When you hear the name Vegpro Group, most people in the fresh produce world will immediately think of vegetables. And rightfully so, since 1979, the company has been at the forefront of growing, packing, and exporting vegetables from Kenya to European retailers. They’ve built a strong reputation, especially in prepared vegetables, and are one of the biggest names in the category.
But what’s equally worth talking about—and the reason for my visit—is their floriculture arm, which has grown steadily over the past two decades. As part of the World of Spray Roses campaign, I had the opportunity to spend time at their Gorge Farm in Naivasha, walking through rows and rows of spray roses, learning more about their journey with Interplant Roses, and seeing firsthand how large-scale production can still deliver on precision and quality.
Vegpro, From the Beginning
Vegpro started its flower production in 2002, and by 2013, it had added spray roses to the mix. Fast forward eight years, and today, 30 hectares are dedicated exclusively to spray rose production. What’s interesting is that 100% of the spray rose varieties grown here are from Interplant. That’s no small decision for a farm of this size.
They’ve made a clear commitment to Interplant breeding, and according to David Dass, Group Commercial Manager at Vegpro, it’s a decision that continues to pay off.
“We keep our focus simple—quality, volume, and consistency, and Interplant Roses gives us that. Their varieties perform well, they’re easy to work with, and our clients know what to expect.”
Their spray roses are marketed under the Just Spray Roses brand and are sold directly to customers in Europe and the Middle East under their marketing company Fresh Exchange. Varieties like Spray Roses, Dinara, and Salinero have emerged as strong performers in the market, but as David put it, "all Interplant spray roses tick our standards on quality, production, and vase life."
That consistency in market performance is part of what makes the category so dependable. Whether for mixed bouquets, arrangements, or direct retail orders, the spray roses grown here are selected with the end client in mind—something that has become second nature for Vegpro’s team after years of working with European buyers.
Vegpro’s Gorge Farm sits on 150 hectares, fully dedicated to roses, and is part of a wider horticultural footprint of over 400 hectares. What’s notable about Vegpro is that they are the largest single farm in Africa, with their operations being consolidated on one large estate, unlike many other farms that operate across multiple smaller sites. Beyond Naivasha, they operate high-altitude farms in North Kenya (focused on premium standard roses), and they also run two rose farms in Ethiopia.
Beyond Roses, People Come First
What struck me during the visit was not just the size, but the structure. The systems in place, the care in variety selection, and the commitment to growing spray roses at a large scale, while still maintaining the needs of the market.
With over 7,000 employees, Vegpro is one of the largest employers in the floriculture sector. They’re Fair Trade certified, and their main CSR focus is education. Over the years, they’ve built classrooms, supported local schools, and through their vegetable arm, they run a cafeteria program that offers free hot meals to pupils, prepared by their fully paid chefs. It’s a reminder that behind the numbers and export volumes, there are real stories of impact. And in many ways, that’s what makes floriculture in Kenya so meaningful—it’s not just about the flowers, it’s about the people behind them.
World of Spray Roses, Vegpro Edition
This visit was part of my ongoing series for the World of Spray Roses campaign—a chance to document how different farms across Kenya are working with spray rose varieties from Interplant. Vegpro’s model is a great example of what can happen when you focus on consistency, long-term relationships, and trusted breeding.
It’s clear that spray roses are no longer just a complementary flower in the mix—they’re becoming a category of their own. And growers like Vegpro are helping shape that story, one variety at a time.
