Union fleurs - International Flower Trade Association

“Flowers of Colombia”: a new brand to promote Colombian flowers abroad

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Union fleurs - International Flower Trade Association

During the 2017 Proflora Trade Show in  Bogota in October, Asocolflores, the Colombian Association of Flower Exporters,  introduced its new  brand “Flowers of Colombia”, which will be used to further strengthen the position of Colombian flowers abroad.

Asocolflores CEO, Augusto Solano, stated that “This brand will allow us to approach young people too. We face a challenge in terms of building long term relationships with consumers, clients and the younger generations. The world is changing and our industry is well known thanks to its entrepreneurship and innovation; but we must also be at the forefront in terms of the strategy and the message we want to deliver."

“Flowers of Colombia” is based on diversity as one of the country's greatest assets, which is present in our geography, our people, our fauna and flora, and of course in the 1,400 flower varieties that we commercialize each year. The slogan that will be used by the brand, i.e. "diversity that inspires", takes seriously the challenge of competing abroad with a real and powerful message as the second largest flower exporter in the world. 

 Flowers of Colombia have lightened millions of homes abroad, transformed spaces and brought joy to special moments, while improving living conditions and wellbeing for more than 700, 000 persons who currently depend on the floriculture industry.

 “With Flores of Colombia we aim to create new opportunities for flower consumption.  We already have an established leadership in holidays like St Valentine's and Mother's Day, for which we are renowned in our markets. But we want consumers in our main markets to take our flowers home. We want to show them how to use flowers to transform their homes and offices; we want to create moving and inspiring experiences for them", stated Solano. 

This strategy will not only develop real experiences in the markets for Colombian flower producers, but it will also take over the digital arena through the launch of an aggressive social media campaign which aims to bring adults and younger generations closer to flowers.

Flowers of Colombia can be followed through the following accounts: 

  • Instagram: @flowersofcol
  • Facebook:  @FlowersofCol
  • Twitter: @FlowersofCol
  • Youtube: Flowers of Colombia
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