Laura Valdivieso appointed as President of Asocolflores

Following a unanimous recommendation by its Board of Directors, Asocolflores has appointed Laura Valdivieso as its new President after a rigorous selection process led by a dedicated Board committee and supported by a specialized executive search firm.

For the first time in more than 30 years, a woman will lead the association representing Colombia’s flower industry an economic industry that generates more than 240,000 formal jobs. Approximately 60% of these jobs are held by women, and 55% by female heads of household, accounting for nearly 70% of formal female employment within the country’s agricultural industry. This positions floriculture as a key driver of inclusive growth and rural development.

Valdivieso’s appointment comes at a critical time as Colombia’s flower sector navigates increasing global demands in logistics efficiency, sustainability compliance, and market diversification. The country is the world’s second-largest flower exporter, with exports reaching nearly USD 2.4 billion annually across more than 100 international markets.

© AsocolfloresLaura Valdivieso

With over 20 years of experience across the public, private, and trade sectors, Valdivieso brings a strong background in international trade, economic development, and global market access. She previously served as Colombia’s Vice Minister of Foreign Trade, where she led policies to expand exports, attract foreign investment, and facilitate international trade.

Her experience also includes leading Colombia’s commercial office in Washington, D.C., where she managed bilateral trade relations with the United States Colombia’s main export destination, accounting for approximately 80% of flower exports.

“It is an honor to lead Asocolflores at a time when Colombia’s floriculture sectorrepresents both economic strength and social impact. Expanding international market access while strengthening sustainability will be key to ensuring long-term growth and opportunity,” said Valdivieso.

The floriculture industry accounts for 28% of formal agricultural employment in Colombia and exports close to US$2.4 billion to more than 100 international markets. In this context, Valdivieso is seen as a key strategist to further enhance the sector’s competitiveness.

Under Valdivieso’s leadership, Asocolflores is expected to focus on strengthening logistics capabilities, expanding into new international markets, and responding to increasingly stringent global sustainability regulations, particularly in regions such as the European Union.

Sustainability one of the core pillars of the international reputation of Flowers of Colombia will remain a strategic priority under Valdivieso’s leadership. Her experience leading economic and social development agendas reinforces the industry’s commitment across environmental, social and economic dimensions.

On this matter, Valdivieso emphasized the importance of anticipating global regulatory demands: “Sustainability lies at the heart of the international reputation of Flowers of Colombia. One of our major challenges will be responding to increasingly stringent international regulations, such as those from the European Union. My agenda at Asocolflores will prioritize not only compliance with these standards but also ensuring that the industry continues to consolidate its position as a global benchmark for responsible, equitable and environmentally sustainable floriculture.”

Her appointment represents not only continuity in a strong industry agenda, but also an opportunity to project the industry with a renewed vision focused on strengthening competitiveness, expanding global presence and reinforcing its contribution to Colombia’s economic and social development.