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June 8-10 in Nairobi:

IFTEX: More growers opt for direct trade

Direct trade is a trend and this can also be noticed at the IFTEX, that started yesterday. When talking to several growers, one can see that increasingly more growers opt for direct trade as it ensures them more stable prices and sales. Besides that, the direct contact with the buyers enables them to receive feedback and they can therefore better meet their needs. The buyers themselves are also increasingly asking for direct trade.

The majority of the growers supply the FloraHolland auction in the Netherlands, and this increase in doing direct trade was therefore also visible in the statistics in the annual report 2015 of Royal FloraHolland. Last year, this Dutch auction sold less through the auction clock, meaning that turnover fell by one percent; whereas turnover from direct sales between growers and traders rose by 3.8 percent.

However, direct trade also involves more work, challenges and risks. In order to sell the products, the growers have to invest in marketing and online marketing. Besides that, when doing direct trade, it is not always guaranteed that you will sell your flowers and you have to deal with a lot of different customers, so also different payments. So, even though many growers are doing direct trade, they still use the clock to minimize the risk of not selling the flowers. Many growers are now selling through both channels; direct and auction.


The IFTEX is a good gateway to find new direct clients. The show offers the growers an opportunity to meet flower buyers from all over the world. Yesterday was a busy day. As well as the international flower buyers, many smaller buyers, who do not have a booth, are also visiting the show. And also the growers and suppliers who do have a booth visit the event. This creates a energetic vibe and a vivid atmosphere at the exhibition.

FloralDaily is also present at this three-day event to make a full photo report and review the developments in the Kenyan floral industry through interviews with suppliers, growers and visitors. The photo report will be published on Monday June 13, but you can take a sneak-peak here!

Richard Lesiyampe, Principal Secretary of the Ministry of Environment and Natural Resources officially opens the exhibition

Exhibition floor

Some of the exhibiting growers at the show:

Mercy Njuguna, Moses Kaigi and Kepha Gisore of Panocal

Ian and Washington of Suera Flowers

Jos van der Venne and Anna Isaevna Cherutich of Sian Roses

Peris Maina and Juliana Rono of Karen Roses