BOGOTA, Colombia: Colombia is heaven made for year-round flower growing. It possesses a mild equatorial climate, long days, fertile soil, abundant water, modest wages and favourable trade conditions with important markets (US, EU). So within decades Colombia has become, and still is, the world’s second largest flower exporter. Yet the Colombian floral industry is now faced with uncertain times. Recently Royal FloraHolland made a SWOT (strengths, weaknesses, opportunities and threats) analysis of Colombia and its floral industry which provides strong indicators of its future prospects.