The year started off busy for AAA Growers, a farm that is growing roses and other flowers on two – and soon on three – locations in Kenya. After Valentine's Day, which is their most important day, International Women's Day followed by Arabic Mother's Day succeeding quickly after. The Middle East is becoming an increasingly more important market for them and preparations for the EID holiday are in full swing, followed by Mother's Day in Europe. In the meantime, they are busy with expanding their high-altitude farm (2500m above sea level), Bellissima, which is planned to be ready in May and are starting to build another lower-altitude farm (at 2200m above sea level), Chestnut, in June. So how has the year been so far and what will the coming months look like? AAA Growers' Moses Ndegwa explains.
Pleasing Valentine's Day and International Women's Day results
According to Ndegwa, Valentine's Day (February 14) was good. "We managed to send over 4 million stems of reds to our markets on time and the auction pricing index was 3% lower than 2023 while volumes from our competitors were notably lower compared to last year." Also, the demand for International Women's Day (March 8) was pleasing, he continues. They supplied 2 million stems in 12 days. And unlike Valentine's Day, where red is the main color, they see an increase in demand for all colors, but mostly for the reds and pinks for International Women's Day. "And we were pleased that we managed to supply all our clients on time," he adds.
The Arabic Mother's Day, EID, and Mother's Day in Europe
After Valentine's Day and International Women's Day, there was no time to rest for the AAA Growers team as they immediately had to ship out their flowers for Arabic Mother's Day. "This year's shipments started on 9th March and ended on 17th March." AAA Growers started exploring the Middle East several years ago and the demand has been increasing steadily. "Currently we have quite a lot of clients requesting spray roses, chrysanthemums and high-quality premium roses." Despite the holiday succeeding Valentine's Day and Women's Day Ndegwa acknowledges that the timing is very much okay since the event that shifts only to one side of the market i.e. the Middle East.
Currently, they are sending out their flowers for another big event in the Middle East, namely EID, which will be around 10-11th April based on Ramadhan's closure. "Afterwards, we are also looking forward to European Mother's Day on May 12, which is celebrated in many European countries. Then, the demand for roses is high,'' he says.
Status of the expansion for Bellisima farm
El Nino delays farm expansion
At AAA Growers, they started expanding their high-altitude farm, Bellisima Farm, last year but due to El Nino, with the heavy downpour in October and November, the project was delayed. Now, the farm will be ready by May bringing the total acreage of the high-altitude farm from 30ha to 42 ha. "We will be opening our new expansion area of Bellisima farm for crop walks and client visits before IFTEX 2024 in June. We invite all our clients to make a visit and experience falling in love again with the art of growing with our Premium flowers."
And in June, they will also start expanding their lower altitude growing acreage by opening a new farm in Naromoru. This new farm will be at the same altitude as their Simba Farm in Nyahururu and will bring their low altitude hectares from 40 to 55 ha. And at this new farm, they will increase the production of Super Intermediate roses. The launch of this farm will be planned during the IFTF 2024 in November.
For more information:
Moses Ndegwa
AAA Growers
Email: [email protected]
www.aaagrowers.co.ke