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Colombia's cut flower production "flower second generation" | Weekly International Flower News · FCI

author:Chinese Journal of Flower and Gardening

Author | MARTA PIZANO

Translate | Yanran

This year marks the 50th anniversary of the Colombian Association of Flower Exporters (ASOCOLFLORES), about 55 years after Colombia first exported flowers, which brings an important topic to the local industry: the search for a successor. A smooth succession of the new generation is key to the continued health of the business, especially as many flower companies in Colombia are family-owned. Alternating old and new, achieving a smooth transition is not an easy task.

Colombia's cut flower production "flower second generation" | Weekly International Flower News · FCI

Pablo Bazzani

Pablo Bazzani recently took over as general manager of La Plazoleta, Colombia. The company is a successful family business founded 40 years ago by Pablo Bazzani's father, specializing in the production and export of gerberas, six flowers and other flowers. Pablo studied visual arts and worked in television production before taking over the family business. To strengthen his management skills, he pursued a Master's degree in Marketing with expertise in digital subject areas. He received the first-ever International Young Grower Award at the International Grower Awards 2022 by the International Horticultural Producers Association (AIPH).

Colombia's cut flower production "flower second generation" | Weekly International Flower News · FCI

▲AIPH Vice President Captanio presented the award to Paboro Bazzani, winner of the inaugural Annual International Young Grower Award

Recently, FloraCulture International (FCI) magazine interviewed Pablo Bazani to share his feelings as a new generation of managers of family businesses.

FCI: What does gardening mean to you?

Pablo Bazzani: I grew up in close contact with flower production and export, and after joining the company, my first position was as a marketing assistant. I quickly fell in love with the flower business. From the beginning, my marketing strategy was focused on finding differences: novel decors, marketing products by offering dyed flowers. After some time, I was promoted to Marketing Manager and because I was fluent in English, I was able to bring a higher international dimension to the position. At the same time, I am also a little concerned about the company's strong dependence on the US market for flower export trade. It's time for the business to diversify, and over the past few years, we have targeted customers in the Asian and European markets.

FCI: Last year, you attended the Master of Professional Managers program, tell me about this experience.

Pablo Bazzani: I stumbled upon this training course, contacted me and applied for it. Developed by Jungle Talk in partnership with Dutch horticultural supply and agritech companies, this course provides training for young practitioners in the international horticultural industry. Luckily, I was quickly accepted and also passed this course, and was nominated for the inaugural International Young Growers Award 2022. When I finally won the award, I was very proud.

Colombia's cut flower production "flower second generation" | Weekly International Flower News · FCI

▲Interview with FCI magazine

FCI: Did your job become easier after taking over the management of the family business?

Pablo Bazzani: Before the outbreak of the Russian-Ukrainian conflict, 25% of the sales on our farm came from the Soviet Union. Now the situation has become very complicated, international accounts are closed, some customers cannot be contacted, and shipping costs have increased by at least 30%. But the Russian market reacted accordingly. Over the next few months, we consolidated orders and found new distribution channels. Now sales are basically back to normal.

FCI: Is the ripple effect of the pandemic continuing?

Pablo Bazzani: In 2020 and 2021, here as in other regions, there was a high demand for flowers. But from the second half of 2022, this has slowed down. Valentine's Day sales in 2023 look good, but flower production costs are climbing significantly. In addition, recession and inflation in the United States are likely to lead to a decrease in demand for flowers. Due to the energy crisis, the European economy shrank and Dutch flower production decreased. But we didn't feel that the Dutch market needed more flowers from Colombia, not even chrysanthemums. If the need does exist, Africans may be filling the gap.

Colombia's cut flower production "flower second generation" | Weekly International Flower News · FCI

▲Six varieties of flowers on the farm

FCI: How would you describe the current state of flower farming in Colombia?

Pablo Bazzani: The situation now is a shortage of labor. Flower cultivation in Colombia is highly concentrated near Bogotá and Medellín, and various large industrial enterprises from around these two cities compete fiercely for labor resources. With this in mind, we are enhancing employee benefits, including competitive wages and bonuses, health benefits, setting up daycare centers, and continuing education opportunities to attract the workforce. If we don't really specialize and provide an innovative, interesting and attractive working atmosphere, we won't be able to compete with other industries.

FCI: What about your succession plan?

Pablo Bazzani: Succession is not as simple as it seems, and the new generation does not always follow in the footsteps of their fathers and ensure the continuity of the company's business. I think it's important to have a solid management system in place within the business to ensure that there are always people who are ready to continue to work hard for the growth of the business.

The Colombian Flower Exporters Association has launched a "Next Generation" campaign to bring together a younger generation of managers to exchange ideas, learn from history, and promote networking. Colombia's flower farming industry already occupies an important place on the international stage, but how it develops in the future is equally important.

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