Rwanda’s flower industry receives boost ahead of Valentine's Day

Rwanda's flower industry has shown remarkable resilience in the face of the challenges brought about by the COVID-19 pandemic. The sector, like many others, was significantly impacted by the global lockdowns and restrictions, especially in its key markets in Europe and other regions. Despite these hurdles, data from the National Agricultural Export Development Board revealed that Rwanda managed to export approximately 43,000 kilograms of flowers, earning over $467,000 in the week ending February 7. This surge in exports was mainly attributed to the heightened demand leading up to Valentine's Day. In a recent interview with CNBC Africa, Ephrem Kwitonda, the Marketing Director for Bella Flowers Ltd, shed light on the resilience of the flower industry amidst the ongoing pandemic. Kwitonda highlighted the challenges faced by the sector, including a significant drop in export volumes by almost 60% due to the restrictions and limitations brought about by COVID-19. He emphasized the importance of adapting to the new normal and finding innovative ways to sustain the business amidst the changing landscape. One of the key strategies employed by the flower industry in Rwanda was the diversification of markets and a renewed focus on the local and regional sectors. With traditional export avenues facing disruptions, the sector shifted its attention to developing the domestic market and promoting flower culture within Rwanda. By generating revenues locally and regionally, the industry aimed to reduce its reliance on international markets and create a more sustainable revenue stream. Despite the challenges posed by the pandemic, the flower industry in Rwanda witnessed a gradual recovery in export volumes. Prior to the pandemic, the sector exported between 25 and 30 tons of flowers weekly to markets in Europe, Australia, South Korea, and Japan. During the height of the pandemic, export volumes dropped to around 7 to 11 tons per week, representing a significant decline. However, with government support and strategic collaboration with stakeholders such as Rwanda Air, the industry managed to stabilize and increase its export volumes in the subsequent months. As Valentine's Day approached, the demand for flowers experienced a noticeable uptick, albeit not reaching pre-pandemic levels. Kwitonda mentioned that during the weeks leading up to Valentine's Day, flower exports saw a significant increase, indicating a heightened market demand. The industry also explored opportunities in the local and regional markets, with orders coming in from countries like Congo, Ghana, and Ivory Coast. While the African market volumes remain modest, there is optimism for growth and market expansion in the future. Looking ahead to 2021, Kwitonda outlined some of the projections and strategies for the year. The industry is focusing on partnerships with various stakeholders and government bodies to facilitate market penetration and expansion, particularly in Europe and Africa. Additionally, investments in certifications and adherence to international standards are being made to enhance competitiveness on the global market stage. By embracing innovation, collaboration, and a commitment to quality, Rwanda's flower industry is poised to navigate the challenges of the pandemic and thrive in the evolving landscape.