Local flower producers have stepped up the branding of their produce, raising the stakes in their long running bid to wrestle control of the multi-million export industry from the financially muscled Dutch auctions.
Kenya Flower Council CEO Jane Ngige said a proportion of the country’s exports getting to the market directly has risen sharply to between 40 and 50 per cent, significantly lowering the influence of middlemen in the value chain.
“Branding is taking place at farms in every small way and most of our flowers are now getting to the final consumer in clearly marked bouquets as opposed to bunches sealed in boxes,” Mrs Ngige said on Friday.
Kenya has intensified the search for cheaper alternatives for getting their fresh produce to the customer in the EU market in the face of shrinking demand.
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