As millions of Colombian roses flood the U.S. market in preparation for Valentine’s Day, the country’s flower industry is facing significant economic hurdles. The sector, which ranks as the world’s second-largest flower exporter, is grappling with rising tariffs, a strengthening peso, and increased labor costs—threatening its future viability.

Colombia’s flower exports, which serve as the primary supplier for the U.S. market, surged ahead of Valentine’s Day. Between January 15 and February 9, an estimated 65,000 tons of fresh-cut blooms were shipped, a period that traditionally accounts for around 20% of the industry’s annual sales. However, the robust demand for roses is being overshadowed by economic challenges.

Impact of U.S. Tariffs on Flower Exporters

The imposition of a 10% tariff by the U.S. in April 2025, as part of President Donald Trump’s broader trade measures, is one of the key obstacles for Colombian flower growers. The U.S. represents roughly 80% of Colombia’s flower exports, and the tariff has significantly impacted margins.

Jose Antonio Restrepo, the manager of Ayure SAS Eclipse Flowers, located near Bogotá, expressed concern over the ongoing economic difficulties. He warned that without a significant shift in the country’s economic conditions, widespread layoffs and potential farm closures could occur by mid-year.

Struggling with a Strong Peso and Rising Labor Costs

In addition to the tariffs, Colombia’s peso has strengthened nearly 12% against the U.S. dollar over the past year. This makes Colombian flowers more expensive for U.S. buyers, further squeezing the competitiveness of the industry.

The labor-intensive nature of flower cultivation, which supports roughly 240,000 workers across 10,500 hectares (about 26,000 acres), also adds to the pressure. A 23% rise in Colombia’s minimum wage has further raised operating costs for growers, exacerbating the financial strain.

Valentine’s Day on a Saturday

This year, another unexpected challenge for the flower industry is the timing of Valentine’s Day itself. Traditionally, the holiday falls on weekdays, allowing customers to send flowers to offices as a surprise. However, with Valentine’s Day landing on a Saturday this year, industry experts fear that fewer flowers will be sold compared to years when the holiday occurs on a workday.

Augusto Solano, the president of Asocolflores, the industry’s trade association, noted that the timing of Valentine’s Day can significantly influence sales patterns, with weekdays being the preferred time for flower deliveries.

The Resilience of Colombia’s Flower Workers

Despite these setbacks, there remains a sense of purpose and optimism in some corners of Colombia’s flower industry. Susana Vega, a worker at Ayure SAS Eclipse Flowers, spoke of the immense joy in knowing that her rose bouquets bring happiness to people across the U.S. “We’re bringing happiness to someone; we’re sending joy to a woman, to a mother,” she said, highlighting the personal fulfillment many workers feel.