Every two years, the global floral community gathers in Bogotá to celebrate the beauty, diversity, and innovation of flowers from around the world. Proflora 2025 brought together growers, breeders, and buyers across continents—each united by a shared commitment to quality and connection. For Choice Farms, it was an opportunity to reconnect with our growers, customers, and friends, and to be reminded that behind every flower is a story of dedication, collaboration, and care.
A Celebration 20 Years in the Making
One of the week’s most memorable moments was celebrating Alexandra Farms’ 20th anniversary, an event that captured everything beautiful about this industry: family, passion, and partnership.
Our Vice President Vicky Martinez was invited to speak at the celebration, a meaningful recognition of the longstanding relationship between Choice Farms and Alexandra Farms.
“It was wonderful to see everyone sharing the same admiration for Joey and the Alexandra Farms family,” said Vicky. “We’ve partnered with them for many years, and celebrating this milestone together was truly special.”
The joy of that evening continued when Alexandra Farms received two major awards at Proflora’s Outstanding Variety Competition:
- First Place in New Products for the Magnificent Bells hellebores
- Second Place in Special Shape Roses for Vicky Gardens! from their Deluxe Garden Rose Collection
Both wins highlight Alexandra Farms’ dedication to quality and innovation—values that mirror our own at Choice Farms.
Reconnecting Across Continents
Throughout the show, our leadership team—President Jorge Constain, VP Vicky Martínez, and Director of Sales & Procurement Freddy Melero—spent valuable time strengthening ties with our trusted farm partners, as well as rekindling collaborations with others eager to reconnect.
“This business is still primarily about relationships,” Jorge shared. “That’s something we hope newcomers to the industry will appreciate—our community thrives on trust and connection.”
While visiting one of our grower partners, our team witnessed firsthand the dedication and patience behind their work with Sweet Peas, a variety they have carefully developed for new growing conditions.
“Their attention to detail and commitment to make Sweet Peas thrive on a new continent is truly inspiring,” added Vicky. “It’s proof that perseverance and passion still drive the best results.”
A Reflection on Colombia in Bloom
Walking through Proflora’s bustling halls, it was impossible not to feel inspired by the creativity and scale of Colombia’s floral production—from the lush roses that have long defined the region to the growing diversity of Dianthus, Alstroemeria, Hydrangea, tropical foliage and carnations, which appear to be trending once again.
For Choice Farms, it was also a reminder that progress in floriculture comes from collaboration with growers, importers, and designers working hand in hand to bring beauty to every corner of the world.
Looking Ahead
While this year didn’t bring the dramatic product debuts of previous shows, the trip reaffirmed what matters most to us: reliability, quality, and relationships built on care.
We’re already exploring new varieties to add to our portfolio, selected with the same attention to excellence our customers have come to expect.
“It’s always rewarding to see our partners and customers at work and play in this great industry,” Jorge said. “We left Proflora feeling proud, respected, and motivated for what’s next.”
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