Kenya Flower Council explores direct access to Saudi market

KENYA – The Kenya Flower Council (KFC) has begun talks with the Kenyan Embassy in Saudi Arabia to create a direct export route for Kenyan flowers into the kingdom’s market.

On Thursday, August 14, KFC CEO Clement Tulezi and his team met Kenyan Ambassador to Saudi Arabia, Mohamed Ruwange, to discuss opportunities that could help Kenyan growers reach buyers more efficiently.

“Saudi Arabia presents a strong opportunity for our industry,” Tulezi said after the meeting. “Their Vision 2030 strategy is opening up tourism, events, and hospitality. These are all sectors that require premium flowers, and Kenyan growers are well placed to supply them.”

Currently, Kenyan flowers reach Saudi buyers mainly through Europe or small intermediaries, which reduces volumes and limits brand visibility.

The Embassy confirmed its readiness to support the Council in setting up direct links. “We are keen to work with KFC to promote Kenyan flowers, create market visibility, and build trust with Saudi buyers,” Ambassador Ruwange noted.

Saudi Arabia is currently the fastest-growing economy among the G7. Its Vision 2030 plan has placed tourism at the center of diversification efforts beyond oil.

This creates strong demand for flowers, especially for weddings, conferences, hotels, and cultural events.

Tulezi added that KFC will play a central role in coordinating growers. “We bring the structure, certification, and marketing expertise needed to make sure Kenyan flowers meet the highest standards and gain a strong footing in Saudi Arabia.”

Performance of Kenya’s floriculture industry

Kenya’s flower industry remains one of the country’s most reliable export earners. In December 2023, Kenya exported about 4,700 metric tons of cut flowers after reaching 12,800 metric tons in November. By mid-2024, volumes reflected seasonal shifts with 8,600 metric tons in May and 6,700 metric tons in June.

These changes also appeared in export earnings. In May 2024, flowers generated KSh 6.6 billion (about US$51.2 million), while June dropped to KSh 5.2 billion (US$40.4 million). Despite monthly differences, the sector contributes nearly US$1 billion annually to Kenya’s GDP.

Globally, Kenya has grown its share of the flower trade to 16.1 percent in 2024, compared with 8.6 percent in 2003. New markets in Japan and Australia have reduced reliance on traditional European destinations and helped offset losses from the Russia and Ukraine market.

KFC hopes that direct access to Saudi Arabia will become another milestone for the industry. “We must continue to grow and adapt if we want to remain competitive worldwide,” Tulezi said. “Saudi Arabia gives us a chance to reach a dynamic market while also creating value for our growers back home.”

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