The floral industry thrives on creativity, science, and a deep appreciation for beauty—and at Ball SB, all three converge in inspiring ways. With a global reach and a legacy rooted in horticultural innovation, Ball SB is redefining what’s possible in floriculture. We sat down with Carmen Marquez at Ball SB for our March Details University Live Session to discuss her journey, the company’s unique approach, and the exciting future of flowers.
Entering the floral industry wasn’t just a career decision—it was a calling. “My journey has been shaped by a love for flowers and a desire to connect people to the emotional benefits they bring,” she shared. Over the years, this passion has evolved into a mission to not only breed beautiful blooms but also drive innovation, sustainability, and meaningful industry connections.
At Ball SB, this journey has translated into a multifaceted role that bridges breeding, marketing, and industry collaboration. Being part of the Ball Horticultural family provides access to a vast global network, allowing knowledge-sharing across countries and markets to accelerate progress and deepen impact.
Innovation is at the heart of everything Ball SB does. Ball SB doesn’t just grow flowers—they develop the starting materials that empower growers to produce exceptional blooms. From seed to tissue culture to cuttings, the company uses cutting-edge techniques to ensure quality, consistency, and resilience.
But beyond science, it’s the human touch that makes Ball SB stand out. The company actively collaborates with florists and floral designers, gathering feedback at early development stages and creating educational workshops that inspire creativity. “We’ve worked with many influencers and educators to bridge the gap between breeding and design—it’s a two-way conversation that benefits the whole industry.”
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Images from Ball SB
While Ball SB doesn’t grow flowers themselves, they focus heavily on innovating the starting materials that enable growers to thrive. Tissue culture—propagating genetically identical plants in sterile environments—is just one of the advanced techniques used to deliver high-performing, virus-free, and uniform plant material. With propagation labs in Medellín and India, Ball SB ensures that their growers start with the best possible foundation.
Sustainability is another cornerstone. From rainwater collection and solar panels at Colombian production sites to hybrid company cars and Flor Verde certification, Ball SB is committed to reducing its environmental footprint while helping growers do the same.
Developing a new flower variety is a multi-year commitment—often taking up to six years or more. It begins with breeding and genetic refinement, followed by greenhouse trials, post-harvest testing, and rigorous feedback loops with industry professionals. Only after passing each stage does a variety make it to market.
“It’s a meticulous process,” they explained. “We’re looking for vibrant color, strong stems, vase life, and disease resistance—everything our growers and designers value.” Resilience to climate change, emerging pests, and environmental stressors is also top of mind, with breeding efforts focused on future-proofing flowers.
Ball SB’s influence on floral trends is unmistakable. By prioritizing color innovation, texture, and longevity, the company provides florists with tools to bring imaginative visions to life. One example is the development of Delphinium varieties like ‘Sunshine Spray’, which are designed for daily use and are not just towering event pieces.
“Florists often overlook varieties like Delphiniums for everyday arrangements. We want to change that by offering more versatile options in new shapes and colors.”
Market feedback plays a crucial role, too. “We’re constantly listening—to designers, retailers, growers. If someone wants a red or white Dianthus Amazon, we start breeding with that goal in mind.”
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Carmen recently joined the That Flower Feeling Advisory Board, which was a natural fit. “The campaign’s mission aligns perfectly with my own—to help people experience the joy of flowers every day, not just on special occasions.”
Drawing from her experience with consumer brands, Carmen emphasized the importance of creating emotional connections. “We’re not just selling flowers; we’re helping shift habits. Flowers can genuinely improve well-being.” She believes that by fostering a deeper appreciation for flowers in everyday life, the industry can inspire lasting change. “When people associate flowers with self-care, happiness, and mindfulness, they become an essential part of their routine rather than an occasional indulgence.”
This year's Duel of the Delphiniums contest is a showcase of innovation. “We’re excited to see how designers use our new colors and forms—like Serene Lavender and spray-type Delphiniums—in fresh, everyday ways.”
Unlike traditional tall blue or white Delphiniums, Ball SB’s varieties offer softer, more versatile shades. The goal? Make them accessible and inspiring for all design styles, from romantic arrangements to bold modern pieces.
To meet the contestants and see the Top 16 designs, check out our official page for the contest!
Florists should explore Ball SB’s latest varieties to stay ahead of trends, especially for everyday arrangements. “Delphiniums, for example, aren’t just for large-scale pieces. Their shapes and colors now offer more flexibility than ever.”
Ball SB encourages designers to experiment, incorporate new textures, and push creative boundaries while maintaining their unique aesthetic.
The vision for the future is clear: more diversity, sustainability, and beauty. “We’re continually breeding for better stems, longer vase life, and unique colors and textures. We want to offer something truly different.”
The relationship between Ball SB and designers will only grow stronger. Designers influence early-stage development, and their excitement helps drive adoption in the market. “They’re our partners, our collaborators, and often the first to bring a new flower to life in the eyes of the consumer.”
If you missed our official session, check out our official replay video below!