IFTEX Cultivating Global Connections in the Flower Industry

The International Floriculture Trade Expo Kenya (IFTEX), has once again unfolded its petals, captivating the world with the vibrant hues and fragrances of Kenya’s flourishing flower industry. Held annually in Nairobi, this prestigious event is a pivotal platform for growers, exporters, and stakeholders to converge, collaborate, and explore the latest trends and innovations in the global floriculture trade.

Renowned for its diverse landscapes and favorable climatic conditions, Kenya has emerged as a powerhouse in the global flower market. From the iconic roses to an array of exotic blooms, the country boasts a rich tapestry of floral varieties that captivate markets worldwide. IFTEX celebrates Kenya’s floral splendor, showcasing the industry’s prowess in cultivation, production, and export.

IFTEX serves as a nexus for international trade, facilitating meaningful connections between producers, buyers, and industry professionals from around the globe. With exhibitors and attendees hailing from diverse backgrounds, the expo fosters a dynamic environment for networking, knowledge exchange, and forging strategic partnerships.

This year’s IFTEX will be the 11th since the show opened its doors in 2012, and it comes at a time when Kenya is gaining traction, not just as a producer but as a flower logistics hub with large distribution chains establishing bouquet-making hubs under a concept called “packed at source’’, taking root here.  This means value-addition is now expanding in the country creating more jobs and transferring technology. “This is an indication Kenya will, in the future, be the major flower business hub”, said Dick Raamsdonk. 

With breeders releasing new varieties, IFTEX 2024, has attracted buyers from more than 75 countries from Europe, the Middle East, Asia, Africa, the US, and South and Central America.

According to Clement Tulezi, Chief Executive Officer, of Kenya Flower Council which is partnering with IFTEX, the flower exhibition offers the industry a platform to showcase the latest innovations that have placed Kenya in a vantage position. “Innovations and sustainability are the factors keeping our flowers ahead, and the interest in IFTEX from all corners of the world is an indicator of better times for Kenya”, he said.

In an era marked by environmental consciousness and sustainability, IFTEX underscores the industry’s commitment to responsible practices. Exhibitors showcase innovative technologies and eco-friendly solutions aimed at minimizing environmental impact while maximizing efficiency and productivity. From water conservation techniques to renewable energy initiatives, the expo highlights the strides made towards a more sustainable future for floriculture.

“IFTEX 2024 has attracted a great number of flower growers and this is what sets the event apart. The flower industry is like fashion: Consumers want something different all the time. Colours, names, shades, shapes, and more, are what a consumer wants when entering a florist shop. Kenya has the widest range: head sizes, stem length, good climate, and excellent logistics that enable farms to bring their products to the different markets, both close by and far away. For this reason, breeders are always in their labs to create new varieties, growers are always on the lookout for what is new, and the traders, the buyers are always on alert for new releases to bring it to the market,” Dick added.

IFTEX offers invaluable insights into evolving market trends and consumer preferences, empowering industry players to stay ahead of the curve. Through seminars, workshops, and panel discussions, participants gain a deeper understanding of market dynamics, emerging demand patterns, and strategies for market penetration and expansion. IFTEX equips attendees with the knowledge and tools to navigate diverse market landscapes effectively from luxury markets to mass retailers.

Beyond its commercial significance, IFTEX plays a pivotal role in driving economic growth and development in Kenya and beyond. By fostering trade partnerships and investment opportunities, the expo stimulates job creation, enhances livelihoods, and contributes to the socio-economic prosperity of local communities. Furthermore, it promotes tourism and showcases Kenya’s potential as a global hub for floriculture and agribusiness.

As IFTEX takes place, the legacy of this unique event endures, inspiring a collective vision for the future of floriculture. In an ever-evolving industry landscape, innovation and collaboration remain key drivers of success. By harnessing technology, embracing sustainability, and fostering cross-sector partnerships, the global flower industry can continue to thrive, enriching lives and landscapes worldwide.

Responding to evolving travel preferences, IFTEX has shifted its schedule from Wednesday to Friday, to now commence on Tuesday and conclude on Thursday. This adjustment reflects extensive research into the changing habits of the international trade show attendees, who increasingly prefer returning home before the weekend, exploring flower farms post-show, and go sightseeing Kenya’s great tourist attractions among which the Nairobi National Park. 

IFTEX stands as a testament to Kenya’s vibrant floral heritage and the industry’s resilience and adaptability in the face of change. As participants depart with newfound insights and connections, they carry with them the promise of a brighter, more sustainable future for floriculture, rooted in innovation, collaboration, and a shared commitment to excellence.

“The number of flower growers showcasing their blooms has surged this year from 59 to 74, marking a remarkable 25 percent growth. A considerable slice of this increase is the number of new exhibiting smaller growers aligning with one of the key objectives of the Kenyan International Flower Trade exhibition-to give all growers, big and small, an opportunity to showcase their flowers, by offering the smaller ones a free stand as ‘kick-off’ to become part of this platform too.  As a result, the growers exhibiting in this year’s edition represent nearly 90 percent of all hectares dedicated to cut flower cultivation in Kenya,” noted Dick.