What is Hoja Verde?
Hoja Verde, founded in 1997 on the Letort family’s land in Cayambe near Ecuador’s Middle of the World, is a renowned project in the agricultural processing industry. Operating four production farms — Hoja Verde, Joygardens, Flormare, and El Carmen — the initiative cultivates premium roses and high-quality agricultural products for the international market. This project is dedicated to growing exclusive, high-quality flowers and various agricultural products that evoke emotions and fulfill the dreams of customers around the globe. With a strong commitment to ethics, fair trade, and human rights, Hoja Verde has grown from a modest 4 hectares of floriculture to a globally recognized symbol of sustainable excellence and quality.
Main Benefit and Key Facts
The remarkable benefit of this project lies in its ability to combine exclusive, top-quality production with sustainability and social responsibility. The key figures and facts include:
- Operates four state-of-the-art farms in Ecuador at altitudes ranging from 2,741 to 2,777 meters above sea level.
- Holds prestigious certifications such as Florverde Sustainable Flowers, Fairtrade, Fair Trade USA, BASC, and Flor Ecuador.
- Commitment to social initiatives including home improvement for workers, continuing education, and healthcare provision.
- Focused on producing roses characterized by vibrant colors, healthy stems, and longer vase life due to Ecuador’s optimal microclimates.
- Bcorp score stands at 82.6, underlining a strong environmental and social performance.
Farm Locations and Quality
Distinct geographic attributes lend Hoja Verde a unique edge. The flagship farm, Hoja Verde, is perched in the heart of the Cayambe volcano at 2,777 meters above sea level, harnessing a microclimate that accentuates the vibrant colors and robustness of its premium roses. Joy Gardens, located in the strategic rose-growing zone of Tabacundo at 2,775 meters, offers similarly optimal high-altitude conditions. Meanwhile, Flormare and El Carmen, both based in Ecuador’s fertile regions, are dedicated to the cultivation of roses, spray roses, and other botanical treasures such as gerberas and eucalyptus. These locations not only ensure the superior quality of each product but also contribute to the distinct identity and reputation that Hoja Verde enjoys around the world.
Certifications and Commitments
The project prides itself on holding the world’s most prestigious certifications in floriculture. These certifications guarantee that the flowers are cultivated with both social and environmental responsibility in mind. The Florverde Sustainable Flowers Certification attests to the adherence to good agricultural practices, resource optimization, and respect for labor rights. In addition, the Fairtrade and Fair Trade USA certifications ensure fair wages, safe working conditions, and social equity, demonstrating a deep commitment to sustainable development and community empowerment. The BASC Certification underscores strict security protocols, while the Flor Ecuador Certification verifies that production meets high social, labor, and environmental standards. Each certification serves as a testament to the project’s integrity and dedication to quality.
Social Initiatives that Make a Difference
Hoja Verde’s commitment extends well beyond production excellence—social responsibility is embedded at every level. The project has initiated several impactful programs aimed at enhancing the quality of life for its workers and their families. A home improvement program stands out by providing opportunities for workers to achieve better living conditions through homeownership. There is also a dedicated effort toward employee continuing education and professional development, ensuring that workers can grow within the company. The initiative extends its support by facilitating access to educational resources, school supplies, and scholarships for workers’ children, thus fostering future generations. Healthcare is another priority; comprehensive wellness programs ensure that workers and their families have access to essential medical services. In times of need, immediate financial assistance is provided for domestic emergencies, and recreational programs are set up for the children during vacation periods. These initiatives not only improve lives but also build a strong, community-oriented workforce.
Environmental and Operational Excellence
The operational strategy of Hoja Verde is firmly rooted in sustainable practices that encourage environmental stewardship and operational excellence. Emphasizing fair trade principles and extensive adherence to regulatory and legal requirements, the project remains steadfast in its mission to provide products that are both ethically and environmentally sound. The unique combination of high-altitude cultivation and rigorous process management produces flowers of unmatched quality, which have captured the attention of global markets. There is a clear understanding that every step in the production chain, from seed to vase, must reflect the highest standards of integrity and sustainability. This philosophy, integrated deeply into the operational practices, creates a visible impact on both the environment and the community.
Project Impact on Sustainable Development Goals
- SDG 3: Good Health and Wellbeing – through comprehensive healthcare initiatives for workers and their families.
- SDG 4: Quality Education – by facilitating continuing education and supporting the education of children of the workers.
- SDG 8: Decent Work and Economic Growth – ensuring fair wages, safe working conditions, and professional development opportunities.
- SDG 10: Reduced Inequalities – promoting gender equity and fair trade practices.
- SDG 13: Climate Action – through sustainable agricultural practices and environmental responsibility certifications.
A Remarkable Journey in Agricultural Excellence
The story of Hoja Verde is one of transformation and commitment. What began on a small plot of Cayambe land has evolved into a world-class project that continues to redefine floriculture on a global scale. With a focus on social responsibility, ecological integrity, and operational excellence, every aspect of the project—from its state-of-the-art farms to its rigorous certifications—speaks volumes about a commitment to high standards. There is a noticeable, natural flow in the way this project operates: the blend of premium quality flowers with community upliftment and environmental care is almost poetic… each element interwoven to create a legacy of excellence. By harmonizing tradition with innovation, Hoja Verde manages to capture not only the imagination of the market but also the hearts of communities, setting an inspiring example in sustainable agricultural processing worldwide.
