Diversity is flourishing at the base of Mount Kenya, where Mount Kenya Sprouts captivates European buyers with a vibrant array of “summer flowers.” With the assistance of the Import Promotion Desk (IPD), the company has effectively redefined its market approach, concentrating on direct trade with European importers. This strategy allows Mount Kenya Sprouts to customize its offerings to meet specific market demands, enhance export volumes, and secure more favorable pricing. A notable aspect of this approach is the collaboration with the Cologne-based florist Blütenpracht, which has led to the creation of a new product line: Summer Flower Bouquets. This partnership highlights Mount Kenya Sprouts’ commitment to innovation and tailored solutions through direct business engagements.
A vibrant selection of summer flowers from a single source
The Mount Kenya Sprouts cut flower farm is dedicated to cultivating premium summer flowers, including Eryngium, Limonium, Bupleurum, Ammi, Lepidium, Lisianthus, Talinum, and Delphinium, among others. The extensive variety features multiple colors and types, making it particularly appealing to European buyers, who appreciate the convenience of mix boxes that can be delivered to customers without additional packaging.
Spanning 16 hectares, the fields of Mount Kenya Sprouts are situated at elevations ranging from 1,900 to 2,500 meters above sea level. The cultivation and harvesting processes adhere to stringent quality standards, with a strong emphasis on sustainable and eco-friendly practices. The company employs methods to minimize pesticide use, utilizes modern irrigation systems to conserve water, and harnesses solar energy for electricity generation.
Transitioning from Auctions to Direct Sales
Prior to collaborating with IPD, Mount Kenya Sprouts primarily distributed its cut flowers to Europe through flower auctions and the Netherlands.
The company faced challenges in understanding the specific requirements of the European market, including buyer expectations and the necessary connections to appropriate customers. With IPD’s assistance, Mount Kenya Sprouts underwent a strategic transformation, shifting predominantly to direct sales.
According to Mount Kenya Sprouts, “The most significant support from IPD was the integration of marketing training and sales coaching. This has empowered us to effectively position ourselves in the European market, forge enduring relationships with buyers, and significantly enhance our company’s growth.”
Enhancing Market Knowledge and Networking at IFTF Trade Fair
IPD provided specialized training for the Mount Kenya Sprouts team, focusing on market demands and the complexities of the European landscape. Through personalized coaching sessions that covered marketing and effective communication strategies, the team received actionable insights on company positioning, trade fair participation, and sales presentations.
At the International Floriculture Trade Fair (IFTF) in Amsterdam, Mount Kenya Sprouts had the opportunity to showcase its offerings to a broad audience for the first time, facilitated by IPD, and establish new business connections.
Successful Collaboration Between Beni Ghreb and IPD The shift to a direct sales strategy proved beneficial for Mount Kenya Sprouts. With IPD’s support, the company enhanced its visibility in the European market, broadened its customer base, and developed deeper relationships with trading partners.
Improved understanding of buyer expectations, a more versatile product range, and refined communication have fostered increased trust among business associates.
A notable example of this close collaboration is the partnership with Blütenpracht Frischblumen, a flower importer from Cologne, who participated in the initiative.