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Kenya: Drastic changes at Magana Flowers to meet consumers' demands
Greenhouse Magana Flowers.
Expansion and skilled workers
Review and improvement of work process, replanting 3.5ha of the existing 18.5ha with a brand new crop, and bringing on board qualified, talented and skilled personnel are central to the first phase. The first phase runs from January 2016 and is planned to be completed in 2016. The additional personnel are already on board. "We decided to re-align the management practices and acquire skilled personnel for the production, post harvest and marketing departments among others." And infrastructural upgrade for the 18.5ha is underway with technical and material support from Amiran among other partners. Magana Flowers will enhance production of premium rose varieties. "We already grow these varieties in the existing production area, but we see a significant increase in demand from our clients in the Middle East and other world markets. At the moment, we are not meeting the demand and therefore we have made a strategic decision to plant more of these roses on 3,5ha", says Ambanya.
Greenhouse and packaging Magana Flowers.
Renewing the old varieties is a important part of the second phase. "We want to adjust our assortment to the current market trends. Next to putting our varieties on the market, our new marketing department puts a lot of energy in collecting information about the current and changing market and consumer trends and the forecasted trends. In this way, we try to meet the demand as best as possible", says Ambanya. Besides that, a complete upgrade of the growing infrastructure is part of this process. "The greenhouse and irrigation systems are being renewed", he says.
In the final phase, that is planned to take place between January 2018 and December 2018, Magana plans to undertake strategic market driven expansion. "In one year, we hope to expand the production area to about 25 ha. By realizing this expansion, we can offer a broader assortment of roses. And due to the realization of the previous phases, these roses will be of superior quality which will in turn results in more satisfaction for our customers", he says.
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