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A Fresh Approach for Floriculture

New technology for Ethiopian horticulture producers and exporters was introduced during the workshop at the Hilton Hotel on Thursday, September 3 by Australian company, Peakfresh Pty Ltd.
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The Netherlands as a gateway for flowers from developing countries.

Recently published trade data (Eurostat) covering the year 2008 shows that The Netherlands remains the leading gateway for flowers from a number of different developing countries. Nevertheless, one leading supplying country can be recognised: Kenya. Imports from Kenya increased by 13% annually between 2004 and 2008, while imports from Ecuador increased by 20% annually during this period. Imports from Colombia and Tanzania showed significant increases as well. However, the most notable performance was that of Ethiopia. Imports from Ethiopia increased by 193% annually, with imports amounting to € 63 million in 2008. Only four years before, the imports from this country were still negligible. In contrast, imports from Zimbabwe decreased by 18% annually during the review period, due to the unstable economic and political situation.

Source: ProVerde, Eurostat

Ongoing study into producing flower packaging material in Ethiopia

The board of the Ethiopian Horticultural Producer Exporters Association (EHPEA) had been handling complaints regarding the packaging quality both from exporters and from its buyers in Europe, Asia and Far East.

A while ago, the Association requested the Centre for Promotion of Imports from Developing Countries (CBI) to sponsor a study to resolve the packaging problem. CBI accepted the request and brought along the International Trade Centre (ITC), an institution which offers technical assistance to develop exports from developing and transitional economies.

CBI and ITC are using their own consultants and spending 50,000 to 70,000 Euros for this study which is expected to improve the packaging of the flowers. The study initiated by the two institutions is now in its second phase. The first was completed in July 2009. The new phase of the study, which will be completed in October 2009, is involved in the practical aspects of packaging.

For more information see the article on


Seminar internal and external customer orientation in Ethiopia

Besides the four workshops of the Master Class Flower Export, we also organise a general introductory seminar for flower growers in Ethiopia. This seminar on “Internal and external customer orrientation will be held on 21 and 22 September in Addis Ababa. Ethiopian exporters that are interested can request more information via EHPEA.

Seminar “Internal and external customer orientation” (2 days)
• European market channels and requirements.
• Understanding customer requirements.
• How to implement and strengthen a market oriented approach inside the participating farms.
• Auction game.

After the training, participants are informed about present market conditions and developments. They are able to translate and implement market information, client expectations and feedback to the different levels in the organisation: Analysis – Interpret – Action planning

Target group: export managers / farm managers and production managers
CBI consultants: Maarten van Schie, Milco Rikken

Photo impressions of the Master Class Flower Export II

Below you find a selection of photos of the second Master Class Flower Export that was held on Thursday 11 and Friday 12 June, 2009. As part of the Friday workshop, the auction game was played. The lion’s share of imported cut flowers are sold via the Dutch auction system. This training session illustrates the working of the auction clock and gives insight how to become a successful auction supplier.

Ethiopian horticultural organisations

Ethiopia Horticulture Producers and Exporters Association
The Ethiopia Horticulture Producers and Exporters Association (EHPEA) was established in 2002 to facilitate the private sector horticultural exports. At the moment, there are more than 60 members. It is a legally registered organisation. EHPEA’s financial resources are made up of the contribution of members, and national and international donors. It represents the horticulture sector in the country as well as internationally and it also organises trade fairs. EHPEA is implementing in close consultation with the Government of Ethiopia and other stakeholders a Code of Practice for the floriculture. This code of practice provides an excellent basis for establishment of a sustainable fruit and vegetable sector. Continue reading

Horticultural news on Ethioblog

A good source of information on Ethiopia-related developments is the Ethiopian news website This website offers, amongst others, a general news blog. The blog also frequently covers news on the Ethiopian horticultural sector. The horticultural posts can be directly visited at Ethioblog Horticulture News.

New series of Master Classes “Flower Export” in Ethiopia

As a key activity of CBI’s 2009 floricultural training activities in Ethiopia, ProVerde is currently preparing a series of Horticulture Master Classes. The training series is developed in close cooperation with the Ethiopian Horticultural Producers and Exporters Association (EHPEA) and will focus on flower export marketing.

In the course of training series, participants will write a concise export marketing plan. The structure of the export marketing plan will be used as the framework for the special topics covered in the trainings: Corporate Social Responsibility (CSR), post-harvest and logistical requirements, market research in the flower business, getting the best price on the auction, and internal and external communication.

The four Master Class trainings are scheduled for early May, mid June, mid September and early December of this year. CBI trainers will include Milco Rikken (ProVerde), Dana van Hes (E4 Consulting), Jeroen van der Hulst (Flowerwatch), Maarten van Schie (OTV Wageningen) and Maarten van Woerden (Helicon).

Dinner seminar “How to make money from export flowers”

On the evening of Friday 5 December, a CBI/EHPEA dinner seminar was organised in the new Intercontinental hotel in Addis Ababa. The objective of the dinner seminar was to inform farm owners about the ongoing CBI trainings and to get their involvement in the upcoming master class trainings.  A total number of about 65 people attended the dinner seminar. Participants represented a nice mix of Ethiopian, Indian and Dutch farms.

1. Glenn Humphries (Training coordinator of EHPEA): Welcome and introduction.
2. Geert Westenbrink (Agricultural Counsellor, Netherlands Embassy): Overview of the Netherlands support for the floricultural sector in Ethiopia.
3. Dirk-Jan Zegelaar (CBI): Introduction into CBI and the CBI flower trainings.
4. Ato Mulugeta (Production Manager of Fioryi) and Ato Navale (Farm Manager of Holeta Roses): Participants overview of the 2008 trainings.
5. Bert-Ralf Ottens (FloraHolland): The international rose business.
6. Milco Rikken (CBI): Quick Market Scan “Ethiopian flowers in the EU”.
7. Maarten van Woerden (CBI): Introduction to the 2009 Master Class.
8. Ato Tsegaye: Word of thanks.

Market information on the EHPEA website

EHPEA, the Ethiopian Horticultural Producers and Exporters Association, has recently updated it’s website. A new web page has been created grouping public information readily available per information need. Shortcuts have been placed on the website from the available sources mentioned above. The design, lay-out and text have been updated and given a fresh look to make the website more attractive and user friendly to everyone visiting the website.

In 2007, the possibilities of a Market Information System for the Ethiopian floriculture were explored, within the WSSD Ethiopian – Netherlands Horticulture Partnership Programme. The update of the website was one of the results of the preparatory phase of this joined project of EHPEA and LEI.