News » 02.09.2025 - Kenya: “We needed to lead by example”
The Flower Hub, a Kenya-based exporter working with a wide network of growers, has achieved B Corp certification—marking a milestone in its sustainability journey. For Director Millie Seagon, the recognition is both a personal and company-wide achievement.
"It is such a big step in our sustainability journey. It's been a personal goal of mine and the rest of the board since we discovered B Corp," she says. "To see it come to this point, and have joined the B Corp community, is incredible. We needed to really be able to set an example to our growers and stakeholders, and this seemed the obvious certification to prove we really do what we say we do. We ask our growers for certifications to prove they do what they say they do - so what about ourselves?"
Formalizing sustainability practices
Achieving certification required The Flower Hub to formalize and strengthen existing practices across governance, workers, community, environment, and customers. "Fortunately, we found a lot of the requirements were already happening, but they just needed formalizing, or taking to the next step," explains Millie.
Examples include revising the employee handbook with improved policies, offering full medical cover for staff and their families from day one, holding quarterly company updates, and committing a percentage of profits after tax to sustainability initiatives such as CSR, regenerative horticulture, and farm-based projects.
One of the most challenging steps, Millie notes, was "the process of changing the legal papers of the company to reflect the B Corp goals: to ensure this company will always be balancing profit with purpose to do better by people and planet."
Working with Kenyan growers
The Flower Hub works with a wide range of farms across Kenya, sourcing for diverse international markets. "It's a combination of our customers' requirements, where that particular product is grown, and of course their quality and the price," Millie says.
As members of the Floriculture Sustainability Initiative (FSI), the company has pledged to source 90% of its flowers from farms certified in social, environmental, and GAP standards. "There are new growers and smallholders who are on the certification journey but might not be fully FSI compliant yet—often due to the cost of accreditations. We continue to help them get to that point."
The company's technical team also works directly with farms, making frequent visits, providing support and communication.
Community and worker support
Alongside its sustainability commitments, The Flower Hub supports local communities. Recent projects include rebuilding a kitchen for a Nairobi children's home, equipping a primary school's autism centre playground, and donating to local charities. Employees are encouraged to volunteer through a company policy offering a day of paid leave for community work. The company also partners with farms to support their projects, such as providing lab equipment for a local community dispensary.
Global markets and changing demands
The Flower Hub exports globally, with the UK currently being its largest market, followed closely by Japan, the Middle East, and Europe. "Packed-at-source certainly plays a much bigger part than it once did," Millie notes. "It's actually what brought me to Kenya 30 years ago, so it pleases me a lot that it's so important these days."
Looking ahead, she sees opportunities in new markets, including Africa itself: "It's great to see demand for cut flowers on our own continent growing, from North Africa down to Namibia."
20 years of growth
This year, The Flower Hub celebrates its 20th anniversary. "What I am most proud of is that we started this business with a vision to export to niche markets that no one else was supplying direct—and we've certainly fulfilled that vision," Millie reflects. "But we also compete successfully with the big names in some of our markets."
As part of the celebrations, staff and their families gathered for a day in Nairobi National Park, ending with a curry lunch, games, and photos. "It really is a family – a very busy one!" she says with a smile.
Future goals
Looking ahead, The Flower Hub plans to strengthen its sustainability platform, launch new operational systems, expand sales territories, and further promote regenerative horticulture. "In the sustainability space, we are here to create space for change and 'Encourage, Enable and Inspire' our large network of growers," Millie concludes.
Source: www.floraldaily.com
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