Few people know the ins and outs of the global flower trade like Jackson Waweru. With over fifteen years in the industry and now serving as Commercial Manager for Africa at Royal FloraHolland’s Global Sourcing Services, he stands at the crossroads where African growers meet international buyers. From supporting farms in navigating digital platforms like Floriday to finding solutions for logistics challenges, Jackson’s role is about more than just moving flowers—it’s about opening doors to new markets and ensuring value is created across the supply chain. His journey reflects both resilience and innovation in a rapidly changing industry, making him a vital voice in shaping the future of floriculture.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Jackson Waweru, and I am the Commercial Manager for Africa at Global Sourcing Services, Royal FloraHolland. This is our deal-making service that supports our members in accessing new international markets. I focus on their direct sales and logistics for flowers that they do not auction at one of the RFH hubs in the Netherlands and Germany. My team helps growers use our digital B2B platform (Floriday) to match and connect growers to (new) customers in different markets. The service also entails providing buyers with local support services such as sourcing, efficient order management, quality control, worldwide logistics, and trusted payments for them to complete their deals with our members.
My career in the flower industry has spanned over fifteen years in both cut flowers and cuttings growing farms, and eventually landed at the amazing opportunity at Royal FloraHolland about seven years ago. Naturally, I have an immense and deep connection with this wonderful industry that has defined a good part of my life."
Question 2
What is so special about your job?
"Connecting our members (growers) to global markets is very satisfying for me. It involves transcending geographical borders, culture and language barriers, weaving together one vibrant tapestry; the World of Flowers. Along this journey, value is created in different forms, right from the growing fields to the final customer; each with a unique meaning to the people involved."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"During the COVID-19 pandemic, the flower industry faced a significant reduction in airfreight capacity for export, initially driven by a drop in global demand. Since then, South-bound capacity demand has remained subdued, leading to persistent constraints, particularly during high seasons and peak periods such as Valentine’s and Mother’s Day. These limitations have directly impacted freight pricing for key destinations of Kenya’s floricultural exports.
In such a volatile environment, conventional planning often proves insufficient. To support our buyers engaged in direct importation, I rely on contingency strategies: anticipating disruptions, engaging shipping agents early to secure capacity and negotiate favorable rates, and prioritizing early shipments whenever feasible. Additionally, sea freight has emerged as a viable and more sustainable alternative for certain destinations. Numerous trials have yielded promising results, offering a complementary solution to mitigate airfreight challenges.
Royal FloraHolland in general and our local office in Kenya are involved in lobbying to increase air freight capacity for flowers, as well as in developing new methods of cool-chain transport. Sea freight takes longer than air freight, and of course, we always have to ensure that the quality of the shipped flowers is maintained across the cool chain. Supporting our members in the challenges they face is what drives me every day and motivates me to overcome obstacles."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"One of the challenges currently facing Kenya’s flower industry is the availability and cost of transportation, particularly air freight. Over the past five years, airfreight capacity has declined, despite a stable and growing demand. Concurrently, freight costs have risen considerably, with variations depending on the destination. In response, the industry has increasingly turned to multimodal transportation solutions, with notable efforts in exploring and investing in sea freight as a viable alternative. Of course, sustainability is important in our industry; let’s not forget that. That is another reason why we are investing in sea freight, among other things.
Another significant challenge has emerged from the European Union’s phytosanitary regulations, particularly concerning the control of False Codling Moth (FCM). Non-adherence to these measures poses a serious threat to market access, especially for rose exports. Fortunately, the flower industry has responded proactively by implementing the recommended systems approach, meeting the April deadline."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technological advancement and especially in the e-commerce space, is changing the traditional dealmaking between the buyers and growers. This is especially evident for growers who are located far away from the buyers in the global marketplace, for example, here in Africa. Digitization changes the way they can interact and trade with buyers in the overseas markets. It simplifies dealmaking, offers opportunities for customized logistics, and smart business.
Our digital platform, Floriday, provides our members with an avenue to interact efficiently and directly with new buyers in different regional markets like Europe and the Middle East. Growers can make their supply available to global buyers on Floriday or create special offers for specific customers. Customers can place orders digitally on the Floriday platform, after which growers can fulfill their direct (non-auctioning) orders and settle payments from the comfort of their farms. Did you know that our members get guaranteed payment within 7 working days? This is a standard service that Royal FloraHolland offers. But more importantly, growers and their customers get more and more opportunities to settle payments in the way that suits them. Buyers can pay in various modes today because of technological developments. They can pay on account, but also in advance with a digital e-wallet. Floriday and digitization in general are a big step forward for growers in Africa to simplify their sales processes and grow their global business."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My inspiration stems from everyday interactions, whether through the people I meet, the things I read, or what I observe around me. Because of this, I find it impossible to single out one individual as my source of inspiration. Each encounter offers something new to learn.
Through my work, I’ve had the privilege of engaging with different professionals in the industry, and I’ve come to appreciate that no two people view an issue through the same lens. This diversity of thought is invaluable. It reminds me to listen closely, remain open-minded, and draw lessons from the varied perspectives I encounter."
Question 7
How do you handle stress or difficult moments in your life?
"My way of handling stress or difficult moments is through my daily after-work gym routine. The workouts allow me to redirect that energy into a more satisfying activity, one where negative thoughts melt off into drips of sweat, replaced by a fresh feeling of accomplishment. It’s a ritual that grounds me, a space where effort becomes clarity and motion becomes release.
Over the weekends, a drive out of town into the lush countryside lifts the spirits like nothing else. It’s in those moments surrounded by green hills and open skies that I feel most at peace, recharged and ready to go again."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news for me is the expansion of international business solutions by Royal FloraHolland for our Members, especially into the US Dollar region – specifically countries in the Middle East – and the ability to support this through Floriday. I’m proud to be leading the team from Kenya that is supporting and making this vision a reality."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"My favorite flower, perhaps unsurprisingly given my past role, is the scented garden rose, and none captures my admiration quite like the Rose Yves Piaget by breeder, Meilland. What I like about it in particular is its old-fashioned peony-like style, with countless ruffled petals and an intense sweet fragrance."
Question 10
What are you doing this weekend?
"I have contrasting events this weekend: my two girls are home for their last weekend of school holidays, which means we absolutely must do something fun with them, and my wife and of course, the English Premier League is back. While both are exciting in their way, we already know which event wins the weekend. Yes, the three most important girls in my life win it, without question!"
All pictures courtesy of Jackson Waweru.
