Valentine’sDay: Why Kenya remains the flower garden of the world

With a diversified flower portfolio, growing exporting destinations now numbering over 60 countries and increased investment in innovation and modern farming technologies, Kenya’s floriculture industry has continued to weather storms to remain one of the global frontrunners in the flower business. .
This has been bolstered by emerging markets that continue to express insatiable appetite for Kenyan flowers insulating Kenya from traditional source markets that have hitherto been erratic in demand.
While Kenya accounts for the top three largest growers and suppliers of flowers world over while commanding the lion share of the European Union market, currently standing at 38 per cent, increased competition from traditional competitors like Columbia and Ecuador and emerging growers especially in Africa, the country has managed to maintain its pride of place in the global sphere owing to its huge focus on sustainability and good agriculture practices among them the biological pest control methods. This, coupled with good climate continues to position the Kenyan flower as the flower to watch.
With Valentines Day being one of the peak seasons for the industry where growers and the exchequer earn considerable revenue from sale of flowers, Kenya has heightening its global reach with its campaigns paying off as occasioned by the growing demand over the years.
The new shift among growers into direct sales as opposed to the traditional auction continues to shield them from price fluctuations while allowing them to secure guaranteed markets at considerable lower rates. In some instances the direct buyers cover logistics like air freight which ordinarily eat into the revenues of the growers. And while this has meant change of models to grow varieties dictated by buyers, growers have warmed up to the idea due to the returns on investment.
“We are into direct markets for the roses. For the summer flowers we do 60 per cent auction and 40 per cent direct sales to florists. The relationship we have built with our direct customers has been a big boost to building this business. The auction sometimes presents challenges because of the volumes and prices. So sometimes our summer flowers suffer because of price fluctuations,” Christine Shikuku the Human Resource and Environment Manager at Tambuzi Flower Farm told Hortfresh Journal.
The meteoric demand for bespoke varieties by Russia, the rising appetite in the Chinese market and the pick-up demand in the United States following the introduction of direct flights have seen the sector bloom.
The ongoing talks between Kenya and China to set up a cut flower distribution center in Southern China as Kenya looks to create direct sales while expanding its exports to the Asian market is another strategy that is set to shore up earnings and destinations for the East African nation.
Valentines Day remains one of the high seasons even in the local markets where consumption has been dismal. A burgeoning middle class and exposure by a growing number of Kenyans to different cultures is slowly translating into uptake of flowers with the florists preparing to make a kill during the day of love.
Even as the industry gets into Valentines Day having faced numerous hurdles including high cost of inputs among them fertilizers and chemicals, energy, freight charges and punitive tax regime, players are upbeat of a rosy season.