Our Story
Founded in 1972 by Peter Ullrich, ESMERALDA FARMS was established with a vision to transform floriculture through innovation, scale, and craftsmanship. From humble beginnings, the company has grown into a network of ten farms and Genviv’s advanced breeding unit, spanning key production regions across Ecuador and Colombia.
Esmeralda is recognized globally for its leadership, consistency, and quality, driven by state-of-the-art production methods and a team whose dedication is unmatched. In our ongoing pursuit of progress, our growers remain committed to enhancing productivity through sustainable approaches that honor both the land and the hands that nurture it.
Following its acquisition by Sunshine Bouquet in 2020, Esmeralda Farms has continued to thrive under a shared commitment to excellence and forward-thinking practices. In 2022, we expanded our reach and capabilities through two strategic integrations. In February, Esmeralda acquired the variety portfolio and all operations of Genviv—Tecnoviv’s breeding division—in Ecuador and the United States. Originally established as Esmeralda Breeding & Biotechnology in 1998, Genviv has long been a leader in cut flower breeding, introducing some of the most recognizable rose and summer flower varieties in the market.
Shortly after, we acquired the portfolio and operations of Sande Flowers in Ecuador and the U.S., further enriching our catalog with more floral offerings for our customers.
At Esmeralda Farms, our mission is clear: to exceed expectations with premium fresh-cut flowers and standout customer service. We are proud to set the standard in floriculture, and it all started with one grower’s dream more than 50 years ago.
Peter Ullrich, Founder
“I look at our business like the hi-tech business. If we don’t improve what we have, if we continue to sell what we have, we cannot expect that our business is going to grow!” – Peter Ullrich
Peter Ullrich built Esmeralda Farms by growing and breeding the best fresh cut flowers in the world. The ...read morestory begins in 1942 in Bad Wildungen, Germany, Ullrich’s birthplace. It was at his parents’ small flower shop where Ullrich was first introduced to flowers.
In 1962, Ullrich moved to the United States with a dream. Among other part-time jobs, he began peddling flowers to earn extra money. Twice a week, he would drive to the airport, load up two or three boxes of flowers, and sell them to local stores. Finding success in these activities, he set his sights on building a career around selling flowers full-time.
Ullrich opened his first wholesale operation in 1971 in Queens, New York, where he sold cut flowers imported from South America. It was here where he realized that selling flowers wasn’t difficult—it was sourcing them that was challenging.
It was then that Ullrich invested in the flower farm, Flores Esmeralda, located in Medellín Colombia. Without knowing a word of Spanish, Ullrich became one of the first growers to establish a presence in South America. Taking advantage of the lands’ high altitude and favorable climates, he began cultivating top-quality, fresh cut flowers available for year-round purchase. For the next four decades, Ullrich would continue to grow Esmeralda Farms as a company, establishing additional operations in Colombia, Ecuador, Peru, Mexico and Africa.
In 2006, for introducing new Hypericum varieties to the U.S. market, Ullrich was honored with the prestigious Gold Medal Achievement Award by the Society of American Florists. Two years later, Ullrich was awarded with the Wholesale Florist & Florist Supply Association’s highest honor, the Leland T. Kintzele Distinguished Service Award, for his substantial contributions to the floral industry.
In 2013, Ullrich announced his retirement as President and CEO of Esmeralda Farms. The marketing and distribution of the company's products in North America continued under the Connectaflor brand. In June 2020, Sunshine Bouquet Company acquired Esmeralda Farms. Two years later, in February 2022, Esmeralda acquired the variety portfolio and all the operations of Tecnoviv's Genviv breeding business unit in Ecuador and the United States. With this acquisition, Esmeralda Farms and its parent, Sunshine Bouquet Company, gain Genviv's rich pool of genetics and proven R&D capabilities.
Today, Esmeralda Farms remains one of the most prominent players in the floral industry, still committed to Ullrich’s incomparable vision dedicated to quality, beauty, longevity and value.
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