Kenya’s floriculture sector—renowned for its high-quality roses, carnations, and summer blooms—has encountered new challenges in its attempts to diversify beyond its traditional European market, owing largely to restrictive trade measures implemented during the administration of former US President Donald Trump. As industry players increasingly look to expand market access to the United States, they have found themselves contending with heightened trade barriers and geopolitical headwinds that threaten to stall progress.
The imposition of a 10 percent reciprocal tariff by the Trump administration on Kenyan exports to the United States earlier this year has significantly curtailed direct trade ambitions. This policy move came as a response to Kenya’s own 10 percent tariff on US imports, underlining a broader trend of protectionist strategies aimed at recalibrating trade balances. Kenyan flower exporters, who had previously benefited from duty-free access to the US under the African Growth and Opportunity Act (AGOA), now face steeper entry costs and diminished competitiveness in the North American market.
The repercussions of these policies were immediately felt with the postponement of a high-profile flower exhibition in Miami. Intended to serve as a gateway between Kenyan growers and American buyers, the event was expected to reduce dependency on European intermediaries and facilitate direct trade. However, logistical barriers—including the tariffs and tightened US visa policies—forced organisers to delay the initiative. Dick van Raamsdonk, organiser of the International Flower Trade Exhibition (Iftex), expressed his frustration, noting that “import barriers made it impossible” to proceed with the Miami showcase, despite advanced preparations.
Although Kenyan flowers are prized for their quality, US importers have shown limited interest in sourcing directly from African producers. Traditional suppliers in Latin America—particularly Colombia and Ecuador—continue to dominate the US market. According to industry observers, American buyers tend to favour established supply chains and remain cautious about venturing into less familiar trade relationships. Raamsdonk noted that logistical perceptions, including Africa being viewed as distant and operationally complex, persist among US buyers.
The postponed Miami showcase is now tentatively planned for next year, with organisers optimistic that shifting policy dynamics and trade conditions may offer a more favourable environment. In the meantime, the 12th edition of the Nairobi Iftex, scheduled for June 3–5 at the Visa Oshwal Centre in Nairobi, will serve as the key platform for Kenya’s exporters, drawing around 200 exhibitors from across the floriculture value chain.
Beyond the US, Kenya’s exporters are also exploring emerging markets in Asia and the Middle East. However, these regions present their own sets of regulatory, logistical, and competitive hurdles. The global nature of the flower trade demands strict compliance with phytosanitary standards, sophisticated cold-chain logistics, and favourable bilateral trade frameworks—all of which require sustained investment and regulatory alignment.
One notable achievement has been Kenya’s implementation of the “systems approach” to pest control, which aligns with the European Union’s stringent new phytosanitary regulations aimed at curbing the spread of the False codling moth. This compliance, in effect since April 26, 2025, demonstrates Kenya’s commitment to maintaining its reputation in the EU market. Christine Chesaro, Acting Director at the Horticultural Crops Directorate within Kenya’s Agriculture and Food Authority, stated that this development positions Kenyan growers to remain both compliant and competitive.
Chesaro also emphasised that securing access to premium markets such as the EU remains essential, even as the sector strategically explores new opportunities. Markets in the Middle East and Central Asia, including Kazakhstan, are increasingly being considered for expansion. According to Chesaro, Kenya’s strengthened regulatory frameworks could serve as a competitive advantage in opening doors to these untapped regions.
As Kenya’s floriculture industry navigates an increasingly complex global trading environment, the sector is relying on a blend of regulatory adaptation, strategic market diversification, and international engagement to sustain growth. While the current trade tensions with the United States present a setback, they have also underscored the need for resilience and innovation in global market outreach.
