Conducive Business Climate Seen as Lifeline for Kenya’s Global Flower Dominance
Nairobi, Thursday, December 18, 2025
Peace Muthoka
Kenya’s floriculture industry continues to bloom as one of the country’s most resilient and globally competitive export sectors, even as economic pressure weighs heavily on international trade. As 2025 comes to a close, industry leaders are now calling for a predictable and supportive business environment to safeguard jobs, expand exports, and keep Kenya firmly positioned as a global flower powerhouse.
Kenya Flower Council Chief Executive Officer Clement Tulezi said the sector remains a cornerstone of the Bottom-Up Economic Agenda and a powerful engine for export-led growth. He noted that floriculture contributes about 1.6 percent of the national GDP and nearly 18 percent of total export earnings, placing it among Kenya’s strongest foreign exchange earners.
In 2024, the industry generated KSh 108 billion, equivalent to USD 835 million, in export revenues. It directly employs about 200,000 workers and supports more than two million livelihoods across production regions. Women and youth form the majority of this workforce. Despite global inflation and rising freight costs, exports still recorded modest growth, reflecting strong and sustained confidence in Kenyan flowers.
Tulezi said the value of floriculture goes far beyond export numbers. The sector anchors rural economies, supports county development priorities, and injects steady income into farming communities. Kenya currently commands about 40 percent of the European flower market and remains among the top four exporters of cut flowers and ornamentals worldwide.
He noted that global flower production continues to shift from Europe to Africa, with Kenya leading that transition. Each year, growers add between 500 and 800 hectares to production. Today, the country has about 5,300 hectares under floriculture, a figure that could rise sharply under the right policy framework.
The industry, he said, has proven its resilience since the COVID-19 shock. From disrupted supply chains to recovery and renewed expansion, floriculture has weathered multiple crises. With supportive policies, the sector could grow revenues to over USD 1.4 billion by 2030, expand production by 5,000 hectares, and create at least 20,000 additional jobs through value addition.
A clear shift is also taking place within the sector. More smallholder and medium-scale growers are entering export markets through consolidation models. Counties such as Nakuru, Naivasha, Kiambu, Meru, Uasin Gishu, and Nyandarua are recording increased participation, pointing to a strong pipeline for future growth.
This expansion remains vital for inclusive development. Smallholder participation raises household incomes, boosts county-level export earnings, and strengthens Kenya’s competitiveness through diversified supply. It also improves resilience by broadening the producer base. However, many first-time exporters need predictable regulations and affordable compliance systems to survive and grow.
On sustainability, Tulezi said Kenya continues to set the global benchmark. Through the Kenya Flower Council Flowers and Ornamentals Sustainability Standard, known as FOSS, more than 80 percent of exports now meet strict certification requirements. The standard enforces responsible pesticide use, environmental protection, fair labour practices, and strong gender safeguards.
FOSS promotes safe working conditions, fair wages, and labour protection. It supports women’s leadership, childcare provisions, and gender-responsive workplaces. Environmental measures focus on water efficiency, carbon reduction, and biodiversity conservation. International benchmarking has given Kenyan flowers strong acceptance in global markets and reinforced buyer confidence.
The floriculture sector also stands as one of the largest formal employers of women in rural Kenya. Through sustainability standards and workplace codes, farms continue to strengthen grievance mechanisms and skills development programmes that promote dignity, safety, and inclusion.
Access to global markets remains a priority. Continued participation in international trade fairs allows Kenya to retain market share, secure logistics channels, and attract new buyers, especially in Asia and the Middle East. Tulezi said government support for trade missions, export promotion financing, and bilateral agreements remains essential to unlock these opportunities.
However, major challenges persist. The industry faces more than 50 levies, fees, and charges, creating high costs and uncertainty. Delayed VAT refunds exceeding KSh 12 billion have strained liquidity, forcing growers to borrow at high interest rates and delay expansion. Taxes on inputs and packaging materials continue to discourage value addition and erode competitiveness.
Air freight costs pose another serious concern. At up to USD 5.3 per kilo, Kenya’s freight charges rank among the highest globally. Competitors pay less than half that amount. Freight alone accounts for up to 40 percent of total production costs, weakening Kenya’s position in key markets.
To address these constraints, the Kenya Flower Council is urging government to fast-track VAT refunds, rationalise levies, digitise approvals, and invest in cold-chain logistics. According to the Council, a predictable business environment will protect jobs, unlock billions in export earnings, and accelerate rural development.
Tulezi reaffirmed the Council’s commitment to working with both national and county governments to grow the sector sustainably. He said that with the right support, Kenya can remain home to the world’s best flower growers and secure the industry’s future for decades to come.
