Colombia is
the second-largest flower exporter in the world, just behind the Netherlands,
according to the Colombian Agricultural Institute (ICA). The flower industry
generates billions of dollars in revenue for the country, over $2 billion USD
(approximately €1.79 billion), but not all producers have access to
international markets.
Juan
Echeverry (Colombia, 31) realized that despite the sector’s importance,
“Small-scale farmers lack the infrastructure and logistics needed to export
their products.” In response, he launched Petalii, a platform that buys
directly from small producers and sells their flowers worldwide.
But Petalii
is more than a trading platform; it’s a social enterprise. The company also
provides training and financing opportunities to the 50+ farmers it works with.
“We offer training, guarantee the purchase of 100% of their production, provide
financing, and pay above-market prices thanks to the efficiencies in our
business model,” explains Echeverry.
Petalii has
already made a positive social impact, improving the lives of more than 200
Colombians. The company guarantees immediate payment, eliminating the
industry’s standard 90-day wait, and pays 15% more than market prices. In
addition, it has provided over $20,000 USD (about €17,900) in financing to
female producers.
Echeverry
graduated in Business Administration from CESA Business School (Colombia), but
it was his work at impact investment fund Acumen that led him to launch
Petalii. There, he gained a deeper understanding of the country’s rural
challenges and recognized the vast potential of Colombia’s biodiversity.
Alongside co-founder Camilo Cortes, he launched Petalii in September 2021, and
since then, they’ve sold more than 5 million stems.
Looking
ahead, Echeverry envisions technology as central to the company’s future: “We’ll
become the fastest-growing flower distributor in Latin America. Our
international presence, with headquarters in the United States and Colombia,
will ensure end-to-end product tracking—from planting to final delivery—using
blockchain, a virtual agronomist for technical support, and artificial
intelligence to measure product quality.”
Petalii
aims to sell over 20 million stems, transforming the lives of thousands of
Colombians living in rural areas by helping them reach global markets with
their products.
The company
has already been nominated by the Foro de Presidentes as one of Colombia’s top
sustainable business models, and recognized by the Biz Awards from the World
Confederation of Business. Petalii has also been selected by several national
and international startup acceleration programs, including Bancolombia’s En
Campo initiative. For his part, Echeverry has participated in multiple
leadership programs, including Hive, the Westerwelle Foundation, and Origen,
and is also one of MIT Technology Review in Spanish 35 Innovators Under 35.
