The Festival of Fruit and Flowers (FFF) in Ambato, Ecuador, is marking its 75th anniversary this year, celebrated with vibrant floral exhibitions hosted in the town's historic homes. One of the main attractions is the "Flowers and Memories" exhibition at the Casa del Portal, organized by the provincial government of Tungurahua, which opened its doors to the public on the evening of February 12. This year, the exhibition features approximately 50,000 flowers and includes a decorative float displaying the festival's queen alongside historically themed products, emphasizing the festival's roots formed after the devastating earthquake of August 5, 1949.

The floral exhibitions are part of the broader Carnival celebrations taking place on specific dates, namely February 13, 17, and the weekend leading up to the event. The ambiance attracts hundreds of visitors who come to appreciate the intricate floral designs and the various activities synonymous with the festival. This annual event not only highlights Ecuador's rich culture and traditions but also revitalizes the community economic activities surrounding local agriculture and tourism, as many businesses can benefit from the influx of visitors during the festivities.

Overall, the Fiesta de la Fruta y de las Flores serves as a vital part of Ambato's identity and showcases the resilience and spirit of the community. It holds significant emotional resonance as it commemorates the history of the town while continuing to attract and engage both locals and tourists, thereby preserving and promoting the cultural legacy of the region.