Ann Gitari, Magana Flowers:
Kenya: 'Higher demand, prices this Women's Day'
Ann Gitari at the IFTEX 2016.
Magana Flowers grows 46 rose varieties in a 18.5 ha greenhouse in Nairobi. Their main market is Europe and Russia, which they mainly supply directly. Usually, about 25 percent of their production goes to Russia and for Women's Day these volumes increase. This year, they increased by 25 percent, which is 20 percent higher compared to last year. It is, according to Gitari, the second important day after Valentine's Day.
Fortunately, Magana Flowers was able to meet the demand of both holidays, unlike some other growers. Over the last couple of months, many Kenyan growers suffered from the unusual weather conditions. The high altitude farms suffered from cold temperatures, while the low altitude farms dealt with high temperatures, which in both cases affected the crop. Magana Flowers, however, is located on an altitude of 2,000 meters above sea level, which is according to Gitari quite unique. "There was no significant change in temperatures. We have experienced relatively warm weather over the last 3 months due to our unique altitude."
One of Magana Flowers' greenhouse supervisors.
Not only the demand for the roses for Women's Day increased, the prices did too. Compared to last year, Magana Flowers was able to sell their flowers for 60 percent higher prices. "The wide variety of roses, the quality, our aggressive sales and marketing strategy and the improved financial situation in Russia enabled us to receive higher prices."
In order to keep meeting the demand, Magana's marketing team puts a lot of energy in collecting information on current and changing market and consumer trends as well as forecasted trends. "So, next to putting our varieties on the market, we are also adjusting our assortment to the current market trends. In this way, we try to meet the demand as best as possible." And this strategy seemed to pay off. "All our roses were in high demand, no particular outliers."
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