Abstract

In terms of volume and value, cut-flowers and foliage are the single most important horticultural exports, followed by vegetables and fruits. There are three main consumption centres where the market value for cut-flowers is high these are; the European union (EU), United States of America (USA) and Japan. Competition for these markets are stringent, suggesting that countries may be easily substituted, making it critical to explore ways to improve Kenya’s market share and strategy. In the European Union market cluster, the country should focus on market penetration and product development. The Japanese market is a prime candidate for diversification and development of new, special and differentiated products. While in the USA market the country should pursue new products and market development, this is because the South American countries already have a comparative advantage. These initiatives should go hand in hand with promotion and lobbying to increase market share. The market infrastructure needs to be strengthened so as to facilitate the development of new strategies for marketing Kenyan products such as the use of geographical indications. Finally, domestic support needs to be increased and safeguards for cut-flower exports by enhancing financing to the sector as envisioned in the Cotonou partnership agreement.

Key words: Cut-flowers, competitiveness, market share.