Aid in Action

Opportunities Bloom for East and Central African Flower Growers

 | Wednesday, July 15, 2009

USAID East Africa’s Competitiveness and Trade Expansion Program (COMPETE) under its East and Central Africa (ECA)Trade Hub component organized an Africa Pavilion at the June SuperFloral Shop(www.superfloral.com) in Atlanta, Georgia.  SuperFloral is the largest trade show for volume buyers of cut flowers in North America and attracts participants from across the globe.   Under the banner, “Grown Under the Sun: Africa Flowers,” 14 companies participated including three from Ethiopia, eight from Kenya, one from Mauritius and two from Tanzania.  Heads of each country’s horticultural association representing a variety of cut flower exporters also attended.

Several U.S. buyers commended the outstanding floral displays and professionalism in marketing and logistics from Africa Pavilion participants.  Buyers enthused about the variety and quality of flowers on display.   Several flower varieties drew keen interest including colored lilies from Kenya and tropical anthurium from Mauritius.  East African roses have already established a favourable market niche: the roses generally have smaller bulbs and shorter stems than those from Latin America.  Their relatively small size gives them a competitive advantage: a longer, 14-day shelf-life because they are lighter and take longer to wilt.  They are also value for money since a bunched bouquet of East African roses can contain many more stems.  Buyers also noted that vibrant East Africa flower colors add consumer appeal. 

The event’s highlight was Africa Night which brought together participants from the Africa Pavilion and select buyers.  Kenyan Ambassador to the United States, Peter Ogego provided opening remarks by warmly thanking USAID COMPETE for organizing and bringing together companies from throughout the region under an “Africa” umbrella.   COMPETE’s ECA Trade Hub Advisor, Finn Holm-Olsen emphasized that challenges of the U.S. flower market will only be overcome through African regional cooperation. 

Results from the SuperFloral show have been extremely positive.  Exhibitors from the Africa Pavilion made tangible contacts with U.S. buyers and are urrently following up on business leads.  Kenya’s K-Net Flowers is responding to buyer requests for sample product that will likely result in new business.  Another exhibitor, Peeush Mahajan, CEO of East African Growers wrote, “We enjoyed the show thoroughly and have made contacts which will definitely generate business.” 

SuperFloral delivered benefits for the show’s organizers and buyers.  Leslie Rosa, organizer of SuperFloral commented, “The African Pavilion was an excellent addition to the show floor, and proved to be a stand-out with the product and companies in representation.”  Building on the ECA Trade Hub's previous three-year effort at the World Floral Expo in Miami, COMPETE's Africa Pavilion at Super Floral emphatically made the point that African flowers in the U.S. are there to stay. 

COMPETE’s aim is to increase the volume and value of East and Central African flower exports over the next four years.   To capitalize on momentum generated at SuperFloral, COMPETE is working with regional growers and horticulture associations to focus marketing efforts on the “Africa flower” brand.   Transportation, logistics and cost challenges remain and COMPETE is educating companies about the intricacies of the U.S. flower market for increased participation in future SuperFloral trade shows. 

Fostering regional cooperation and the Africa brand will give African flower growers a competitive edge to compete in the global marketplace and increase sales.  With more African flowers being shipped to the U.S., chances are that you may feel the warmth of the African sun the next time you buy flowers.

For more information about floriculture and trade in East and Central Africa, contact Finn Holm-Olsen  (fholm-olsen@competeafrica.org).  Learn more about Brand Africa and the East and Central Africa Trade Hub at www.competeafrica.org.