'Zimbabwe has huge export potential in floriculture'

Zimbabwe's national trade development and promotion agency, ZimTrade, has spotlighted floriculture as a profitable and viable agricultural venture, urging farmers to diversify into flower production to tap into lucrative export markets.

In its latest newsletter, ZimTrade described floriculture - the cultivation of flowering and ornamental plants - as a promising avenue for farmers who are willing to adapt and adopt efficient production practices.

The agency noted a growing global interest in flower farming, particularly in developing countries with favourable climates and competitive labour costs, making Zimbabwe an ideal candidate for expansion in this sector.

"Although floriculture has traditionally been the preserve of large-scale commercial farms, it is increasingly accessible to smallholder farmers," said ZimTrade. "With adequate support, organisation, and access to the right markets, small-scale producers can thrive in the flower industry."

Historically reliant on staple crops like maize, beans, groundnuts, and vegetables, small-scale farmers often face fluctuating returns due to unpredictable market prices, climate challenges, pests, and post-harvest losses. ZimTrade argues that flowers offer a high-value alternative that can be cultivated on limited land with greater income potential.

"A 500-square-metre greenhouse of flowers can generate more revenue annually than an acre of maize, particularly when grown for export," the agency explained. "Flowers also have shorter harvest cycles, allowing for multiple cuttings throughout the year, and thus more consistent cash flow."

Europe remains the world's largest consumer of cut flowers, with countries like the Netherlands, Germany, and the United Kingdom offering the most lucrative markets through well-established auction systems and high demand for premium, consistent blooms. The Middle East and parts of Asia are also emerging as key buyers, especially for exotic or tropical varieties.

However, accessing these markets requires strict adherence to international standards on stem length, cleanliness, packaging, and cold-chain logistics, along with phytosanitary compliance to ensure flowers are pest- and disease-free.

"Certifications are no longer optional," ZimTrade said. "They are strategic investments that open doors to international markets and build brand resilience. Today's buyers demand transparency, safety, and sustainability."

The agency cited various international regulations that affect floriculture exports, such as the EU's REACH legislation, the US Consumer Product Safety Act, and the UK's Modern Slavery Act. In Africa, countries like South Africa, Nigeria, and Kenya are enforcing their own standards through bodies like the NRCS, SONCAP, and KEBS.

Voluntary certifications - such as Fairtrade, GlobalG.A.P., or Rainforest Alliance - also offer competitive advantages, allowing exporters to stand out in premium markets.

ZimTrade emphasised the importance of quality control at the production level, pointing out that flowers with longer, straighter stems fetch higher prices.

"For example, roses or alstroemerias with stem lengths of 60 centimetres or more are far more valuable than shorter ones. Achieving this requires proper pruning, spacing, and staking techniques," it stated.

As Zimbabwe seeks to diversify its agricultural exports and strengthen rural livelihoods, floriculture is emerging as a key growth sector. ZimTrade's call to action encourages farmers, investors, and policymakers to consider flowers not just as decorative plants, but as a serious economic opportunity.