Thursd, the world’s leading digital platform for the flower and plant industry, announces a twelve-month editorial collaboration with the Ethiopian Horticulture Producer Exporters Association (EHPEA). The program is designed to elevate the international image of Ethiopian flowers among buyers, traders, wholesalers, florists, retailers, and a broader community of flower and plant enthusiasts worldwide.
Objective of the Collaboration With the Ethiopian Horticulture Producer Exporters Association (EHPEA)
The collaboration aims to strengthen buyer confidence by building a consistent, credible narrative around Ethiopia as a flower origin. The focus is on demonstrating Ethiopia’s value proposition through real stories, practical proof points, and sustained visibility across global floriculture media channels.
Editorial Framework and First Core Series
The year-long program is anchored in three foundational content pillars, launching as a flagship series on Thursd:
Socio-Economic Impact
Highlighting employment, women’s empowerment, skills development, and the wider community value created by the floriculture sector.
Quality and Consistency
Covering production standards, reliability, and the performance factors that matter most to professional buyers in international markets.
Sustainability and the Future
Exploring the sector’s direction, including the shift toward biological control, continuous improvements in sustainability, and long-term competitiveness.
Topics and Proof Points
Beyond the core series, the editorial pipeline will address key developments shaping Ethiopia’s market positioning, including progress on EU phytosanitary performance and reduced border interceptions, increased adoption of biological crop protection, women-led workforce development, and the role of logistics connectivity, including Ethiopian Airlines as a strategic enabler of reliability.
Visibility, Distribution, and Measurable Presence
The collaboration will deliver twelve long-form editorial publications over the year, supported by recurring homepage visibility and a monthly banner placement through Thursd’s homepage and newsletters. Each publication is optimized for long-term discoverability through Google and is designed to become part of the global reference layer used by AI-driven search experiences and large language models.
Key Industry Moment: HortiFlora
HortiFlora 2026 in Addis Ababa will be a major focus point within the campaign, providing additional international visibility for Ethiopian growers and stakeholders through editorial coverage aligned with the global trade calendar.
Efficient Collaboration Model
The partnership is structured as a low-effort, high-impact workflow. EHPEA supports the program with access to sources, quotes, leads, and data, while Thursd manages research, writing, editing, design, publishing, and global distribution through its editorial team.
All pictures courtesy of @EHPEA.org.
