One of Ethiopia's largest recent floral expansions is currently taking place at Tinaw Flower Business. This rose farm is increasing its acreage from 35 to 70 hectares. The decision to double the farm size stemmed from the growing demand for their roses, especially from the German wholesale market. Their roses are now a familiar presence in many supermarkets across the region. The expansion is planned to be finished in 2027 also enabling them to expand their assortment with new flowers, like spray roses and summer flowers. Additionally, they plan to explore the possibility of bouquet-making at the source, further enhancing their product range. This is explained by J.E. Visscher, All-Round, and Serkaddis Yemane, Head of Finance.
Serkaddis Yemane, J.E. Visscher, and Amare at the IFTF 2024 in Vijfhuizen, the Netherlands.
The expansion
Tinaw Flower Business has been actively working on the expansion, which is being completed in phases.The first 15 hectares of the new area are already developed, and the initial 4 hectares have been planted. The expansion is expected to be completed by 2027 enabling to increase their production of roses. In the range of retail-roses, ours have relatively big head sizes, Visscher says. "The head size (up to 5,5 cm) is one the defining features of our roses, attributing this to the farm's altitude. Our farm is situated at 1,950 meters above sea level, 175 kilometers southwest of Addis Ababa, in the Gurage zone. This unique location provides optimal growing conditions." Currently, the farm cultivates over 18 rose varieties, with stem lengths ranging from 40 to 70 centimeters.
Diversification
The first of the newly expanded hectares has been planted with the farm's existing top-performing varieties: Count Down, Espana, Bisou, and Tacazzi. "These varieties are highly favored due to their vibrant colors, robust growth, and suitability due to Tinaw Flower Business' altitude of nearly 2000 meters, which ensures optimal root development and contributes to the overall quality of the roses." In addition to these bestsellers, Tinaw Flower Business is running trials to explore new varieties, like Athena Royale. "We are fortunate to have long-standing partnerships with (German) partners who purchase our roses year-round and provide invaluable market feedback," he explains. "This input on trends, colors, and floral preferences helps us to make decisions about future introductions." And while the farm has focused primarily on high-quality 'intermediate' roses, the planning is in place to introduce new varieties, including spray roses and summer flowers. This is in line with the growing trend for bouquet-making, a demand that Tinaw Flower Business is currently investigating in depth.
Stability
"The quality of Tinaw Flower Business' roses is not the only reason wholesalers are choosing our roses," explains Visscher. "It's also stability, in terms of the company's operations and location too. When looking at the company's stability, it is geographically located in an isolated 'sweet spot' and boasts a stable workforce with minimal staff turnover. This is essential for maintaining high production standards and consistency." On top of that, Tinaw Flower Business benefits from Ethiopian Airlines' consistent and well-organized cargo services. It ensures that roses leave the country daily at high but stable prices. "The Ethiopian government actively supports the horticulture sector, helping it thrive," Visscher adds. This contrasts with the situation in Kenya, where market dynamics have redirected cargo planes to other regions, such as China, leaving the Kenyan horticulture sector struggling to get flowers to market. We have experienced lots of interest at the IFTF because of the troubles at our Kenyan brethren. It gives Ethiopia big time momentum."
Sustainability
"Let's not overlook Tinaw Flower Business' strong commitment to sustainability," says Serkaddis. The farm is dedicated to sustainable practices across all aspects of its operations. Tinaw Flower Business is set to receive Fairtrade certification in the coming weeks, adding to its existing GlobalG.A.P. and MPS certifications. "Tinaw Flower Business is committed to the local community and aims not only to create value for its shareholders but also to be a blessing for its employees and the people in the surrounding area. This means diverting part of the revenue for clean-water projects, constructing a village-road and much more. Currently talks are ongoing to 'adopt' the local high school for enduring financial and practical support by Tinaw Flower Business. We know of many other rose farms in Ethiopia doing the same in their area, and we do not consider it as extra, but part of our DNA. These credentials highlight the farm's dedication to sustainable agriculture, ethical labor practices, and environmental stewardship."
A photo of a nearby primary school supported by their farm —for more information about their projects, click here.
For more information:
J.E. Visscher
Tinaw Flower Business
Email: [email protected]
www.tinawflower.com