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Flowers of Colombia — new brand that will identify Asocolflores and its members

The Colombian Association of Flower Exporters introduced its brand “Flowers of Colombia,” which will be used to identify Colombian flowers abroad. The new brand was unveiled at Proflora 2017 in Bogotá, according to a news release.

“With Flowers of Colombia we aim to create new opportunities for flower consumption,” said Augusto Solano, president at Asocolflores.

“We already have an established leadership in holidays like St. Valentine’s and Mother’s Day, for which we are renowned in our markets. But we want consumers in our main markets to take our flowers home,” Solano said. “We want to show them how to use flowers to transform their homes and offices; we want to create moving and inspiring experiences for them. Flowers of Colombia is based on diversity as one of the country’s greatest assets, which is present in our geography, our people, our fauna and flora, and of course in the 1,400 flower varieties that we commercialize each year. The slogan that will be used by the brand — ‘diversity that inspires’ — takes seriously the challenge of competing abroad with a real and powerful message as the second largest flower exporter in the world.” 

This strategy will not only develop real experiences in markets for Colombian flower producers, but also a digital experience through the launch of an aggressive social media campaign in order to make more connections between people and flowers.  

“This brand will allow us to approach young people, too,” Solano said.

“We face a challenge in terms of building long-term relationships with consumers, clients and the younger generations,” Solano continued. “The world is changing and our industry is well known thanks to its entrepreneurship and innovation; but we must also be at the forefront in terms of the strategy and the message we want to deliver.”

In addition, there will be a two-pronged approach in the United States, which represents 78 percent of Colombian flower sales.

There will also be a campaign targeted to florists, architects and interior designers, through the Society of American Florists, which aims to demonstrate the importance of flowers for the transformation of spaces; and a campaign for buyers, clients and florists through uBloom.com, with a series of 12 videos developed to demonstrate the culture of sustainability within our sector.

“We are doing different things to achieve different outcomes,” said Solano.

“And we want to continue supporting our flower producers and the more than 700,000 people who currently depend on the floriculture industry, through campaigns, fairs and exhibitions across the world.”