NAIROBI – Kenya’s vibrant floriculture sector, renowned globally for its exquisite roses, carnations, and lively summer blooms, is facing a formidable challenge in its quest to conquer the lucrative United States market. What was once envisioned as a promising new frontier has been largely shut down by a perfect storm of geopolitical tensions, persistent trade barriers, and, most recently, the heavy hand of US President Donald Trump’s protectionist tariffs.
Kenyan flower growers and exporters, who had meticulously laid plans to showcase their premium products directly to American buyers at a major exhibition in Miami, have seen their ambitious efforts abruptly halt. The aim was clear: to reduce their reliance on European middlemen and forge direct supply lines to the vast US consumer base.
However, the planned Miami showcase, a strategic move designed to bridge the geographical and logistical gap between Kenyan and African flower growers and American buyers, was unceremoniously postponed in the wake of the new tariffs.
“We were already preparing, but the import barriers made it impossible. We had to cancel the Miami show,” confirmed Dick van Raamsdonk, organiser of the International Flower Trade Exhibition (Iftex). “You know what’s happening with Trump tariffs.”
Van Raamsdonk further elaborated on the compounding frustrations, noting, “Trump-era policies made visas harder, and while that’s not the biggest barrier, it’s an annoying one alongside the US import hurdles.”
While Kenyan flowers do currently reach American shores, this often occurs through convoluted indirect routes, primarily via Dutch companies that first import the blooms into the Netherlands before re-exporting them. This adds layers of cost and complexity.
“But, right now, there’s no chance of getting Kenyan flowers in,” Raamsdonk lamented. “These tariffs just make it even harder… not just for flowers from Kenya but also from other countries.”
The imposition of a 10 percent “reciprocal” tariff on all Kenyan exports to the US by President Trump in March has added yet another formidable layer of complexity. This move, part of a broader push by the Trump administration to “level the playing field” in global trade and retaliate against Kenya’s own 10 percent tariff on US imports, has severely compounded existing challenges.
Kenyan flowers, which had previously enjoyed duty-free access under the African Growth and Opportunity Act (AGOA), now face significantly steeper costs and diminished competitiveness in the American market.
Even before the recent political tensions, US importers have historically shown a marked reluctance to look beyond their traditional suppliers in Ecuador and Colombia. “For Americans, importing directly from Africa feels like too much hassle,” Mr. Raamsdonk explained. “They see Europe as far away already, and Africa is even further in their minds. They’re conservative buyers. They like things to come to them. That’s why we said, fine, we’ll bring Kenya to them.”
Despite the current setbacks, Raamsdonk remains undeterred. He hopes to reschedule the Miami showcase for next year, betting on a more favourable trade climate. “We’re not giving up. We’re planning to hold the show next year, hoping for better times, especially for fresh produce. We’re optimistic the tariffs will eventually go down, and we’ll be able to bring African flowers and growers to the US,” he announced at a press briefing ahead of the 12th edition of the Nairobi Iftex show, scheduled for June 3–5 at the Visa Oshwal Centre in Nairobi, where some 200 exhibitors are expected.
Beyond the US, Kenyan exporters are also encountering headwinds in other potential markets, including Asia and the Middle East, where a combination of fierce competition, stringent regulations, and logistical complexities present additional barriers.
Europe, despite its own evolving challenges, remains Kenya’s largest and most stable market for cut flowers, accounting for approximately 70 percent of exports. Even here, exporters are grappling with rising demands around sustainability standards and carbon footprint requirements, often necessitating costly upgrades in production and logistics.
However, a significant stride forward has been the adoption of the “systems approach” mandated under new European Union regulations for managing the False codling moth, which officially came into effect on April 26. This strategic shift, according to Christine Chesaro, acting director of the Horticultural Crops Directorate at Kenya’s Agriculture and Food Authority, has been crucial in ensuring Kenyan farmers remain compliant and competitive within the European market.
“Maintaining access to these premium markets is critical, while emerging markets like the Middle East, Kazakhstan and the US are signalling fresh opportunities beyond Europe,” Chesaro noted. “As Kenya strengthens its technical and regulatory frameworks, industry leaders are optimistic that the systems approach will not only secure current markets but open doors to new ones, positioning the country as a global floral powerhouse.”
