As Wagagai Ltd. celebrates its 25th anniversary, the Ugandan propagation specialist looks back on what Olav Boenders, CEO until 2025, calls a "magical" journey. "What began as a small rose farm with a bold vision has grown into one of Uganda's leading horticulture companies," say Olav and Carolus Hartmann, Managing Director of Selecta Wagagai. "Wagagai has cultivated not only plants, but people."
The early years were far from easy. During the rose production period, financial risks and uncertainty were constant companions. Yet those challenging phases laid the foundation for the company's culture today. "The difficult years built the resilience, creativity, and discipline that define Selecta Wagagai today," Olav explains.
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A decisive turning point came in 2006. Realizing that Uganda's climate was not ideal for high-quality roses, the company uprooted all rose crops and transitioned fully into plant propagation. "Looking back, this was by far the best strategic decision we ever made," says Olav. "From the moment we shifted our entire focus to cuttings, demand began to rise – and it has continued to rise ever since."
By 2009, Wagagai made its first small profit and was able to pay all bills and salaries on time – a milestone that signaled financial stability. Over the years, the farm expanded to its current 38 hectares and became the largest production site worldwide for Poinsettia and Begonia mother plants. In 2025, the acquisition of Wagagai by Selecta one marked a new chapter.
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Milestones beyond business
While business achievements are important, both Olav and Carolus emphasize that many of the most meaningful milestones are social.
In 2002, Wagagai opened its first Baby House, offering mothers a safe place to care for their infants during work hours – one of the first initiatives of its kind in Uganda. The company's small healthcare unit later developed into a fully professional Health Centre IV, providing 24/7 services to more than 35,000 people annually, including community members.
Another proud achievement has been the gradual handover of key responsibilities to Ugandan-trained professionals. "In many cases, they now outperform the expatriates who previously held those roles," Carolus notes. "This is one of our proudest achievements."
The company also launched a Regenerative Forestry Project in cooperation with DEG and the Chris Roberts Forest Foundation, supporting sustainable livelihoods and large-scale reforestation around Kibale Forest.
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Large-scale production with a human touch
Today, Wagagai operates with over 2,000 employees across 38 hectares of greenhouses. Each day revolves around caring for mother plants and delivering high-quality cuttings worldwide.
"Managing Selecta Wagagai at this scale is both exciting and humbling," Carolus says. "Every day begins with a clear focus: giving our plants exactly what they need." Behind that goal stands a massive team effort supported by advanced irrigation, strict hygiene standards, logistics, and quality control.
But production is only part of the story. "We're not just a production site; we're a community," he adds. Meals, healthcare, daycare, training, and sports programs are embedded in daily operations.
The company's workplace culture reflects this philosophy. An open-door policy, staff committees, collective bargaining agreements, and regular dialogue form the backbone of internal communication. The numbers speak volumes: 121 employees have worked at Wagagai for more than 20 years, and 748 for more than 10 years, out of a workforce of around 2,100.
"These numbers speak for themselves," Carolus says. "People choose to stay because they feel valued, connected, and empowered to grow."
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The Cents Initiative and living wage ambition
A defining social initiative is the Cents Initiative, developed in 2017. The concept is simple yet powerful: if Wagagai receives just one euro cent more per cutting, a full living wage can be paid to all workers.
"Only one cent per cutting stands between today's reality and a complete Living Wage model," Olav explains. With support from Selecta one, part of the cuttings are now sold under this initiative. Since 2017, more than 1,400 workers have received a substantial annual Cents Bonus.
"We are extremely proud of this achievement," says Carolus. "It shows in a very real way what Wagagai stands for: people first."
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Sustainability as part of the DNA
Environmental responsibility runs parallel to social engagement. Wagagai has invested in LED lighting across the entire farm and installed 5,000 m² of solar panels. Heat pumps and buffer tanks store hot water for greenhouse heating. Elevated substrate cultivation with compensated drip lines has reduced water and fertilizer use by 20–30%.
Integrated Pest Management has been strengthened to significantly reduce chemical use, while compost and biochar from green waste close the nutrient loop. Since 2014, over 15,000 fruit trees have been distributed free of charge to staff and the community.
"For us, sustainability is both a challenge and a passion," Carolus says. "Often, sustainable choices save money in the long run. LED lighting, for example, has significantly reduced our energy costs. Sustainability and profitability can go hand in hand."
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A partnership built on a shared vision
The long-standing cooperation with Selecta one has been pivotal. "This cooperation has truly been a lifeline for Wagagai," Olav states. "Without entering into a partnership with Selecta one in 2006, Wagagai would almost certainly have gone bankrupt by 2007 or 2008."
From 2009 onward, the company became financially stable. The partnership, built on trust and shared values around People and Planet, eventually led to the full acquisition in 2025. "It was not a complicated negotiation," Olav explains. "It was a continuation of a relationship grounded in trust, respect, and a shared vision for the future."
The integration brings smoother processes, stronger collaboration, improved market access, and innovation opportunities, securing Selecta Wagagai's long-term future.
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Looking ahead
For the next five to ten years, the goals are anchored in Selecta one's strategy: People, Innovation, Efficiency and Effectiveness, and Quality.
Plans include investing in closed water recycling systems, embracing AI for predictive growing, reducing chemical inputs further, expanding healthcare services, and extending social standards. On the crop side, new developments such as Hibiscus and RCS 2.0 are on the horizon.
"Every step we take reflects our commitment to people, smarter processes, and uncompromising quality," Olav and Carolus conclude. "The first 25 years have been remarkable. We are confident that Wagagai's future will be just as inspiring."
For more information:
Wagagai
[email protected]
www.selecta-wagagai.com
Selecta one
www.selecta-one.com
