Sofia Herrera joined her family’s business, Jardines de los Andes, in 2013, becoming the second generation to run the flower farm.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature will spotlight SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Jardines de los Andes is a family-owned company that was founded in 1969 by two brothers, Bernardo and Camilo Herrera. They grew chrysanthemums for the United States wholesale market and eventually diversified into other crops such as alstroemeria. Jardines’ farms encompass more than 200 hectares and produces more than 40 types of crops.
In 2013, Jardines changed its distribution model. Rather than work through third-party distributors, the company decided to distribute and market its products. That initiative was led by Bernardo’s daughter, Sofia, who joined the company that year, becoming the second generation to help run the business. For almost a decade, her job has been to develop their distribution footprint in the United States market, continuing to grow their business and team.
Sofia is especially proud of Jardine’s team. “This last year we employed over 3,500 , which means 3,500 families that support our operations,” she says. “We are devoted to their wellbeing, health, and development in all areas. Our House of Learning, ‘Huaylas,’ supports multiple activities and learning opportunities for our employees’ families.”
What Excites Her
Sofia says the most exciting thing about her job is “the possibility to bring smiles to people and create wellbeing all around us.”
Biggest Challenge
Jardines’ biggest challenge has been the development of a new distribution model. For almost 40 years, Jardines had worked closely with distribution operations in the United States, but now they are distributing and marketing their crops.
“We had a couple of difficult years in the transition period but having a clear goal in mind and working with perseverance and discipline enabled the team to achieve the desired results,” Sofia says.
Best Business Advice
“Don’t be afraid to make decisions. There are only two types of decisions — good decisions and lessons learned,” Sofia says.
Why SAF?
Sofia originally joined SAF to learn about other businesses in the industry and share challenges and opportunities with her peers. She joined SAF’s Growers Council in 2021 and continues to enjoy SAF’s networking and learning opportunities.
Sofia was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.
