Kenya's floriculture industry exploring new markets

Kenya's floriculture industry has been making significant strides in recent years, with flower exports reaching a whopping 683.8 million dollars in 2016, primarily to European markets. However, the country is now looking to diversify its market reach to countries such as China, Japan, Australia, and the United States. CNBC Africa's Charles Gitonga recently sat down with Bobby Kamani, the Managing Director at Zuri Group Global, to delve into the current state of the floriculture industry and the strategic investments being made by the company to further its growth and success. Kamani expressed his enthusiasm for being a key player in this thriving industry, highlighting the immense opportunities it presents for showcasing Kenya's story on a global scale. As one of the leading exporters in the country, Kamani emphasized the importance of investing in training and development to ensure the quality and freshness of flowers reaching buyers worldwide. The company's focus on enhancing skills and implementing innovative techniques underscores its commitment to excellence in the sector. A key decision made by Zuri Group Global was the strategic relocation of operations due to a severe drought that had impacted crop quality in the previous location. Despite this challenge, Kamani views the move as an opportunity to boost production by an additional 20%, signaling a positive outlook for the company's expansion. While Kenya has long been recognized as a major flower supplier to Europe, Kamani discussed the ongoing efforts to explore new markets and the importance of thorough market research and strategy implementation to establish a strong foothold in these regions. The competition in the global flower export market, particularly with rising players like Ethiopia and Uganda, has led to a healthy environment that drives innovation and excellence in the industry. Kamani highlighted Kenya's unique advantages, such as favorable weather conditions for high-quality roses, which set it apart from its competitors. Despite the growing competition, Kamani expressed confidence in Kenya's capabilities and stressed the importance of leveraging the country's strengths to maintain its position as a top flower exporter. While neighboring countries present their own strengths in floriculture, Kamani emphasized the company's current focus on maximizing opportunities within Kenya, citing the favorable working environment, skilled workforce, and quality production as key factors contributing to its success. Kamani also discussed potential partnerships with organizations like Kenya Tourism and the Kenya Flower Council to promote the country's flower industry on a global platform, highlighting the importance of collaboration and innovation in expanding market reach. The prospect of direct flights to the United States offers promising opportunities for the industry, with the potential to streamline logistics and reduce costs for buyers. Kamani emphasized the need for strategic marketing initiatives to distinguish Kenyan flowers in the international market, suggesting a fusion of the 'Magical Kenya' tourism brand with the flower story to create a compelling narrative that resonates with consumers globally. As the demand for flowers continues to grow, investments in training and skill development emerge as crucial factors to sustain momentum and drive further growth in the industry. Kamani emphasized the significance of cultivating a workforce that believes in the product and can effectively convey the story of Kenyan flowers to the world. With over 500,000 people depending on the floriculture industry in Kenya, the sector stands as a vital contributor to the country's economy. Looking ahead, strategic investments in training and market expansion will be pivotal in securing Kenya's position as a leading player in the global flower market.