United Selections, a rose breeding powerhouse that has been shaping the Kenyan flower industry for over a decade recently held a three-day open day at their farm in Nakuru, which brought together breeders and growers .
During the open day, CEO Jelle Posthumus emphasized the event’s importance as a platform for connecting with growers and showcasing new varieties. “We start every year with this open day to connect with growers, showcase new varieties, and wish everyone success for the year ahead,” Posthumus said.
Since taking the helm in 2016, Posthumus has led the company with a focus on innovation, collaboration, and quality, ensuring United Selections continues to thrive and strengthen its position in the industry.
Breeding a Colourful Future
United Selections stands apart for breeding all its rose varieties locally in Kenya. “Our roses are bred and developed here in Kenya. This gives us the advantage of tailoring our varieties to thrive in local conditions,” Jelle explained. Over the years, their roses have captivated markets globally, offering intense colors, large blooms, and long vase life.
The open day featured a range of introductions, including Novavita, Rise and Shine, and newly commercialized varieties like Dua and Juicy. Among the spray roses, Misty Charm and Alina Blossoms made their debut, impressing attendees with their unique colors and multiple flower heads. “Alina Blossoms is named after Alina Neacsa, a flower influencer, and has already begun gaining popularity in the European market,” Jelle shared.
A Global Perspective with Local Roots
Although United Selections has Dutch origins, its Kenyan operations are central to its success. “Our majority owner, is Kenyan, and our team here is critical to our mission. We see great potential in Kenya not just as a growing hub but as a global leader in floriculture,” Jelle said.
Discussing global trends, he highlighted the Middle East and Southeast Asia as emerging markets. “People are discovering how flowers enhance their daily lives, not just for events but for home décor. It’s a lifestyle choice that is growing across regions like the Middle East and Asia,” Jelle noted.
Challenges and Sustainability
The flower industry faces its share of challenges, including fluctuating policies and the need for sustainable practices. Jelle emphasized United Selections’ role in addressing these issues through innovation and collaboration. “We’re committed to breeding stronger varieties that require less input, are disease-resistant, and yield higher productivity. Sustainability is at the core of what we do,” he said.
The Path Ahead
United Selections is not just about roses—it’s about creating opportunities. Jelle is passionate about nurturing talent, especially among young people. “As a company, we believe in growing together. Teamwork drives us forward, and we’re here to help individuals achieve their dreams,” he said. The company’s vision for the next decade includes scaling its operations, strengthening collaborations, and continuing to lead innovation in floriculture.
“This open day is more than just showcasing flowers—it’s about building connections, learning from growers, and sharing the joy that flowers bring to our lives,” he concluded with a smile.
