Kenya's vibrant flower industry is poised for significant growth, with exports projected to climb by 20,000 tonnes in the coming year, reaching approximately 280,000 tonnes in 2025. This expansion is a direct result of a concerted effort to diversify markets beyond the traditional European Union stronghold, according to the Kenya Flower Council (KFC).

The move provides a critical boost to one of Kenya's top foreign exchange earners, an industry that employs over 200,000 Kenyans directly and supports millions more. In 2024, the sector generated approximately KSh 108 billion ($835 million), and forecasts for 2025 suggest earnings could rise to KSh 110 billion (approx. $851 million).

Clement Tulezi, the chief executive officer of the Kenya Flower Council, noted that sales to new markets have shown significant promise. "We are searching for more markets beyond the European Union, which has been our traditional market," Tulezi stated, highlighting expanded sales in the United Arab Emirates and China this year. This diversification is a strategic response to shifting global dynamics and aims to build resilience in the sector.

Forging New Paths Amidst Headwinds

While the European Union still accounts for about 70% of Kenya's flower exports, the industry is actively cultivating new trade relationships in Asia and the Middle East. This pivot is underscored by growing investor confidence, with Tulezi confirming that 20 new investors have entered the sector in 2025, expanding the total area under flower cultivation to about 5,300 hectares.

However, the growth is not without its challenges. The industry is grappling with rising operational costs, particularly for air freight, which has been exacerbated by global logistical disruptions. Additionally, growers face a complex web of taxes and increasingly stringent phytosanitary standards in international markets, such as the European Union's strict monitoring for the False Codling Moth.

• Projected 2025 Exports: 280,000 tonnes
• 2024 Export Volume: 260,000 tonnes
• 2024 Export Earnings: Approx. KSh 108 billion ($835 million)
• Key Diversification Markets: UAE, China, Japan, Malaysia

Despite these hurdles, the sector's outlook remains optimistic. The successful Valentine's Day season, which typically accounts for 30-35% of annual sales, has provided a strong foundation for the year. The industry's ability to innovate and adapt will be crucial in navigating the complex global trade environment.

As Kenya continues to cement its position as a global floriculture powerhouse, this strategic shift towards new markets will be vital in ensuring that the sweet scent of success continues to emanate from its flower farms, directly benefiting the nation's economy and the livelihoods of its people.