This article explores the causes and consequences of the export boom in fresh cut flowers from Ecuador. Between the 1980s and the present, flower exports rose from almost nothing to 9 percent of the country=s nonpetroleum export earnings. This research asks whether flower exports can continue to expand. It also examines the economic, social, and cultural impact of the flower boom on the regions of Ecuador where the flowers are cultivated. Finally, the article discusses the environmental impact of floriculture on workers in the industy.