Export development programmes for cut flower exporters in selected African and South American countries: Kenya, Ethiopia, Ecuador, Uganda, Egypt and South Africa.
The programmes are designed to help entrepreneurs to adapt to EU market requirements in order to create conditions for market entry or market consolidation.
Each country programme combines different elements: technical assistance, training in export marketing and management and market entry assistance. In Egypt for example, the programme mainly focused on logistic cooperation and MPS certification. In Kenya, the programme focused on developing export marketing (including a market tour to the Netherlands), HRM skills of the middle managers, and cooperation between the farms. In Uganda, product quality, farm management techniques and marketing were the main issues.
In preparation of training missions, ProVerde carried out a number of market scans. The main objective of these market scans was to get a better understanding of strong and weak points of the floricultural sector in the specific country and to identify opportunities and threats, all from the view of the European customer. Typically, a number of managers in the Netherlands flower industry were interviewed who have experience with cut flowers and foliage from that specific African country. The results of the market scan were used in the workshops and provided to the companies participating in the programme.
Handbook Cut Flowers
ProVerde compiled the ‘Handbook Cut Flowers’. The handbook is an information source and reminder of all topics discussed during the Export Coaching Programme for Cut Flowers in Egypt, Kenya, Uganda and Zambia. It will also help exporters deal with some practical problems. It contains useful checklists, exercises, practical worksheets, and questionnaires.