Colombian Grower José Antonio Restrepo Rada Joins AIPH Board

José Antonio Restrepo Rada (centre) with AIPH Secretary General Tim Briercliffe (left) and AIPH President Leonardo Capitanio (right) during the AIPH General Meeting at the AIPH Meeting 2026 in Sydney.

Colombian grower José Antonio Restrepo Rada travelled to Sydney for the AIPH Meeting 2026 after attending the Wholesale Florist & Florist Supplier Association (WFFSA) Floral Distribution Conference in Miami, bringing with him fresh insight into the changing dynamics of the global flower trade.

At the Sydney meeting, members of the International Association of Horticultural Producers (AIPH) elected Restrepo to the Board as representative for Region V (South America). Speaking with FloraCulture International, he reflected on the evolution of Colombian floriculture, the pressures currently facing exporters, and the enduring importance of the people who sustain the industry.

Restrepo serves as Chairman of the Board of Directors of Asocolflores, the association representing Colombia’s flower export sector, and is the General Manager and shareholder of AYURÁ S.A.S., a family-owned flower business located north of Bogotá, employing around 750 people. He represents the second generation of growers in the company.

As Chairman of Asocolflores, Restrepo works closely with President Augusto Solano Mejía and other leaders across Colombia’s floriculture sector. In 2025, Solano Mejía was inducted into the Society of American Florists Floriculture Hall of Fame. (FCI reported on the recognition here.)

A 60-YEAR FLORICULTURE INDUSTRY

Colombia’s floriculture sector began to develop in the 1960s, when growers from the United States began exploring production outside North America.

“The flower industry started in Colombia about 60 years ago,” Restrepo explained. “Two growers from the United States came to Colombia because energy prices were rising and they found the perfect place to start growing flowers, excellent sunlight, water sources, quality soils, and very close to the port of entry, which has been Miami since the beginning.”

Those natural advantages allowed the sector to grow rapidly. Today, Colombia produces roughly 340,000 tonnes of flowers annually, generating around USD 2.4 billion in exports.

José Antonio Restrepo Rada addresses industry representatives during an Asocolflores event supporting Colombia’s floriculture sector.

THREE DISTINCT PRODUCTION REGIONS

Today, Colombia’s floriculture production is concentrated in three main regions.

The Savannah of Bogotá, where Restrepo’s farm is located, accounts for roughly 80% of national production and produces a wide range of species, including roses, carnations, alstroemeria and callas.

A second region around Medellín specialises in chrysanthemums, pompons and hydrangeas, while a third, much smaller region is home to specialised growers producing tropical flowers such as heliconias.

Across these regions, growers operate within a sector represented by Asocolflores, which today represents around 70% of Colombia’s floriculture industry.

Rose production inside a greenhouse at AYURÁ, part of Colombia’s advanced cut flower cultivation sector.

RISING PRESSURES ON GROWERS

Despite its global success, Colombian floriculture is currently facing significant economic pressure from new export tariffs, currency fluctuations, and rising labour costs.

“We are facing difficult moments,” he said. “If you combine the tariffs, the appreciation of the peso and increases in the minimum wage, it creates a very challenging environment for growers.”

Labour alone represents around 55% of production costs on his own farm. Across the country, growers are working to control production costs, invest in technology where possible and renegotiate pricing with international buyers.

At the same time, the industry is undergoing significant consolidation, with larger companies acquiring smaller farms.

“There are now four large groups that control around 70% of production,” Restrepo explained. “And we see the same thing happening in Ecuador and in other parts of the industry.”

José Antonio Restrepo Rada (second from left) with colleagues outside the Cooperflora flower logistics facility in Colombia.

DIVERSIFYING MARKETS

While the United States remains Colombia’s largest export destination, Restrepo has spent more than two decades building relationships in Asia for his own operation.

Today, more than half of his company’s production is sold in Japan and Korea, markets where quality, consistency and new varieties are highly valued.

“I’ve been working with many of those customers for more than 20 years,” he said. “It’s about building long-term relationships.”

José Antonio Restrepo Rada (left) presenting AYURÁ and Eclipse Flowers carnations at an international floriculture trade event.

SUSTAINABILITY AND CERTIFICATION

Sustainability is also central to Colombia’s international reputation in floriculture.

Many growers operate under the Florverde Sustainable Flowers Certification programme, which is recognised by the Floriculture Sustainability Initiative (FSI) as part of its basket of sustainability standards.

Restrepo’s own farm is Florverde certified and incorporates environmental practices, including rainwater reuse and renewable energy.

“In our case, we use about 80% rainwater in our operation,” he said. “We also have invested in solar energy.”

Florverde certification also places strong emphasis on social standards and community development, reflecting the labour-intensive nature of floriculture.

José Antonio Restrepo Rada presenting during a Flowers of Colombia event highlighting the diversity and global reach of Colombian floriculture.

PEOPLE AT THE HEART OF THE INDUSTRY

For Restrepo, the true story of Colombian floriculture lies not only in exports or production volumes, but in the people who work within the industry.

“Our biggest concern is our people,” he said. “How do we preserve their jobs and help the industry survive during difficult times. We have many beautiful stories.”

At his own farm, generational employment is becoming increasingly common. One long-serving post-harvest manager who joined the company more than 30 years ago without completing high school recently retired. Today, her son has taken over the role after completing university studies supported by the business.

“These are the stories that show the impact of our industry,” Restrepo said.

CONTINUING A FAMILY LEGACY

In a video shared with FloraCulture International, Restrepo offers a glimpse into AYURÁ’s broader agricultural activities and the family legacy behind the business.

Restrepo himself represents the second generation of a family deeply rooted in Colombian agriculture.

His father, Eliseo Restrepo, was widely respected for his contributions to the country’s agricultural development and for his involvement in industry organisations. “That legacy is part of our company’s culture,” Restrepo said.

Alongside flowers, the family’s agricultural activities also include cattle and other farming operations.

“I think he would be very proud of what we have built,” Restrepo said.

REPRESENTING SOUTH AMERICA ON THE GLOBAL STAGE

AIPH President Leonardo Capitanio congratulates José Antonio Restrepo Rada following his election to the AIPH Board as Regional Representative for South America.

Now, as an elected member of the AIPH Board, Restrepo hopes to ensure South America’s voice remains strong in international discussions about the future of ornamental horticulture.

With its biodiversity, favourable climate and growing technical capacity, he believes the region has an increasingly important role to play in the global industry.

“South America has the conditions to be more than just a producing region. It can be a strategic partner for innovation and sustainability in global horticulture.

“I want to be an ambassador for Colombia,” he added. “To show the world the importance of the flower industry and what it does for our country and for our people.”