‘Zim has huge export potential in floriculture’

Source: ‘Zim has huge export potential in floriculture’ – herald

Judith Phiri

Bulawayo Bureau

NATIONAL trade development and promotion agency, ZimTrade, has said floriculture is proving to be a viable and high-value enterprise for farmers willing to learn and adapt.

Floriculture is the practice of cultivating plants primarily for their showy flowers and foliage, focusing on efficient production for human enjoyment in various environments.

Interest in flower farming has grown significantly in recent years, particularly in developing countries with favourable climates and affordable labour.

In its latest newsletter, ZimTrade said that while traditionally dominated by large-scale commercial operations, floriculture was no longer out of reach for smallholder farmers.

“In fact, with proper support, organisation and access to markets, small-scale producers can thrive in the flower industry. Traditionally, small-scale farmers have relied on staple crops like maize, groundnuts, beans and vegetables such as tomatoes and cabbages,” said the agency.

“While these remain essential for food security, their economic returns are often unpredictable and limited by fluctuating market prices, pests, drought and post-harvest losses.”

It said flowers are high-value crops that can be grown on small plots of land and, if managed correctly, can yield significantly higher returns than most food crops.

ZimTrade said a 500-square-metre greenhouse of flowers, for example, can generate more income in a year than an acre of maize, especially when grown for the export market.

“Flowers have a shorter harvest cycle, enabling multiple cuttings per year, which boosts revenue through continuous cash flow.

“They are often the deciding factor in being considered by premium global retailers or being overlooked in favour of competitors who carry recognisable eco-labels.”

In terms of the market, the national trade development and promotion agency said the most lucrative was Europe, which is the world’s largest consumer of cut flowers, with the Netherlands, Germany and the United Kingdom at the top.

These countries have well-established flower auctions and demand consistent, high-quality blooms.

In recent years, the Middle East and parts of Asia have also become important markets, particularly for exotic or tropical varieties.

ZimTrade said: “Accessing these export markets requires meeting strict standards in terms of stem quality, length, cleanliness, packaging, and cold-chain logistics.  Exporters must also comply with phytosanitary regulations, ensuring flowers are free from pests and diseases.”

“Certifications serve as a strategic investment towards long-term brand growth and resilience, ensuring that products meet the evolving expectations of both regulators and conscious consumers. One of the most significant benefits of certification is access to international markets.”

It said regions such as the European Union impose strict regulations, such as the REACH legislation, which bans over 2 000 hazardous chemicals in textile production.

Similarly, US-based laws like the Consumer Product Safety Act (CPSIA) and California’s Proposition 65 outline strict product safety standards.

The national trade development and promotion agency said that in the UK, post-Brexit regulations such as UKCA (United Kingdom Conformity Assessed) marking and the Modern Slavery Act enforce supply chain transparency and product safety.

“Even across Africa, countries like South Africa, Nigeria, and Kenya are enforcing national quality standards through organisations such as NRCS (National Regulator for Compulsory Specifications, SONCAP (Standards Organisation of Nigeria’s Consignment Accreditation Scheme), and KEBS (Kenya Bureau of Standards).

“In addition to these mandatory requirements, voluntary certifications allow brands to distinguish themselves in the market,” said ZimTrade.

It said longer, straighter stems fetch premium prices, making proper pruning, spacing, and staking critical practices.

ZimTrade said, for example, roses or alstroemerias with 60cm or longer stems are considerably more valuable than those with shorter lengths.