With global trade pressures, shifting regulations and supply chain challenges reshaping international commerce, Laura Valdivieso — Colombia’s former vice minister of foreign trade — has been appointed president of Asocolflores.
Valdivieso, who brings deep experience in export policy and market access to one of the U.S.’s most important flower-producing sectors, officially assumed the role April 13. She succeeds Augusto Solano, who retired after leading the association for decades.
Her appointment also marks a milestone for the Colombian flower industry: She is the first woman to lead the association in 30 years. The distinction carries added significance in a sector where women make up about 60% of the workforce and more than half of employees are female heads of household, according to the organization.
The move comes as Colombia’s flower industry faces a rapidly evolving trade environment shaped by freight volatility, U.S. tariffs, sustainability mandates and intensifying competition in global markets. Colombia is the world’s second-largest flower exporter, shipping nearly $2.4 billion in flowers annually to more than 100 countries.
Valdivieso was selected following a unanimous recommendation from its board after a national search.
She brings more than 20 years of experience spanning public policy, private industry and international trade. As Colombia’s vice minister of foreign trade, she helped guide policies aimed at expanding exports, attracting foreign investment and facilitating commerce. During the pandemic, she led measures designed to keep export industries operating and positioned export promotion as a driver of economic recovery, the association said.
She also previously led Colombia’s commercial office in Washington, D.C., where she managed bilateral trade relations with the United States, Colombia’s largest flower market and destination for roughly 80% of the country’s flower exports.
“It is an honor to lead Asocolflores at a time when Colombia’s floriculture sector represents both economic strength and social impact,” Valdivieso says in a statement. “Expanding international market access while strengthening sustainability will be key to ensuring long-term growth and opportunity.”
Valdivieso’s priorities are expected to include strengthening logistics capabilities, expanding into new markets and helping growers navigate increasingly strict sustainability regulations, particularly in the European Union, the statement says.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
