In an industry where beauty flowers daily but challenges never stop budding, few voices carry both calm and conviction like Edwin Gakonyo. As the General Manager for Africa at Royal FloraHolland—the world’s largest marketplace for flowers and plants—Edwin stands at the intersection of tradition and transformation.
Whether navigating global disruptions, championing digital innovation through platforms like Floriday, or advocating for growers facing real-world pressures, his leadership is rooted in empathy, resilience, and vision. This week on the 10 questions, we step into Edwin’s world to discover the values that drive him, the threats reshaping floriculture, and why, for him, a carnation is his favorite flower.
Question 1
For those who don’t know you, who are you, and what do you do?
"I am Edwin Gakonyo, General Manager for Africa at Royal FloraHolland — the world’s largest international marketplace for cut flowers and plants. We operate two subsidiaries in Africa, located in Kenya and Ethiopia. Together with my team, we support growers with a range of value-added services, including commercial sourcing via our digital platform Floriday, cool chain management, quality assurance, advocacy, and market information. We also assist our growers in meeting their sustainability commitments.
Our mission is twofold: to remain a healthy and attractive cooperative for our members, and to build Floriday into the largest international B2B digital platform in the floriculture sector."
Question 2
What is so special about your job?
"What makes my job truly special is how alive it feels—no two days are ever the same when you're working with fresh produce. What makes it even more meaningful is working closely with growers here in Africa. I get to see their resilience, creativity, and entrepreneurial spirit up close. It’s inspiring. These are people who pour their hearts into what they grow, and it shows in every bloom.
At the end of the day, it’s not just about logistics or supply chains—it’s about people, community, passion, and the quiet power of nature to bring joy."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
" One of the most persistent leadership challenges I have faced was supporting growers as they grappled with limited cargo capacity and rising air freight costs, particularly in the aftermath of the COVID-19 pandemic. Guiding them through these disruptions required proactive engagement, strategic coordination, and innovative solutions to sustain their operations and market access.
To address this, I am actively working with the Sector BMOs like Kenya Flower Council (KFC) and Fresh Produce Association of Kenya (FPEAK), actively engaging the government, advocating for more efficient cargo solutions, some of which are within reach."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The floriculture industry faces several pressing threats. Climate change is one of the most significant, affecting growing conditions and increasing the unpredictability of seasons and pests. Additionally, rising energy and transport costs, regulatory pressures on pesticide use, and shifting consumer preferences toward sustainably grown flowers are reshaping the landscape. Another challenge is the increasing complexity of international trade regulations.
To create a more desirable environment, I believe we need stronger collaboration across the floral supply chain, and the industry needs to be more proactive, data-driven, and environmentally conscious."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technology has been a game-changer in floriculture. Platforms like Floriday have revolutionized how growers and buyers interact, enabling real-time deal-making, better inventory management, easy financial settlements, and more efficient logistics. The Platform has also opened new avenues for storytelling, allowing growers to showcase their unique varieties and sustainable practices directly to their customers."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I’ve been fortunate to meet and learn from many incredible individuals in the floral industry, especially through my visits to growers across Kenya, Ethiopia, and the region. It’s hard to name just one person because each grower I meet brings something unique to the table. What truly inspires me is seeing their passion firsthand—the way they pour their hearts into their farms and build businesses that not only thrive but also uplift their communities.
Their vision and resilience, especially in the face of adversity, constantly remind me why I love being part of this industry. I admire how they balance innovation with local solutions, and how their values shine through in everything they do—from sustainable practices to empowering their workers. These experiences have shaped my values and aspirations."
Question 7
How do you handle stress or difficult moments in your life?
"Handling stress requires a combination of mindset and habits. One thing I’ve learned to do is slow down time in my head—mentally shrinking problems down to size so they feel more manageable. Staying organized also plays a big role; it gives me a sense of control, even when things around me are moving fast.
I’ve also come to accept that I can’t control everything, and that’s okay. Focusing on what I can influence helps me to stay grounded and calm.
Outside of work, I find real peace in off-road camping and barbecue. There’s something incredibly therapeutic about being out in nature, away from the noise; it helps me reconnect with myself, recharge, and return with a clearer mind and renewed energy."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"One of the most exciting news lately has been the successful expansion of Floriday’s adoption amongst African growers. Seeing more growers embrace digital tools and benefit from increased market access has been incredibly rewarding. It’s a sign that our efforts to digitize the supply chain are bearing fruit."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"My favorite flower is the carnation. There’s something timeless and quietly elegant about it that resonates with me. I admire its resilience—it lasts long after being cut, which to me symbolizes strength and endurance. Carnations have a subtle beauty that doesn’t scream for attention, yet they leave a lasting impression."
Question 10
What are you doing this weekend?
"This weekend, I’m spending quality time with my family. My two boys are on their mid-term break, so we will be taking them out with my wife for some fun activities and a nice meal."
All pictures courtesy of Edwin Gakonyo.
