JETRO Analysis

According to JETRO's "Monitoring Survey of East African Roses 2006", the value of rose imports from East Africa more than doubled between 2003 and 2005. According to this report, major flower importers in Japan are interested in starting business with booming East Africa cut flower industries, where Kenya with her long history in this field takes the lead in both production and quality.

The European Union has been very supportive to Kenyan flower companies by way of ODA which has been very instrumental in the phenomenal growth experienced. In the fiscal year 2006 the Japanese Government launched a similar assistance under (ODA) program through JETRO. The JETRO program which was to carry out a flower monitoring survey on the four East African Countries ( Kenya, Uganda, Tanazania and Ethiopia), made assessments and offered advise to producers on how to improve their products within a short period and meet the Japanese market standards. The survey was also to assess the viability of the market.

The three Kenyan representative Companies selected from among 12 flower producers to participate at IFEX 2006  were, Shalimar Flowers Kenya Ltd, Sian Agriflora Ltd and Magana Flower Kenya Ltd.

In order to offer the survey to professionals, JETRO appointed the Japan Flower Trade Association (JFTA) a Japanese flower import organisation to organise and create necessary linkages with East African Companies. JFTA established the following:

1. Three Japanese flower importers under JFTA were found to be importing roses from 12 cut flower companies in East Africa (Kenya, Uganda, Tanzania and Ethiopia). The roses for import to Japan were those recommended by flower associations of the four East African Countries.
2. The Japanese importers undertake the evaluation process at the port of arrival in Japan to ascertain quality and sale value in the Japanese market and make a follow up with the 12flower companies and advise on the required quality standards and improvements.
3. Based on the advice given by the Japanese flower importers, the 12 flower companies incorporate the advice given in picking flowers, packaging and shipping to Japan as well as observing Japanese rules and regulations, quality standards and business practises of the Japanese market.

During the year 2006 September, JETRO took the initiative of inviting one (1) company from each of the East African Countries to participate in the International Flower Expo (IFEX) in Tokyo under the monitoring survey progress so as to learn and collect first hand opinions from Japanese companies engaged in the flower business. In the evaluation process carried out by JFTA, East African roses on overall were judged and found to be of sufficient product value in Japan, however it is noteworthy to bear in mind that the Japanese market is very sensitive and competitive with the following product requirements: (1) high quality standards (2) consistent stable quality (3) variety of species and (4) reasonable transportation costs.

The contact person at JETRO office Japan for Kenya Flower development is:

Ms. MIYAMORI
Deputy Director
Trade and Economic Cooperation Department
Development Cooperation Division
JETRO Cut Flower Program for East Africa
107-6006
Ark Mori Building, 6F 12-32, Akasaka 1-chome, Minato-ku, Tokyo Japan
JETRO
Tel: 03-3582-5770
Fax: 03-3585-1630