Holambra is known throughout Brazil as the “City of Flowers”. Located 130 kilometers from São Paulo, the town of just 15,000 inhabitants stands out as the largest flower producer in the country, supplying 40% of the national market. It is also responsible for 80% of exports, with shipments to Holland, the United States, Uruguay and other countries.
The most curious thing is that, compared to other cities, Holambra’s occupation is recent. After all, its first residents settled there in 1948. How did a small town in the interior of São Paulo manage to grow economically so quickly? The answer lies in a phenomenon that has long been known in Brazil: the power of immigration.
How did Holambra become Brazil’s “City of Flowers”?
Soon after the Second World War, the Dutch government encouraged part of its population to emigrate to other countries. Many of these Dutch people ended up in Brazil, creating a small colony in the interior of São Paulo. At first, they tried to raise dairy cattle from their home country. However, the animals didn’t adapt to their new home and ended up perishing due to tropical diseases.
But the immigrants didn’t give up, and bet on another strong symbol of their culture: flowers. They began planting gladioli, one of the most widely produced species in their country, which adapted to the Brazilian soil. From then on, production grew and never stopped – turning Holambra into the largest flower-producing center in Latin America.
The success is such that Holambra holds Expoflora every year , the largest flower fair on the continent. The event began in 1981 with Dutch flower growers who wanted to celebrate their origins. Today, it brings together 300,000 visitors a year, with flower exhibitions and cultural performances – keeping alive the link between Holland and Brazil’s “City of Flowers”.
What types of flowers and plants will be in the spotlight at this year’s Expoflora?
A 42nd edition of Expoflora will take place soon, between August 29 and September 28, 2025. This year’s theme will be “Nature in motion”, with attractions that combine environmental awareness and technology.
With more than 300 species on display, it will celebrate the diversity of flowers and ornamental plants. Highlights include classic species such as lilies, orchids, roses, bromeliads and sunflowers, as well as rare plants that you can take home!
But Expoflora isn’t just about flowers. The fair also has attractions for children, live shows, a little farm, typical dance performances and Dutch cuisine. Find out how to take part in this article!
