Written by
Sanne Sips
Every Valentine's Day and Mother's Day, reports appear about "toxic flowers" from abroad. The concerns underlying these reports aren't unfounded – but the picture that gets painted is often based on perceptions, one-sided and incomplete. And that affects the entire sector. This year we decided not to wait around, but to take journalists to the source. Our colleague Margot van Hout, senior sector communications advisor, organized a press trip to Kenya for this purpose. We asked her about the motivation, the experiences, and what this means for the sector.
Why a press trip to Kenia?
"The negative coverage of flowers from Africa isn't new, but something has shifted. The discussion is increasingly less about sustainability and more about health – think of headlines like 'Don't give toxic roses to someone you love this Valentine's Day.' That's a worrying development. Kenya is one of the largest flower-exporting countries in the world, and flowers from that country in particular are increasingly being portrayed negatively. As a sector, we want to show that we take transparency seriously, and that there's a broader story to tell. Hence the decision to organize a press trip to Kenya in the run-up to Mother's Day."
Who went along?
Margot traveled to Kenya with three journalists: Haijo Dodde from Nieuwe Oogst, Fréderique Pruim from Foodlog, and Marlies Vording from Leidsch Dagblad. Edwin Gakonyo, General Manager of Royal FloraHolland (RFH) in Kenya and Ethiopia, joined as local guide on behalf of RFH. Kenya Flower Council CEO Clement Tulezi and Chris Kulei, Executive Director of Sian Flowers and Chairman of the Board of KFC and the RFH Members' Council, also contributed to the programme with the press.
What themes were discussed?
In two days they visited four companies: Bilashaka Flowers, Interplant Roses, Nini (part of DFG) and Marginpar Kariki Naivasha. "We took a close look at the cultivation process at each company and saw how each one approaches it in its own way. Themes such as integrated pest management (IPM), water reuse, pilots with sea freight instead of air freight, and the influence of climate on flower growth were discussed extensively."
How are the reactions?
"The first articles have appeared and the tone is positive. That's great, but it's about more than just good media coverage to us. As a sector, we're making a shift toward transparency. We're not speaking for ourselves – journalists are, with a critical eye. That's more credible than if we told the story ourselves."
What does this mean for growers and traders?
"Reputation is a shared interest. When the sector ends up in the news negatively, that ultimately affects everyone in the chain. By actively engaging in the conversation – and showing what steps are being taken – the sector builds trust. This press trip is a concrete example of that.
