News » 28.08.2025 - Dianthus Land Colombia “A long-term strategy to promote Colombian Dianthus around the world”
While Colombian carnation breeders and growers have long had Dianthus Week as an annual moment to showcase their work, a new year-round initiative is taking the spotlight: Dianthus Land. The nine breeders driving this initiative share the reasons behind this strategic evolution, the state of the Dianthus market in Colombia, and what lies ahead for this blossoming movement.
From a week to a year-round strategy
"Although Dianthus Week and Dianthus Land share a common focus—Colombian Dianthus flowers—their objectives are different," the breeders explain. "Dianthus Week is primarily an annual event to showcase new varieties, while Dianthus Land is a long-term strategy to promote Colombian Dianthus around the world."
The annual event will continue to be a cornerstone of the strategy, but the reach is expanding. "With Dianthus Land, our mission goes further. We aim to increase global demand for Colombian Dianthus by highlighting its versatility, performance, diversity, quality and wide range of characteristics," they explain. "We want florists to rediscover the incredible characteristics, benefits, and diversity that Colombian Dianthus have to offer, and inspire wholesalers and distributors to expand their Dianthus selections."
While carnations remain the most recognizable member of the Dianthus family, the breeders stress the diversity of the group: "The Dianthus category includes a diverse array of types—each with unique shapes, an extensive color range, and excellent vase life."
Ultimately, Dianthus Land Colombia is designed to become a unifying force across the industry. "Our goal is to position the brand as the leading global platform for knowledge, inspiration, and connection around Colombian Dianthus. But the strategy goes further—we aim to connect the entire value chain, from breeders and growers to exporters, wholesalers, and florists, to align efforts and drive collective growth for Colombian Dianthus."
Dianthus Land Colombia is backed by Asocolflores and is part of the Flowers of Colombia initiative. "We are proud to have the support of Asocolflores and a strategic alliance with their Flowers of Colombia brand, which strengthens our shared commitment to elevating Colombian flowers on the world stage," they add.
The numbers behind the blooms
Colombia is the world's largest producer and exporter of Dianthus, and the numbers confirm its dominant role in the global floriculture market. "During 2024, Colombia had exported over 53,519 tons of Dianthus," Monica Medina Gallo, Project Manager of Dianthus Land Colombia, shares. "Of that, 42.4% went to the United States, followed by Japan (12.6%), the Netherlands (12.2%), Poland (5.9%), Spain (5.5%), and Canada (3.9%)."
With 1,487 hectares dedicated to Dianthus cultivation, Colombia's favorable altitude and climate, skilled labor, and strong infrastructure make it ideal for year-round production. "Carnation production requires approximately 17 workers per hectare, compared to 10 for roses, making it a labor-intensive crop. Colombia's competitive labor costs have further strengthened its position as a global leader in Dianthus cultivation."
The crop is economically vital. "Dianthus are the second most exported flower type in Colombia, accounting for 16.1% of total flower exports," she notes. "In 2024, Dianthus exports reached USD 324 million."
Dianthus also plays a key social role. "The Colombian Flower Industry generates more than 240,000 formal jobs per year, both directly and indirectly," Monica says. "Of the direct jobs, around 60% are held by women, and of those, 50% are single mothers."
A history rooted in innovation
"The roots of Colombia's Dianthus industry trace back to a university thesis in the 1960s. David Cheever, a student in Colorado—then the hub of carnation production—proposed relocating carnation cultivation to lower-cost countries. He identified Colombia as an ideal candidate due to its similar altitude and climate," she explains.
That thesis led to a meeting with one of Colombia's first flower growers, and the rest is history. "By the 1980s and 1990s, Colombia began efforts in Dianthus breeding, and international breeding companies partnered with local growers to adapt varieties to both the Colombian climate and global market demand."
In the 2000s, Colombia saw the rise of local breeding programs, and today the country continues to lead. "We're now exploring genetic editing and other advanced techniques to ensure leadership in both quality and innovation," says Monica.
Meet Dianthus Land Colombia
Dianthus Land is built around a group of nine breeders: Ball, BreierCross, Danziger, Dümmen Orange, HilverdaFlorist, Propagar Plantas, Santamaría, SB Talee, and Selecta One. "These breeders are developing new varieties that set trends and redefine what this flower can be," Monica explains.
"Dianthus Land is more than just a brand—it's a movement that celebrates the excellence of Colombian carnations and unites a global community around this unique flower."
That community comes together each year at Dianthus Week, which will continue. "Dianthus Week is a unique opportunity for visitors to tour the breeders' Showrooms and experience the latest varieties firsthand," the breeders say. "It plays a crucial role in the innovation process and in launching new varieties to the market."
But Dianthus Land doesn't stop there. "We are building a strong global presence through a strategic promotional plan that includes digital marketing, social media, international PR, and participation in key industry events around the world," Mónica explains.
The strategy is also creating original content such as newsletters, blogs, music playlists, and behind-the-scenes updates from the farms. "This content shares practical information like flower care tips, background on different varieties, and insights into current trends and floral design," Monica adds.
New website, fresh identity
The new Dianthus Land Colombia website is now live at www.dianthusland.com. "This website will stand out by capturing the fresh, blooming spirit of Colombian Dianthus through vibrant design and inspiring content," Monica shares. "It will offer a visually rich and emotionally engaging experience that connects visitors with the essence of the flowers and the brand."
Designed for a wide audience—from growers to florists to consumers—the site will also include updates on events and industry news.
What's next?
Dianthus Land Colombia will be prominently featured at Proflora 2025, taking place in Bogotá, Colombia in October. "We'll be there, proudly highlighting Colombian Dianthus and all the exciting things happening in our market. You can't miss it!" Mónica says.
Beyond that, the initiative continues to evolve. "Dianthus Land Colombia is a long-term commitment to promoting excellence in Colombian Dianthus," the breeders conclude. "With over 50 years of floricultural expertise and cutting-edge breeding happening in-country, Colombia is not only producing flowers — it's shaping the future of the Dianthus industry globally."
Source: www.floradlaily.com
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