Expectations of Kenyan flower industry players on Valentine’s Day

As the world mark’s Valentine’s Day this year, the Kenyan floriculture industry is positioning
itself as one of the global powerhouses in the export and sale of flowers with more than 500
million stems from Kenya’s flower farms expected to grace markets in Europe, Asia, Africa, and
beyond.
“Valentine’s Day is not just a celebration of affection, it is a testament to the dedication of our
farmers, exporters, and innovators who ensure Kenya remains a top global supplier of cut
flowers, contributing 1.6% to Kenya’s GDP and employing over 200,000 workers. This
Valentine’s Day, over 500 million stems from our farms will grace homes, weddings, and
celebrations,” said Clement Tulezi the CEO of Kenya Flower Council.
The impact of this single day on the economy is profound with the huge demand and insatiable
appetite for Kenyan flowers making the floriculture sector one of the country’s top foreign
exchange earners. These sales also stimulate related industries, including transportation,
packaging, and logistics, as flowers are rapidly transported from farms to markets around the
world.
The quality of Kenyan flowers is unmatched, with the country’s floriculture sector renowned for
its well-maintained production standards. Kenyan flowers, known for their freshness, color, and
durability, make up for almost 40% of global flower exports. During the Valentine’s season,
flower exporters work closely with logistics companies to ensure that flowers reach their
destinations within hours, guaranteeing that they remain fresh for consumers.
At Red Lands Roses, one of the largest flower farms in the country, Valentine’s Day is one of the
most critical seasons of the year, and for 2025, the grower’s expectations include smooth freight
operations to ensure all flowers are shipped on time, favorable weather to prevent any disease or
quality challenges, and zero False Codling Moth (FCM) interceptions—a quarantined pest in
Europe.
The company has over 200 rose varieties that it ships to various markets globally.
“Quality is our signature—we pride ourselves on selling fresh flowers that open beautifully in
the vase and have an extended vase life,” said Disha Copreaux, the CEO. “Beyond our product,
our strong customer relationships and personalized service make a difference, ensuring each
order is handled with care. Valentine’s Day is an intense period, but what makes it special at Red
Lands Roses is the teamwork. “Senior management is hands-on, even during night shifts,
ensuring that the entire team stays motivated and that we deliver on our commitments.”
Disha further explained what the spirit of Valentine’s Day represents for the company: “While
the world celebrates Valentine’s Day as a day of love, for us, it is a moment of intense teamwork
and coordination. It’s when all levels of management come together, solving challenges in real-
time and ensuring seamless execution.” Beyond fulfilling orders, the season strengthens our team
bond and reminds us of the passion behind our work.
This year, Qatar Airways Cargo, the global air cargo carrier, has transported 1,600 tonnes of
flowers, the equivalent of 25 million fresh-cut Kenyan red roses on its Nairobi-Doha and Liège
routes in time for Valentine’s Day.

In addition to its scheduled passenger-and-cargo flights, the cargo carrier added nine Boeing 777
charter freighters in the fortnight leading up to Valentine’s Day, to support the increased demand
during this peak season.
On an annual basis, Qatar Airways Cargo uplifts more than 25,000 tonnes of freight from Kenya.
75 per cent of that is flowers, with meat, fruits and vegetables being the majority of the
remaining cargo.
Mark Drusch, Chief Officer Cargo, Qatar Airways Cargo: “Kenya’s floriculture sector is a
success story that must be celebrated and supported. Kenya is well-known for producing
incredibly beautiful cut roses of unparalleled quality due to its unique growing environment. As
the world’s leading air cargo carrier, we are proud to be able to play our part in sharing this great
product with the world and supporting the Kenyan economy.”
Drusch added: “Thanks to Valentine’s Day, February is an important month and an economic
boon for Kenya’s floriculture sector. Qatar Airways Cargo’s services are critical in helping
reward the dedicated farm workers, farmers and entrepreneurs behind the blossoming
agribusiness sector.”
For flower vendors across Kenya, Valentine’s Day is more than just a celebration of love; it is
the most lucrative period of the year. The expectations for this period are high, with the demand
for fresh flowers surging, particularly roses.
According to vendors, the lead-up to February 14 sees a significant increase in foot traffic, with
customers purchasing flowers for partners, loved ones, and even friends and this year is no
different. This annual rush brings immense opportunities for local businesses, and vendors across
the country are preparing for a massive surge in sales.
“It’s all about planning ahead. We order in bulk to ensure we don’t run out of popular flowers
like roses, lilies, and daisies. But it’s also important to stay flexible. Sometimes, last-minute
orders come in, and we have to be ready to adjust. I’m expecting a lot of young people coming
in, which means we’ll also be selling more affordable options this year,” noted Timothy King’ori
a vendor in Nairobi.
Stacy Mukumu, a florist in Naivasha said e-commerce would play a big role in driving sales this
year: “We’re expecting higher sales than last year, and with the rise in online orders, we’re
prepared to deliver as quickly as possible. It’s all about getting those flowers to the customer
while they’re still fresh. Valentine’s Day is vital for our business, and I can already see a strong
interest from our regular and new customers.”
But even as the industry enjoys a moment of global recognition, it continues to faces serious
challenges that threaten its continued growth and competitiveness.
“Even as we celebrate, we must confront the thorns among the roses—challenges that threaten
our growth, competitiveness, and sustainability. Among these, four key challenges stand out:
FCM, freight capacity, the tax environment, and environmental concerns,” Tulezi added.
Despite the numerous challenges facing Kenya’s flower industry, there is still great optimism for
the future. The floriculture sector remains resilient, with the potential for significant growth over
the next decade. With the right government support in terms of a more favorable tax

environment, improved freight capacity, and stronger pest control measures, Kenya can continue
to expand its flower exports and create even more jobs in the process.
Clement Tulezi emphasized the importance of unity and collaboration among players in
overcoming these challenges. “As an industry, we are resilient. We believe that Kenya is the
location – with a latitude on the equator – to grow flowers. And that we are able to double the
size of the industry in the next 10 years with government facilitation through a more conducive
business environment.”