Kenya's floriculture sector is facing what industry players describe as one of its most challenging periods in recent years. Rising geopolitical tensions, disrupted logistics, and sharply increased freight costs are combining to put unprecedented pressure on exporters. Franklyne Moses, CEO of Herany Flora, shares a candid overview of the situation and the impact on the industry. The company operates as a sourcing and consolidation agent, working with multiple farms across Kenya to supply a wide range of flower varieties. The company primarily serves markets in the Middle East, Asia, and Europe, and is noticing the impact of the market situation.
© Herany Flora
Job losses, flower dumping and increased freight costs
According to Franklyne, the market situation has deteriorated significantly due to geopolitical instability affecting global logistics and demand. "The current global market situation is not good at all. It is really hurting most of us from Kenya, the producers and exporters of flowers," he says.
He describes widespread consequences across the supply chain, including job losses, farm-level waste, and collapsing demand windows. "We are suffering a great deal. The farms are experiencing great losses in flower dumping because of no access to markets at a specific time," Franklyne notes.
The situation is further worsened by increased freight costs. "If it used to be two dollars per kilo, right now we're paying five dollars for the same destination," he explains.
© Herany Flora
Peak season pressure and fragile demand
The timing of the crisis has intensified its impact. The sector is currently operating in peak production season, following Valentine's Day and ahead of Mother's Day demand in Europe. "This is happening at a time when we are at peak season. Production is high," Franklyne says.
He also highlights how demand uncertainty has shifted buyer behavior. "At the end of the day, you may have good contacts, but right now all you can do is ask about their well-being. The market is silent."
© Herany Flora
Industry response: price adjustments and survival strategies
To remain operational, some farms have begun reducing flower prices in an attempt to offset freight increases. "The farms have decided to cut flower prices so they can still supply clients," Franklyne explains.
In some cases, farms are also offering promotional incentives such as additional boxes for bulk purchases to prevent unsold stock from being dumped. "It is really painful to see flowers being dumped. It would rather be given at access than wasted," he says.
However, even with these adjustments, the situation remains fragile. The Kenyan industry is also competing with other regional producers such as Ethiopia, further limiting flexibility in pricing and market absorption.
© Herany Flora
Call for communication
Franklyne emphasizes the need for greater openness and communication within the global supply chain. He believes the industry must actively speak out about the challenges it is facing.
"Geopolitics has a great impact on international business. We cannot keep silent. We have to speak out so that it reaches the parties involved," he says. "Let's express our experience through professional platforms like LinkedIn so it reaches decision-makers."
© Herany Flora
Looking ahead: resilience and diversification
Despite the difficult environment, Herany Flora is exploring ways to adapt. Franklyne notes that diversification, including limited regional trade within Africa, is being considered, though volumes remain insufficient compared to export markets.
Still, he remains cautiously optimistic about the future. "We are hopeful that if we can speak up and let people express their frustration, something will change," he says.
He concludes with a broader message of resilience for the industry: "Let us hold on to hope. Someday it will be better. This should not be a breaking point for us, but a moment we go through and recover from."
© Herany Flora
IFTEX 2026
Herany Flora will exhibit at IFTEX 2026 (June 2-4) in Kenya. The team welcomes you at stand H3.17.
For more information:
Herany Flora
[email protected]
https://heranyfloralimited.com/
