Kenya’s floriculture industry is setting its sights on new horizons in the Middle East, with Saudi Arabia emerging as a promising market for direct flower exports. This week, the Kenya Flower Council (KFC), led by its Chief Executive Officer, Clement Tulezi, met with Kenya’s Ambassador to Saudi Arabia, H.E. Mohamed Ruwange, to chart pathways for opening up direct trade channels.
For years, Kenyan flowers have found their way into Saudi Arabia through indirect routes, either via Europe or through small-scale traders. While this has allowed some level of market presence, it has limited visibility for Kenyan growers and constrained the industry’s ability to tap into the full potential of the Gulf region. The new discussions aim to change that by positioning Kenyan flowers directly in front of Saudi buyers and consumers.
Saudi Arabia’s shifting economic landscape makes this engagement timely. The Kingdom is investing heavily in its Vision 2030 plan, a long-term strategy to diversify the economy beyond oil, with tourism and hospitality playing a central role. As luxury hotels, events, and large-scale leisure projects expand, demand for premium flowers is on the rise.
The Kenyan Embassy in Riyadh has expressed strong interest in working hand-in-hand with KFC to unlock the opportunities. By facilitating introductions, building relationships, and aligning regulatory requirements, the Embassy will play a key role in reducing the barriers that have previously slowed direct trade.
For its part, KFC brings the credibility and organizational muscle to ensure the process is structured and sustainable. As the umbrella body of the industry, the Council coordinates growers, promotes compliance with international standards, and drives strategic marketing for Kenyan flowers. Its involvement ensures that the venture into Saudi Arabia will not just be about opening doors, but about building a long-term and competitive presence.
The next phase of engagement will involve structured talks between KFC and the Federation of Saudi Chambers. These sessions are expected to focus on trade facilitation, logistics, and promotional strategies tailored to Saudi Arabia’s growing consumer base. If successful, the move could open a significant new market for Kenyan growers, diversify export destinations, and further cement Kenya’s position as one of the world’s leading suppliers of cut flowers.