News » 12.10.2026 - “Differentiation will be key to strengthening the position of Ecuadorian roses”

With Expoflor taking place from October 6 to 8 in Quito, the Ecuadorian flower industry will once again gather to present its latest developments and connect with international buyers. According to United Selections, the country's rose sector is facing rising costs and increasing international competition, while new trade agreements and continued breeding innovation are creating opportunities for growers.

Expoflor has developed into one of the major international meeting points for the Ecuadorian flower industry. The event brings together growers, breeders, logistics companies and international buyers, offering a platform to discuss market developments and showcase Ecuadorian flowers.

Jelle Posthumus, Sandra Espinel and Hugo Cifuentes at ExpoFlor 2024.

For United Selections, the show is also an opportunity to present new rose varieties and discuss what growers and buyers are currently looking for. "Expoflor is a valuable showcase where we can present our innovation, research, and development, as well as the latest trends in colors and flower shapes through our new rose varieties," says Hugo Cifuentes of United Selections Ecuador. "It gives us the opportunity to connect with growers, flower marketers, and buyers from around the world who are looking for premium-quality roses and innovative varieties."

Sandra Espinel of United Selections Colombia also sees the direct contact at the event as an important part of Expoflor. "Expoflor gives us the opportunity to strengthen our relationships with existing customers and connect with new ones," she says. "It brings together the different players in the flower industry, creating a direct space to exchange ideas and understand the needs of the market."

Rising costs and international competition
The Ecuadorian rose sector is currently operating in a challenging economic environment. According to Hugo, both direct and indirect costs have continued to rise throughout the year. Since roses are primarily an export-oriented product, global economic conditions have a direct impact on the industry and the competitiveness of Ecuadorian roses in international markets.

At the same time, Ecuadorian growers are competing with major producing countries, particularly Colombia and Kenya. This makes differentiation increasingly important, with quality, innovation, consistency, service and varieties that respond to international market needs all playing a role.

"Ecuadorian rose market is facing significant challenges, but also important opportunities," Hugo says. "I believe that we all need to work together to address these challenges and take advantage of these opportunities in order to build a business that is sustainable and resilient over the long term."

One potential opportunity comes from new trade agreements that the Ecuadorian government is working on with several countries. These could give growers opportunities to enter new markets and strengthen the international position of Ecuadorian roses.

What growers and buyers are looking for
The requirements for rose varieties are becoming increasingly broad. From the grower's perspective, Hugo sees high productivity, lower sensitivity to pests and diseases, good stem length and strong overall agronomic performance as important traits. At the same time, varieties need sufficient market demand and commercial potential.

Buyers have different, but partly overlapping, requirements. New varieties need to perform well throughout the supply chain, with good shipping performance, long vase life and colors that remain attractive when the flowers reach the final market.

Shipping performance is becoming particularly relevant as freight costs continue to increase. According to Hugo, maritime transportation is becoming an increasingly attractive option for some growers, which raises the need for varieties that can withstand longer transit times while maintaining quality and vase life.

Breeding therefore has a role to play in helping growers respond to changing market conditions. United Selections focuses on varieties that combine productivity and agronomic performance with shipping ability, vase life and attractive colors.

New varieties at Expoflor
At Expoflor, United Selections will present several varieties from its standard and spray rose portfolio. Among them are Katari and Pink Spring, both standard roses, as well as Orange Blossoms from the spray rose line.

"We would also like to highlight Rise & Shine, our yellow standard rose," Sandra says. "Its flower quality, color, and production have made it one of the key varieties in our current portfolio and one of our strongest varieties in the market."

The company will also showcase its Blossoms line, which Sandra says has been well received in the market. "At this important event, we are very excited to present these and other varieties from our standard and spray rose portfolio, including our Blossoms line, which has been very well received in the market."

Feedback and insights
For United Selections, the value of Expoflor goes beyond presenting new varieties. The direct contact with growers and distributors also provides insight into the needs of different markets. "For United Selections, it is especially valuable because we can work closely with growers and distributors to give our varieties greater commercial visibility and help position them in the markets where they have the best potential," Sandra explains.

For Hugo, this feedback is an important part of the breeding process. United Selections aims to develop varieties that respond to requirements throughout the value chain, from production to the final consumer. "Our goal is not only to develop beautiful roses, but to create varieties that deliver value throughout the entire supply chain - from the grower to the final consumer," he says.

"Beauty, resilience and strength"
"As Expoflor Ecuador marks the beginning of the fourth quarter, we look back on a challenging year for the flower industry. At the same time, exhibitions like this remind us of the beauty, resilience and strength of our sector," Jelle Posthumus, CEO of United Selections shares. "As breeders, our responsibility is to develop improved varieties that contribute to the future profitability and sustainability of the entire flower industry. In a rapidly changing world, where AI and digital transformation are moving faster than ever, meaningful face-to-face meetings remain essential. They allow us to exchange ideas, inspire creativity and take important steps together towards the future."

"We strongly believe in working closely together and meeting in person, perhaps now more than ever. Every part of the flower chain must be sustainable and profitable, from breeding and variety development through to the grower, the market and ultimately the final consumer. By working together, we can build a sustainable and strong future for our industry. That is what we mean by Breeding a Colourful Future," Jelle concludes.
 

Source: www.floraldaily.com

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