Flower farms tackle latest threat to peak season exports

Demand for longer lasting flowers among European consumers has added a new twist to the lucrative horticulture export business — dampening growers’ expectations in the run up to the peak season that begins mid this month.

Industry players say Europe’s retailers are increasingly demanding that exporters guarantee produce vase-life of at least three and a half days – or be ready to compensate the buyers for failure to do so.

Horticulture growers say the vase-life – the period that flowers take before wilting – largely depends on handling and warned that demand for extended period of freshness will require huge investments in the supply chain – including training of personnel to handle the produce better during harvesting, packaging and transport.

Paid on delivery

Exporters say the vase life challenge has its roots in the shop floors where consumers are demanding that flowers stay fresh for a “guaranteed” period of time or they be fully compensated for failure to meet the standard.

Under the new buying system, flowers are also scanned and growers paid only for those that last the guaranteed period. This is unlike in the past when suppliers were paid on delivery.

Floralife, a quality assurance firm, reckons that Africa is likely to find it difficult competing for vase-life with European growers who are better equipped to extend the life of their produce.

“Unlike before when supermarkets took care of flowers once they got onto the shelves, it is now the responsibility of the grower to ensure that his flowers are safe that far,” said Floralife’s technical manager John Kihia .

Long vase life is usually the product of handling that involves cold rooms storage, transportation and on the shelves.

That process also involves feeding the flowers on a specialized diet to stay alive until they are sold to consumers.

Though Kenyan growers are already being trained in flower handling for enhanced quality, some industry players see the new demand as yet another non-tariff barrier that Europe is erecting to prevent the free flow of goods from outside its borders.

“Growers in Africa must ensure that their systems are right, taking the shortest time possible between harvesting, processing, sizing, bunching and sleeving,” said Mr Kihia.

To secure the vase life of flowers, he said, all these processes should be done in cold rooms and transported in insulated Lorries for transport to the airport.

Research has consistently indicated that vase-life gives consumers the biggest satisfaction signalling that suppliers who deliver longer lasting produce get the most market.

“As part of the annual audit process, growers will go through a basic, intermediate and advanced level of learning on product life for certification through the Directorate of Industrial Training,” said Ms Jane Ngige, the chief executive of the Kenya Flower Council.