The atmosphere at the International Floriculture Trade Expo (IFTEX 2025) in Nairobi was alive with the enchanting scents of roses, summer blossoms, and aromatic herbs. Artful displays showcased a breath taking array of flowers, with vibrant blooms stretching as far as the eye could see. Rows of roses flaunted their fiery reds and soft yellows, while exotic lilies added to the spectacle, leaving attendees in awe.
A Lion, the true king of the jungle
The Black Tulip group created a stunning floral installation that paid homage to Kenya’s majestic Big Five. Each corner featured a different animal: the Rhino, Buffalo, Elephant, and Leopard, while the centrepiece—a Lion, the true king of the jungle—commanded attention.
Style and Elegance
The event exuded style and elegance. Enhancing the various stalls were live models, adorned with intricate floral headpieces. These moving floral displays breathed life into the arrangements, transforming the stalls into a vibrant runway influenced by the beauty of nature.
The designs and displays showed the meticulous effort that went into creating each stall was evident. The attention to detail in both the designs and the models truly elevated the experience.
Reaffirming Support for Kenya’s Flower Industry
At the 2025 International Flower Trade Expo (IFTEX), there was a strong display of support for Kenya’s vibrant flower industry from both organizers and government officials. During the opening ceremony, Dick van Raamsdonk, president of HPP Exhibitions, praised the sector’s resilience and consistent growth, emphasizing its importance in Kenya’s agricultural and trade framework.
“It’s more than just flowers; it’s a significant contributor to agriculture and trade, providing thousands of jobs and strengthening Kenya’s standing in global markets,” van Raamsdonk remarked to the attendees, which included the Chief Guest Hon. Mutahi Kagwe, Cabinet Secretary for Agriculture. He noted an impressive 25% increase in both visitors and exhibitors compared to 2024, marking a record high with buyers participating from over 65 countries.
Government representatives also addressed key issues, particularly regarding air freight capacity. “The Kenyan government is actively working to expand freight space and invite more airlines into the market. This is a vital step for our growers and exporters,” stated Mr. Lee Kinyanjui, the Cabinet Secretary for Investment, Trade and Industry.
Cabinet Secretary for Agriculture and Livestock Development, Mutahi Kagwe, praised the growth of the industry and called on stakeholders to gear up for the future. “Kenya is more than just a player in the flower market; we are leading it. Our journey is a global success story,” Kagwe stated confidently. “We rank as the third-largest exporter of cut flowers in the world, reaching over 60 countries.”
Despite this progress, Kagwe warned against becoming complacent. “The world is evolving quickly. We cannot afford to be complacent. Competition is intensifying, and challenges are increasing. Our natural resources are under pressure,” he pointed out. He described this year’s expo theme, “Sustaining Kenya’s Floriculture Leadership in a Competitive Global Market,” as “a crucial rallying cry.”
Kagwe addressed concerns highlighted by the industry through a sector memorandum and reassured stakeholders of the government’s dedication. “I am fully aware of the issues raised. Given their complexity and interconnectivity, we are adopting a whole-of-government approach,” he emphasized.
He also tackled the new EU Regulation (2024/2004) regarding False Coddling Moth (FCM) management, confirming that Kenya’s FCMSA had received approval from the EU’s Directorate General for Food and Food Safety and is now in operation. Nonetheless, he pointed out the necessity for additional support, especially for small growers.
“My colleague CS Lee Kinyanjui and I will lead a government team to the EU to discuss how to support Kenya in implementing this protocol,” Kagwe shared, while also mentioning ongoing reviews of air freight charges, county-imposed cess fees, and high agricultural input costs.
He reiterated the government’s pledge to reduce the cost of doing business, invest in agricultural research, enhance infrastructure, and strengthen public-private partnerships. “To our international partners: Kenya is open for business. Come explore, invest, and take not just our flowers but our vision for a greener, fairer world,” Kagwe concluded.
Dr. Josiah Syanda representing the Managing Director of the Kenya Plant Health Inspectorate Service (Kephis), emphasized the agency’s crucial role in ensuring that our products reach international markets while also safeguarding biosecurity within Kenya.
“In 2024, Kephis conducted inspections and facilitated the export of over 573,773 fresh produce consignments, totalling around 240,000 tons of fresh cut flowers, 98,000 tons of fresh fruits, and 130,000 tons of fresh vegetables and herbs, with an impressive overall value of about Kshs136 billion,” he explained.
New Ideas, Partnerships, and Sustainability
The three days event saw breeders, growers, buyers, suppliers, and industry stakeholders come together to exchange innovative ideas, form new partnerships, and promote sustainability in the floriculture value chain.
It drew considerable attention from visitors and industry representatives alike. Mr. Clement Tulezi remarked, “We exchanged ideas on how to collaborate effectively, focusing on transparency, traceability, and efficiency in the global sector.”
It was particularly inspiring to see a surge in new buyers from emerging markets, including the Middle East, the US, Australia, China, Japan, and other untapped regions. Various industry stakeholders engaged in interactive sessions with growers, sharing valuable insights on market trends, digital trade, and the evolving expectations of European buyers.
These constructive discussions underscored a shared commitment to develop and adapt the floriculture sector sustainably. By building connections across continents and linking international markets with growers and buyers, we are investing together in the future of floriculture.
Industry Obstacles
Most growers interviewed by Floriculture Magazine expressed that behind their award-winning displays, they faced significant logistical challenges. Freight expenses are high, taking up a considerable portion of their earnings. “We are appealing to the government to think about offering subsidies to assist the growers,” they collectively stated.
Mr. Andrew Wambua, Group General Manager of MZURRIE Group, noted that favourable rainfall and strong market demand had positively impacted Kenya’s flower industry. “We must applaud our Kenyan flower producers for being a global frontrunner in floriculture,” he commented.
Yet, he highlighted that the industry is burdened by increasing taxes and fees from various authorities in addition to the high cost of inputs, labour, energy, water and vehicle maintenance due to the poor infrastructure. He called on the government to cultivate a more competitive business environment. “We are facing intensifying competition from Ethiopia and South America. By boosting our competitiveness in the international arena, I am confident we can further elevate this industry,” Wambua explained.
Mr. Wambua stressed the rising priority on value addition within the sector, including the growing of summer flowers alongside bouquet making in Kenya. This is generating a surge in job opportunities through the bouquet crafting process.
Overall, the flower showcase thrived with innovation from every angle. It was not just an economic affair, but a celebration of creativity, nature, and the enduring connection among flowers, culture, and national pride.
In 2024, Kenya’s horticultural exports were valued at Kshs.136 billion. This consisted of cut flowers representing 53 percent, vegetables at 17 percent, and fruits at 30 percent of the total horticultural exports.