IFTEX 2026 Hits Record Participation

Agriculture CS Mutahi Kagwe cutting IFTEX 2025 ribbon

The International Flower Trade Expo (IFTEX) 2026 is set to open with record participation, reflecting renewed confidence in Kenya’s floriculture industry despite mounting global economic and logistical challenges. During the official press launch, HPP Exhibitions CEO Dick Van Raamsdonk announced in his speech that this year’s edition has grown from 189 exhibitors in 2025 to an all-time high of 210 exhibitors, marking a 10 percent increase.

“IFTEX has become a true barometer for the global flower trade — and what we are seeing today is very positive for Kenya,” he said.

According to Dick, nearly 20 percent of the growth consists of new growers entering the market, a sign that investors still view Kenya as a reliable global production base for cut flowers. He noted that the exhibition had expanded significantly since the post-COVID recovery period in 2023, when the show hosted 159 exhibitors.

“That is 50 exhibitors more or one-third more companies in just three years,” he said. “This also reflects the growth and confidence in the Kenyan flower industry itself.”

He described the sector as resilient, confident and forward-looking, adding that IFTEX had evolved beyond a trading platform into a strategic meeting point where growers, breeders, exporters and buyers exchange ideas, discover new varieties and build partnerships.

Emergence of New Markets

While Europe remains Kenya’s dominant flower destination, industry players emphasized the need for diversification into new global markets. Van Raamsdonk pointed to North America, Southeast Asia, Eastern Europe and the Middle East as regions with strong untapped potential for Kenyan flowers.

“Together with Colombia and Ecuador, Kenya belongs to the top three cut flower producing countries in the world,” he said. “And on the African continent, Kenya holds the number one position by far.”

The expansion of IFTEX itself mirrors Kenya’s growing global importance. The exhibition is now ranked among the world’s top five specialised trade fairs for cut flowers alongside major exhibitions in Europe and South America.

Sustainability Becomes the Industry’s New currency

Representing the Kenya Flower Council, Lina Jamwa said the future competitiveness of the industry would increasingly depend on sustainability rather than production volumes alone.

“Today, we are not merely speaking about flowers. We are speaking about livelihoods. We are speaking about sustainability. We are speaking about women empowerment and climate resilience,” she said.

Jamwa revealed that Kenya’s flower industry generated approximately KES 110 billion in export earnings in 2025, supporting over 200,000 direct jobs and more than one million livelihoods across the value chain. More than 60 percent of the workforce are women.

She said Kenya exports flowers to more than 60 countries globally and remains Africa’s largest flower exporter and the leading exporter of cut flowers to the European Union.

To strengthen buyer confidence, the industry has invested heavily in ethical and sustainable production through the Kenya Flower Council’s Flowers and Ornamentals Sustainability Standard (F.O.S.S.), which has become one of the world’s most recognized sustainability certification systems in floriculture.

According to Jamwa, over 92 percent of member farms now apply integrated pest management systems, while more than 85 percent use efficient irrigation technologies and over 60 percent have adopted renewable energy solutions.

“Kenya is increasingly positioning itself not only as a supplier of flowers — but as the global benchmark for sustainable floriculture,” she said.

Impacts of Rising Costs

Despite the optimism surrounding IFTEX, industry leaders painted a sobering picture of the pressures facing growers. Jamwa warned that escalating freight costs, rising fertilizer prices, geopolitical tensions and supply chain disruptions were threatening the survival of many farms.

Air freight costs, she said, had risen sharply from about USD 3.10 per kilogram to nearly USD 5.00 per kilogram within a short period, pushing logistics costs to between 40 and 60 percent of total export expenses during peak periods.

“As a result, approximately USD 4 million worth of flower exports are currently at risk every single week,” she said.

The industry is also grappling with rising production costs and delayed VAT refunds exceeding KES 10 billion. Jamwa warned that if conditions persist for the next 30 to 60 days, Kenya could lose up to 20 percent of export volumes and potentially 50,000 jobs.

“If our production costs are too high, buyers outside Kenya will consider our flowers expensive and shift to competitors such as Ethiopia, Colombia and Ecuador,” she said.

She also cited recent transport disruptions and geopolitical tensions in the Middle East as factors that had already affected shipments to key markets such as the United Arab Emirates.

Compliance and Pest Management

The director, Kenya Plant Health Inspectorate Service (KEPHIS), Dr. Isaac Macharia, emphasized the importance of phytosanitary compliance in maintaining Kenya’s market access.

Macharia said Kenya currently controls approximately 38 percent of the European Union’s rose import market and continues to align its inspection and certification systems with international standards.

“Adherence to market requirements is not just a regulatory necessity but Kenya’s premier competitive advantage,” he said.

KEPHIS has introduced several reforms including automation of phytosanitary certificates through the Integrated Export-Import Certification System (iEICS), use of e-Phyto certification systems and modernization of pest detection laboratories.

The agency has also intensified management of False Codling Moth (FCM) through the Rose False Codling Moth Systems Approach, helping Kenyan roses maintain compliance in the EU, UK and South Korean markets.

Macharia also addressed concerns around artificially coloured flowers, explaining that the practice is regulated and involves approved colouring agents used to create flower shades not naturally grown in Kenya.

 Push for sector expansion

The Agriculture and Food Authority through Acting Director General Calistus Kundu reaffirmed government support for the industry, describing floriculture as the leading segment within Kenya’s horticulture exports.

According to AFA data, Kenya exported horticultural produce worth KES 143.78 billion in 2025, with flowers accounting for 62 percent of the total value.

Kundu said Kenya exported flowers to 143 destinations in 2025, with roses making up approximately 69 percent of total flower exports. He added that the government was supporting new growers through training, market access facilitation and promotion of good agricultural practices.

As IFTEX 2026 approaches, the message from industry leaders remains clear: Kenya’s flower industry is facing significant global pressures, but it is still expanding, innovating and positioning itself for the future