Kenya’s floriculture sub-sector is courting the United States, Chinese, Korean, Australian and Japanese markets as it seeks to expand from traditional European Union (EU) market.
Delegates of leading international buyers, wholesalers and retailers from almost a dozen countries outside the EU market attended the fifth edition of the International Flower Trade exhibition (IFTEX).
Middle East Market
The phenomenal growth of Black Tulip Group in flora trade is set to benefit Kenya more than any other country. Currently the group has boasts of Black Petals, Blue Sky ltd, Laurel Investments, Utee Estate, Golden Tulip farms Ltd and Tropiflora Ltd. Speaking exclusively to Floriculture Magazine, Mr. Sunny Abraham, a director with the Sharjah based group said they were establishing more presence in the country. He added, the company has acquired more farms in Kenya but this does not stop them from buying from growers. “Our market is large and cannot be sustained from our production. We are looking for more Kenyan growers to buy flowers from”. he said.
Agro-climatic conditions at Kenya are best suited for cultivating host of cut flowers for consistent and quality supplies. We recognized this potential and launched a Group company to basket an attractive product mix.
We began our operations under the banner of Garden Flora Exports Ltd in 2002 and since then, we have witnessed blossoming tie-up with over 24 local growers –“Producing Partners”, increasing interest from our clients- “Buying Partners” which further establishes our popularity as an ideal year round dependable business partner. Valuing relations has contributed enormously in giving us new direction in growth and expansion. We have succeeded in matching expectations and marching into the future with confidence as the world looks on.
Mr. Sunny said the group currently alliances with reputed & quality conscious “Producing Partners” well nurtured over these years and receive outstanding support on product update. The group has established a state-of the-art ultra modern administration office in Nairobi and this immensely facilitates efficient shipping.
The group exports from Kenya to Australia, Indonesia, Philippines, India, UAE, Bahrain, South Africa, New Zealand, Kuwait, Lebanon, Cyprus, Greece in addition to the traditional EU market. Mr Sunny said that they are prepared for America .
The group’s sincere efforts on direct marketing and overwhelming production support from their ambitious marketing have seen them open more markets. “We are in Kenya sourcing for quality flowers, we strive towards wider spread of distribution network and even more promising growth,” he concluded.
American Market
Speaking exclusively to Floriculture Magazine, General Sales Manager Cargo Logistics Group Mr. Jose Zavala, said his company is interested in helping Kenyan growers with logistics to the US as well as developing growth programmes with local farmers.
Mr. Jose Zavala said Colombia is the biggest Kenyan competitor in the American market. However, he pointed out that he was ready to bridge the two countries. Adding, “Colombia’s access to the American market is aided by the cultural ties.
In addition, Mr. Zavala pointed out that the Colombians were able to ship as little as one crate and consolidate on the American soil then supply to their customers. This is enabled through the Spanish connection and family companies who supply and collect the money. They also identify financially stable customers and ensure their growers are paid.
Mr. Zavala boasted, “this is exactly what I am to the Kenyan grower”. Adding, “I am looking for potential growers with consistent head size and stem length”. He called on Kenyan growers to take his advantage and improve their market share in America. “We still have shortage of flowers in America and Kenyan can easily tap the market”, he said.
The American market will provide an opportunity, reliability, stable prices, fair competition and consistency to Kenyan growers. “We always have a shortage of flowers especially immediately after valentine and mother’s day”, he added.
Cargo Logistics group is currently operating in America, Japan, Colombia and Russia among other destinations.
International Buyers
Other global players from Europe, Russia, Australia, Middle East, Far East, West Africa, South Africa and America were present.
Current Market Situation
Kenya currently, gets more than 35 per cent of all flower sales from the European Union. The main European Union markets for Kenyan flowers are Holland, United Kingdom, Germany, France, and Switzerland. According to the available statistics, out of the 65 per cent of flowers sold to Europe from Kenya, 40 per cent are sold through the Netherlands Auction, while 25 per cent is sold directly. United Kingdom as a single market, receives 25 per cent of Kenya’s cut flowers while ten per cent is sold to other markets such as Japan, France, US, and Germany.
The shift from the EU has been aided by factors such as emergence of new flower centres such as in Dubai, Tel Aviv, and Kumming in China opening new gateways to Asian producers.
Kenyan growers started in small scales, a few years ago, to export to the USA, Russia, Korea, Taiwan, New Zealand, Australia and Japan. Surprisingly, these markets have been growing steadily and hope buyers will increase orders in the near future.
Quality Assurance
On behalf of the government, Mr. Magara, the CEO of Horticultural Crops Directorate assured buyers that his institution will ensure growers will maintain quality with the view to ensuring they attract more buyers.