Floritec facility in Colombia: growing Chrysanthemum breeding to new heights

Floritec trials in Colombia this year.

Floritec, the Netherlands-based breeder known for its Chrysanthemums, Pot Celosia, and Asters, is deepening its roots in South America with a dedicated breeding site in Rionegro, Antioquia, Colombia.

This expansion aligns with Floritec’s rapid growth in the Colombian market, where it has operated since 2009, relying on partner facilities from Capiro. Floritec’s new facility is a customised investment in local infrastructure designed to enhance further its breeding, supply chain, and sales operations in Colombia.

Jeroen Ravensbergen, Floritec’s Managing Director, explains the strategic importance of Colombia in Floritec’s mission to spread “Chrysanthemums to the world and make people happy with them.”

Colombia holds a central role in the global Chrysanthemum industry, and for Floritec, it is one of three core markets worldwide. “Colombia is essential to our mission of delivering Chrysanthemums to the world and bringing joy through them,” explains Ravensbergen. “Its market size—roughly 30-40% larger than the Asian or Dutch markets—makes it critical to develop products specifically for this region. If you want a sustainable, profitable presence in this sector, you need to be here.”

With this focus, Floritec aims to establish a comprehensive footprint in Colombia, spanning breeding, supply chain, and sales.

Known for his pragmatic and people-focused approach, Ravensbergen emphasises that Floritec’s Colombian expansion will encompass “the whole nine yards: breeding, supply chain, and sales,” along with essential support in marketing, finance, administration, and product management.

Jeroen Ravensbergen, Floritec’s Managing Director.

Customised breeding for local needs

Floritec’s “Customised Breeding” model focuses on producing varieties uniquely suited to Colombia’s specific market and climate, emphasising disease resistance, pest resilience, and high performance. The new facility will span 6,000 square metres, plus a 500-square-metre quarantine greenhouse for meticulous hygiene, a crucial part of Floritec’s approach to resilient breeding.

Scheduled to open by the end of this year, the facility will enable Floritec to conduct continuous seedling selections on-site in Colombia, which Ravensbergen believes is critical for achieving a sustainable, profitable business there. “Selections will originate in Colombia, contributing to finding the right suitable varieties for that region.”

A Foundation for Sustainable Growth

Floritec’s commitment to sustainability and local integration is at the forefront of this expansion. “Being local is a core part of sustainability,” says Ravensbergen, whose strategic approach aligns with the company’s goal of empowering Colombian growers with adaptable, high-quality chrysanthemums that thrive in the local climate. By focusing on varieties suited to South American conditions, Floritec not only contributes directly to the environmental sustainability of Colombian floriculture but also reassures our stakeholders of our unwavering commitment to eco-conscious practices.”

Floritec’s Colombian facility.

The Colombian facility represents a vital part of Floritec’s growth strategy, as the South American market now comprises a significant portion of the company’s global portfolio. “Colombia will be as big, if not bigger, in our overall portfolio,” Ravensbergen adds, highlighting the company’s sustained double-digit growth over the past four years, a trend expected to continue as Floritec scales its regional operations. This long-term commitment to the Colombian market is a testament to the company’s confidence in the region’s potential and its dedication to fostering a sustainable and profitable business environment.

With this new site, Floritec strengthens its vision for global expansion and sets new standards in breeding chrysanthemums specifically for South American markets. The expanded facility enables Floritec to produce a wide range of varieties, from niche colours to high-demand whites and yellows. Since 2019, Floritec’s close partnership with its Japanese parent company, Inochio Seikoen—the market leader in disbudded chrysanthemums—has enriched its gene pool. Access to Inochio’s large-flowered Japanese varieties has transformed Floritec’s breeding, enabling the creation of robust, resilient blooms with sturdy stems and unique aesthetics, including some that resemble asters and gerberas. Through this dynamic, sustainable breeding approach, Floritec ensures its varieties are tailored to Colombian growers, solidifying its commitment to thriving, eco-conscious floriculture across South America and beyond.

This article was first published in the November 2024 issue of FloraCulture International.