As international flower buyers, breeders, growers, logistics providers and exporters gathered in Nairobi for the opening of the International Flower Trade Expo (IFTEX) 2026, discussions extended beyond blooms, markets and business opportunities.

Increasingly, the conversation is shifting toward sustainability, climate resilience and the growing costs of meeting environmental standards in a rapidly evolving global marketplace.

Opening the exhibition, Trade, Investment and Industry Cabinet Secretary Lee Kinyanjui celebrated Kenya’s remarkable floriculture journey while highlighting a challenge that is becoming central to the industry’s future competitiveness: how to sustain investments in environmental stewardship while maintaining profitability.

“When many people think about flowers, they think about beauty, colour and celebration. Yet, for us in Kenya, flowers represent something much deeper than that. They represent growth, development, enterprise and innovation,” said Kinyanjui.

Over the last four decades, Kenya has built one of the world’s most successful floriculture industries. Today, the country is Africa’s largest flower exporter and one of the world’s leading suppliers of roses, serving markets across Europe, the United Kingdom, the Middle East and Asia.

According to Kinyanjui, the industry generates approximately KSh110 billion annually in export earnings, employs more than 200,000 people directly and supports countless livelihoods across the country.

More than half of the workforce is made up of women, making floriculture a significant contributor to economic empowerment and rural development.

However, as global consumers become increasingly conscious of how products are produced, the flower industry is facing a new set of expectations.

Buyers, retailers and governments are demanding greater transparency, lower environmental footprints and stronger sustainability credentials throughout supply chains.

“The global flower market is changing rapidly. Consumers increasingly want to ensure that their products are sustainably produced. Retailers require greater flexibility. Governments are also introducing new environmental and sustainability regulations,” Kinyanjui noted.

For Kenya’s flower farms, responding to these demands has required substantial investment. Across the industry, growers have adopted renewable energy systems, water conservation technologies, integrated pest management practices, biodiversity protection programmes and internationally recognised sustainability certifications.

“Our flower industry is globally respected for ethical production, sustainability, environmental stewardship and traceability systems,” said the Cabinet Secretary.

“Kenya flower farms have invested heavily in renewable energy, water conservation technologies, integrated pest management systems, worker welfare programmes, biodiversity protection and internationally recognized sustainability certifications.“

These investments are helping position Kenya as a supplier capable of meeting increasingly stringent market requirements, particularly in Europe, where sustainability regulations continue to shape international trade. Yet they also come at a cost.

Alongside rising compliance demands, growers are grappling with increasing air freight charges, expensive agricultural inputs, logistical disruptions and broader economic pressures. The cumulative effect is creating concern about whether the burden of sustainability is being distributed fairly across the value chain.

Kinyanjui delivered one of the event’s most significant messages when he argued that sustainability efforts cannot rest solely on producers.

“Sustainability cannot be driven solely at the farm level, while commercial pressures continue to push prices downward,” he said.

The statement reflects a growing debate within global agricultural supply chains. While consumers and retailers increasingly expect environmentally responsible products, producers often bear the financial burden of implementing climate-smart technologies, certification programmes and sustainability measures.

“A truly sustainable flower industry requires sustainable farms, sustainable supply chains and sustainable returns for producers,” Kinyanjui added. “We therefore encourage greater collaboration across the value chain to ensure that the value created through responsible production is fairly recognized and rewarded.“

The remarks come at a time when climate resilience is becoming inseparable from business competitiveness. Efficient cold chains, reliable logistics systems, sustainable energy sources and improved infrastructure are no longer simply operational concerns; they are increasingly critical components of climate adaptation and market access.

Recognising this, the government says it is pursuing measures aimed at improving the business environment for exporters, including expanding infrastructure capacity and addressing long-standing issues affecting cash flow and competitiveness.

Yet the broader challenge remains clear. As environmental standards become embedded within global trade rules, Kenya’s floriculture industry must continue balancing commercial realities with sustainability ambitions.

“The future of agriculture will be defined not only by production volumes, but also by innovation, sustainability, resilience and partnership,” Kinyanjui observed.

That future will require cooperation across the entire value chain, from governments and growers to logistics providers, certification bodies, retailers and consumers. For Kenya’s flower industry, the next chapter may not simply be about growing more flowers.

It may be about ensuring that the costs and benefits of sustainability are shared more equitably among all those who profit from the global flower trade.

As IFTEX 2026 continues to connect industry players from around the world, one message is emerging with increasing clarity: sustainability is no longer optional. The question now is whether the market is prepared to pay for it.

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