Cut Flowers: Roses, Gerberas, and Lilies — How to Produce for the Market Regularly

A cut flower farm — production of roses, gerberas, lilies, chrysanthemums, anthuriums, and other flowers for sale in stems — is one of the most profitable agricultural activities per square meter in Brazil. With production concentrated in Holambra-SP, Barbacena-MG, Joinville-SC, and Fortaleza-CE, the market moves over R$ 10 billion per year and is the fastest-growing segment in the ornamental agribusiness.

Brazil has the most dynamic cut flower market in Latin America — with a growth rate of 15% per year driven by increased consumption during holidays, event decoration, and the growing flower subscription market. Roses and gerberas lead consumption, but tropical flowers such as bird of paradise, heliconia, and anthurium are experiencing rapid growth in the premium market.

When cut flowers are produced with high-quality stems, properly preserved, and distributed with efficient logistics, this segment can significantly contribute to job and income generation in Brazil.

Join our strategic initiatives to implement the best solutions in the Brazilian agricultural sector. Our activities, studies, and advanced research cover 20 chains and 255 segments of the national agribusiness — from grain production to sustainable extraction, including horticulture, fruit production, livestock, and much more.

The series Innovation for Brazil to Produce More was developed specifically to identify and implement the best solutions available in Brazil and around the world in the 255 segments of the agricultural sector — with accessible technical language, updated data, and a focus on practical results for producers, suppliers, governments, and commercial entities.

1.  Opportunities for Small Rural Producers

How to produce cut flowers with quality and regularity of supply

The quality of cut flowers begins with harvesting at the correct stage of opening — roses at the closed bud stage; gerberas with one to two rows of petals open. The correct post-harvest process (conditioning solution, cold chamber) determines vase life and commercial value.

✔    Harvest at the correct stage — defines vase life and commercial value

✔    Post-harvest conditioning solution — 200ppm of silver nitrate for 12 hours

✔    Immediate cold chamber at 4°C — vase life increases from 5 to 14 days

✔    Protected production in greenhouses — constant quality and no losses due to rain

✔    PRONAF and state lines for protected floriculture

The E-Book 01 — Strategic Manual for Small Rural Producers presents, in detail, the best solutions for this and the other 254 segments of the Brazilian agribusiness — focusing on methods, cost reduction, and progressive growth from Agro 1.0 to Agro 6.0.  Access now for BRL 99.00 →

2.  Opportunities for Micro and Small Local Suppliers

What equipment and services does cut flower production require

Cut flower production requires greenhouses, cold chambers, and specialized distribution logistics — high-demand markets in producing regions.

Solutions by field of engineering applied to the segment

Our activities, studies, and advanced research cover six major fields of engineering — and the chain demands solutions in all of them:

Electrical Engineering and Computing — automation of flower greenhouses; cold chambers;

Electronic Engineering and IoT — temperature, humidity, and CO₂ sensors for greenhouses;

Control and Automation Engineering — irrigation and fertigation for flower greenhouses;

Mechatronics and Robotics Engineering — refrigerated transportation vehicles for flowers;

Renewable Energy Engineering — solar for floriculture greenhouses;

Data Science and Artificial Intelligence — batch management and distribution logistics platforms.

✔    Greenhouses for cut flower production

✔    Cold chambers for cut flowers

✔    Refrigerated vehicles for flower distribution

✔    Conditioning and preservation solutions

✔    Consultancy in post-harvest management of flowers

The E-Book 02 — Strategic Guide for Micro and Small Local Suppliers maps, segment by segment, business opportunities — focusing on IoT, energy, automation, and specialized technical services.  Access now for BRL 99.00 →

3.  Opportunities for Municipal Governments

How municipalities can support floriculture and create an ornamental hub

Holambra-SP is the largest floriculture hub in Latin America — and its cooperative model, Veiling, can be replicated in municipalities with a vocation for floriculture.

✔    Program to promote protected floriculture for family farmers

✔    Municipal flower distribution center or Veiling

✔    Flower Festival — cultural identity and tourism

✔    Municipal IDM: flowers produced and sold locally

✔    Partnership with floriculture and supermarkets for local flowers

The E-Book 03 — Reference Guide for Municipal Governments presents step by step how municipal secretaries and managers can implement effective public policies for the 255 segments of agribusiness.  Access now for BRL 99.00 →

4.  Opportunities for Small Agricultural Product Retailers

How cut flowers create business opportunities for distributors, retailers, and subscription services

The flower subscription market is growing by 40% per year in Brazil — with platforms like Giuliana Flores and Rosali delivering weekly bouquets to homes. Producers who connect directly with subscription platforms eliminate wholesalers and capture much higher margins.

For decorators and event buffets, Brazilian tropical flowers — bird of paradise, heliconia, anthurium, turmeric, emperor's staff — are growing by 30% per year in the premium wedding and corporate event decoration market.

Products with high commercial potential

The main products derived from this segment for local retail and food service include:

Premium packaged roses — the fastest-selling product in retail;

Tropical flowers for event decoration — anthurium, heliconia, bird of paradise;

Weekly flower subscription — a recurring revenue model;

Customized bouquets for weddings — premium event market;

Gerberas and chrysanthemums for retail — high turnover flowers;

Flowers for export — growing demand in Europe and the USA.

Profiles of merchants and their specific opportunities

✔    Subscription platforms: weekly fresh flowers delivered home

✔    Decorators: tropical flowers for premium events

✔    Floriculture: direct producer roses and gerberas

✔    Supermarkets: shelves with fresh local flowers

✔    Exporters: tropical flowers for Europe

✔    Buffets: customized bouquets for weddings

Growth strategies for local merchants

The florist that connects with a subscription platform and delivers fresh flowers every week eliminates the auction intermediary (Veiling) and captures the full margin — with predictable and growing revenue from loyal subscribers.

PRONAF and BNDES cover greenhouses. Pronampe finances distributors and platforms.

The E-Book 04 — Strategic Guide for Small Agricultural Product Merchants maps 30 merchant profiles and details growth opportunities across all 255 segments of agribusiness.  Access now for BRL 99.00 →

Innovation and Technology Network

By purchasing any e-book from the series, you become a member of our Innovation and Technology Network. Groups with 30 members can organize and fund in-person strategic planning events to identify and implement the best solutions available in Brazil and around the world.

✔    Small Rural Producers

✔    Micro and Small Supplier Companies

✔    Municipal Governments

✔    Small Agricultural Product Merchants

⭐  Special offer: I will provide 100% discount on the value of my working hours for the 10 pioneer events organized by 11/30/26 and held in December 2026. Therefore, the 10 pioneer groups will only cover the general expenses.

Best regards,

Ivo Alves

CEO · Master in Electrical Engineering and Computing · Specialist in Innovation and Technology Project Management

Faculty: IFPB and UFRN  ·  38 years of experience in Engineering