Millions of Colombian roses have arrived in the United States just in time for Valentine’s Day, keeping the country on track as the world’s second-largest flower exporter. Between 15 January and 9 February, Colombia shipped roughly 65,000 tons of fresh-cut blooms.

The Valentine's day period typically accounts for about 20% of annual sales, however, growers are facing mounting economic challenges.

A 10% U.S. tariff imposed last April, as part of President Donald Trump’s broader trade measures, is weighing on profits, while a stronger Colombian peso and a 23% rise in the minimum wage are squeezing margins and eroding competitiveness.

The United States accounts for approximately 80% of Colombia’s flower exports.

Jose Antonio Restrepo, manager of Ayure SAS Eclipse Flowers near Bogotá, said the industry is experiencing “very adverse, very complicated situations,” warning that continued pressures could lead to layoffs and farm closures by July.

Flower cultivation is Colombia’s most labour-intensive agricultural sector, employing around 240,000 people across 10,500 hectares.

An employee works inside a greenhouse, ahead of Valentine's Day, at Ayura Flowers, in Sopo, Colombia, 3 February, 2026

Reuters

The timing of Valentine’s Day this year (falling on a Saturday) also presents challenges for sales, as many consumers traditionally send flowers to offices during the week, explained Augusto Solano, president of Asocolflores.

Despite the economic pressures, workers on the packing floors remain positive.

Susana Vega, wrapping roses for shipment, said: “It’s an immense joy, knowing that we’re bringing happiness to someone… to a woman, to a mother and that we’re also benefiting ourselves.”

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