Medellín Field Notes: Learning the City Before Building the Business
When I first traveled to Medellín, Colombia, I wanted to understand the environment behind the products, people and relationships that could eventually become part of Rose Import. So I started by walking. Walking is how I first got to know New York City as well, twenty years ago. It takes you to unexpected places, helps you build a sense of connection, and makes you much more aware of your surroundings. So I did very little Ubering on this trip, although Uber has worked beautifully for me in Medellín, Bogotá and Chía.
I walked through neighborhoods, visited flower shops and supermarkets, drank a lot of Colombian coffee, tried local food, and paid attention to how products were packaged, displayed and sold. I used Medellín’s Metro, buses and Metrocable, rented a car and drove from Medellín to Guatapé, explored Comuna 13, and spent time looking at the city from both street level and high above the valley.
I also experienced everyday life. I exercised at outdoor gyms, went running during the Sunday road closures, visited the Botero sculptures, joined a Finnish sauna gathering, spoke with people I met along the way, and FaceTimed family members back home.
At first glance, none of this looks like traditional business research. But that was exactly the point. I wanted to understand how the city moves, what people buy, how they live, what they value, and how products fit into everyday life.
Flower shop Pavia at Centro Comercial Oviedo, Medellín, Colombia. March 1st 2026
A supermarket tells you something about branding and consumer behavior. A flower shop tells you something about pricing and presentation. A drive through the mountains tells you something about geography and logistics. Public transportation shows how people and commerce move through a city. Food, music, art and public spaces tell you something about culture.
Store and a cafe in El Poblado neighborhood in Medellín Colombia, March 1st 2026.
All of those things matter when you are trying to build relationships and do business across countries.
That first trip became part of the way I think about Rose Import LAB™. Before trying to sell, source or build something in a new market, first learn how to observe it. Rose Import’s primary market is in the United States, but understanding Colombian consumer behavior is still valuable. It provides context, comparison and inspiration when bringing products from Colombia into the U.S. market.
I later learned during rose farm visits that preferences for rose varieties, colors and styles can vary significantly from one market to another. Certain colors may perform particularly well in Asian markets, while the United States can accommodate a remarkably broad range of varieties and aesthetics.
I loved learning this because, in a small way, it reminded me of what I appreciate about the United States itself: openness, variety and the possibility of finding a market for something new. The idea of the United States as a land of opportunity may sound familiar, but as an entrepreneur, I still find it exciting.
So when you arrive in a new city, walk the streets. Look at the shelves. Talk to people. Notice how things move. Pay attention to what feels different.That is often where the best questions begin. And sometimes, where the best opportunities begin too.
City view from Comuna 13, Medellín Colombia, March 3rd 2026.
Mike Rosenfeld talk at Nordika Rooftop,
Experiencing a Finnish Sauna in at Nordika rooftop Medellín, Colombia. February 28th 2026.
Pink rose and a graffiti mural somewhere in Medellín Colombia March 2nd 2026
Outdoor gym Unidad deportiva de Belén, Medellín Colombia February 26th, 2026.
