With an experience spanning more than three decades, Craig Oulton is a legend in the Kenyan floral business. He has seen it all, the struggles, growth of the industry, and ever-changing market dynamics. This week he is our special guest on the 10 questions on Thursd.
Craig touches on his career, and the challenges facing the Kenyan floriculture industry at the moment and weighs on what the next course of action should be. Interestingly, he consistently participates in different marathons around the world, barefooted if you may ask! The end game for him has always been to raise funds for Sports For Change, a small Kenyan charity organization that provides scholarships to underprivileged children in the country. Interesting read this week, enjoy!
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Craig Oulton, It’s important to note that I was born in Kenya, and my father and grandfather were also born there. I was educated in Kenya, both primary and secondary, but I had to leave school early, as a tragic accident left me alone at the age of 15. I became an apprentice mechanical engineer, getting my first job at the age of 17, Working in Somalia.
I was fortunate to be hired as a flower supervisor at the beginning of the flower business in Kenya in 1988 and have been in the flower business ever since, working for all the larger flower businesses through production to become a regional General Manager and General manager for the last three companies I’ve worked for. Currently, I am in Kisima Farm as the General Manager, married with two children who’ve left home."
Question 2
What is so special about your job?
"Flower growing is all about innovation not only in agronomy but in management style to get the best of your environment. Always be prepared to take calculated risks most importantly maintain relationships with people as this business is a small one. The special thing about the job I do is that I have an excellent team and few have been in this organization for about 25 years, so I often find jobs done before I ask. I find it amusing!
We are farming at 2,400 meters currently, which is giving us a scope to grow different flowers and a very interesting part of the job is growing flowers that no one else is."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"There are several challenges just for being in the flower business and every year throws up more and more challenges. This year has seen freight issues, more rain, increased taxes, a focus on pests and diseases by regulatory bodies, and a reduction of chemical AI.
The list is endless that we must focus on though climate change is real, farming in a more organic way is so important, and finding ways to export our flowers including sea freight. With all these challenges we are constantly adapting to, we have a very clear knowledge of our cost, covered all our outdoor crops, and implemented “a back to nature approach”. Looking after our soil is paramount, which we have achieved and bringing down our pesticides by 60%"
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"This is what I call the two F's: False Codling Moth (FCM), caterpillar, eggs, and Freight. We need more understanding from our authorities and indeed from European Authorities of how difficult it is to farm currently with increased regulations year by year.
Heavy taxes and very little support when we have major issues which at present are freight. I would appreciate more understanding of how difficult to farm flowers in Kenya now, compared to 10 years ago and even going as far as asking the authority to look at tax breaks for the flower business rather than introducing more taxes which affects our businesses."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"An interesting question, I am an old-fashioned grower. I believe that we should be in the field and be physical around the crops we grow. However, as far as technology is concerned, I am a real believer in a good scouting system using technology such as smartphones, also having proper weather stations, and knowing soil temperatures and light levels are very important for our business.
I also agree that data works well when doing packing lists and any shipping documentation. We have invested in a top-tier system for this task. The greatest technology in recent years is definitely WhatsApp, our speed of communication in production, packing, and commercial has improved as well as our market."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Mike Tyson is currently the most inspiring gentleman to me as we are of the same age. I sympathize with his difficult upbringing leading to his rebellious nature but always making a comeback. I enjoy his confidence and his ego although now humbled."
Question 7
How do you handle stress or difficult moments in your life?
"Stress will always be a part of life, and one never knows what’s coming around the corner. I deal with stress head-on I am an ultra-marathon runner; I have no fear of showing my emotions and I know as a leader, I must step up no matter how duress the condition is.
I always make sure I have downtime if I need to think rationally. I read a lot of books mainly fiction to cool down any stress I may be feeling."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news for us is that Kisima Flowers recently achieved the Kenya Flowers Council accreditation of Gold Certificate for the 3rd year in a row; and have won several awards this year for our dedicated approach to social, environmental, and sustainability.
The best news for me personally this year, I have completed one of the hardest ultra-marathons in Poland as the oldest runner coming in the middle pack. Also, my immediate family is fit and strong in 2024."
Question 9
Which is your favorite flower/plant and why is it good for you?
"My favorite flower right now is Digitalis purpurea commonly known as the fox glove. I find this flower to be beautiful. It’s not grown in Kenya now due to post-harvest issues which we will overcome. We are looking at several breeders from the United States to purchase seeds."
Question 10
What are you doing this weekend?
"This weekend I would be training for the next ultra marathon which will involve running two marathons back-to-back over two days. The running will be slow with my pack of Great Dane dogs as I’ll run into an area that is frequented by elephants, buffalos, and sometimes lions.
I always make sure I spend family time either watching a movie or just walking around the garden with the family which is very important to me. On the farm, we are in the middle of planting several different crops for 2025. This is done by my team who I believe are the best flower team in Kenya, so I do not have to worry or be interrupted as I have total trust in them."
All pictures courtesy of Craig Oulton.
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