News » 29.06.2026 - Growing spray rose demand and recovering markets
Rising production costs, growing competition from higher-altitude production regions, and uncertainty in key export markets continue to challenge Kenyan rose growers. Nevertheless, demand for spray roses is increasing, Valentine's Day sales were strong, and Middle Eastern markets are gradually recovering. According to Jay Hirani of Primarosa Flowers, these contrasting developments are currently shaping the reality for many growers in Kenya.
Jay Hirani of Primarosa Flowers
Middle East market recovering
The Middle East continues to be the company's most important market, accounting for approximately 90 percent of its sales. As a result, geopolitical developments in the region have had a major impact on business. "After the war, Middle East volumes went down," Jay explains. At one stage, shipments stopped completely.
Following the ceasefire, however, demand gradually returned. "We just celebrated Eid and the volumes were really good for Eid as well," he says. "The volumes are going back up."
On top of that, Valentine's Day remains one of the strongest sales periods for Primarosa Flowers. The company recorded a successful season this year, with sales volumes increasing significantly. "We sold quite a lot," says Jay. "I would say about 20% more than the previous year."
Competition from higher-altitude producers
While demand has improved, competition remains intense. According to Jay, producers in higher-altitude regions have an advantage when it comes to large-headed roses. "There has been some sort of competition, especially with roses," he explains. "They are able to sell bigger head roses compared to Kenya because we don't have that altitude."
Although Kenyan growers also produce large-headed roses, competitors are often able to offer larger blooms at similar or even lower prices.
Growing demand for spray roses
Despite the competitive landscape, Jay sees opportunities in spray roses, a segment that continues to expand. "The demand for spray roses has really grown," he says.
While the Middle East has traditionally been the main destination for spray roses, demand is now increasing in Eastern European markets as well, including countries such as the Czech Republic and Bulgaria. As a result, growers are expanding acreage and introducing new colors and varieties.
Rising production costs
At the same time, production costs have increased substantially. "The prices have really gone up, especially after the war," Jay says. He estimates that growing costs have increased by 30 to 40 percent due to higher fertilizer, fuel, and operational expenses.
Recovering these costs through higher selling prices remains difficult. "Customers do not want to pay even a cent higher," he says. "They want to negotiate prices lower."
Looking ahead to summer
With the Eid season completed, attention is now shifting to the summer period. According to Jay, demand traditionally softens in both Europe and the Middle East during summer. Production in Kenya also tends to decline slightly as weather conditions become cooler. "It works in our favor because during summer the markets in Europe and Middle East also start to go down," he explains.
Why auctions are not an attractive alternative
Given the dependence on Middle Eastern markets, the question arises whether auctions could provide an alternative outlet during market disruptions. Jay is skeptical. Most of Primarosa's production consists of tea hybrid roses, which are primarily grown for Middle Eastern customers rather than European buyers.
"If all of us send all of our excess production to Europe and put it in the auction, we'll collapse the prices for all other growers as well," he says. According to Jay, a sudden influx of volumes from Middle East-focused growers would put significant pressure on auction prices.
Sea freight remains challenging
Sea freight remains a topic of discussion throughout the industry, but Jay does not currently see it as a suitable option for Primarosa Flowers. The company's tea hybrid varieties are primarily destined for the Middle East, while customer buying habits also favor faster delivery times.
"Our customers are more traditional," he says. "They want to place an order now and receive it in three or four days." For now, air freight remains the preferred logistics solution as the company continues to focus on its core markets.
Source: www.floraldaily.com
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