The local sale of flowers is in the hands of small businesses

Flowers are the most representative products of Ecuador . Most of what is generated in the country is sold abroad. For flower growers selling in the national market is not attractive , but the activity is the source of livelihood for small producers and traders .

The local sale of flowers is in the hands of small businesses

According to figures from the Association of Producers and Exporters of Flowers of Ecuador (Expoflores), the country’s cultivation capacity is around USD 900 million.

Of that amount, some 25 million remain in the local market . This is “recycling” merchandise (stems that could not be exported), explains Alejandro Martínez, president of that guild.

The latter represents about 1% in sales of the Rosas del Corazón estate , located in Machachi , in the south of Pichincha . The rest is sold to Russia and other countries.

Orlando Tapia, administrative manager of the floriculture , says that producing a stem costs around USD 0.34 and to sell it in the country the price should be between USD 0.40 and 0.50 per unit. It is an amount that internal consumers are not accustomed to paying, since it is considered expensive, he explains.

With 15 hectares, Rosas del Corazón produced in 2019 around 9 million stems, which are distinguished by being thick and long (they can measure up to 150 centimeters). The buttons of the roses are bulky, with intense tones and pastels.