The Kenyan Cut Flower Industry & Global Market Dynamics

This book explores the production, trade, and consumption of bouquets sold in European supermarkets and the consequences of this for the globalized economy. It examines in detail the situation at Lake Naivasha, Kenya, which has become one of the most important production areas for ready-made bouquets. While the flower growers have been able to expand their production and achieve more stable employment conditions, this has not resulted in significantly higher remuneration. The rapidly changing economic situation has also had a profound impact on the environment, where there is intensified competition for resources and new production technologies.

Format: Hardback
Length: 244 pages
Publication date: 20 September 2022
Publisher: James Currey

Investigates the production, trade, and consumption of bouquets sold in European supermarkets, examining their impact on the globalized economy. From a macro perspective, the cut flower industry has transformed into a buyer-driven value chain, with corporate retailers as the dominant players. However, this explanation fails to capture the full complexity of how new trade relations emerge and their consequences for global economics, producers, climate change, and rural livelihoods.

As retailers and wholesalers in the West established direct connections with producers in the Global South, trade relations underwent a fundamental shift, prompting this critical book to explore the intricacies of power asymmetries and the ways in which corporate retailers have shaped the market to promote their interests. The book delves into the situation at Lake Naivasha, Kenya, which has played a central role in this new market order. Since the 1970s, the area has emerged as a significant production hub for the ready-made bouquets that are sold at affordable prices in European supermarkets.

However, for the flower growers themselves, the new market order has brought about financial instability. Farms need to adapt to the changing conditions of supply and demand, requiring flexibility in production and marketing. While they have been able to expand their production and achieve more stable employment, the financial rewards have not significantly increased. The rapidly evolving economic landscape has also had a profound impact on local stakeholders and the environment, where competition for resources and new production technologies intensifies.

In conclusion, this book provides a comprehensive analysis of the production, trade, and consumption of bouquets sold in European supermarkets, shedding light on the complex dynamics that shape the globalized economy. It highlights the power struggles between corporate retailers and producers, the financial challenges faced by flower growers, and the environmental implications of intensified resource competition. By examining the case of Lake Naivasha, Kenya, the book offers valuable insights into the complex interplay between economic development, social dynamics, and environmental sustainability.

Dimension: 234 x 156 (mm)
ISBN-13: 9781847012951