 acres that produce 700 million certified
stems annually. Florverde member-workers benefit from
social advancement programs that afford job longevity, full benefits, and a
minimum working age of 18 years. Health and safety programs provide on-site
medical care, purified drinking water, and chemical risk prevention education.
Environmental care
is another Florverde priority. The program’s pesticide
and integrated pest management (IPM) efforts have resulted in 46 percent
reduction in pesticide use. Workers are trained in the safe use of pesticides,
provided with protective clothing and gear, and protected under strict reentry
intervals for working newly treated fields. Florverde-certified
farms also operate consistently with U.S. regulations for the application and
use of agrochemicals. Water conservation and disposal and control of chemical
run-off are additional priorities.
Center for
Innovation in Floriculture, is another branch of Asocolflores.
Founded in 2004 to advance Colombian floriculture research and technology, Ceniflores strategies include competitiveness, plant health
campaigns, and representation in national and international research groups
such as the International Cut Flower Growers’ Association.
Produce Marketing
Association (PMA) is a U.S.-based trade association that also provides a
valuable forum for floral suppliers and retailers conducting business in the
mass-market side of the floral industry. PMA works with leading floriculturists
to examine research, standards, and other floral issues. PMA’s Floral Market Watch Reports, published for members four times a year, provide
expert recommendations for increasing floral sales by analyzing sales
benchmarks of Valentine’s Day, Easter, Mother’s Day, and the December holidays. PMA’s website (www.pma.com) offers more information
about these floral reports and other resources available to PMA’s members.
Research alliances
with international floral trade associations, U.S. government support, and Asocolflores’ business intelligence has spurred Colombia’s
rapid growth in the global flower trade and delivers a vision of where
Colombian floriculturists are leading their industry. Today, Colombia
cultivates safe and sustainable floriculture that not only improves the lives
of Colombian workers and protects its natural resources, but also yields an
abundant, year-round supply of beautiful flowers for world markets to enjoy.
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