How are the new multiplication of growers coping with the progressively internationalized ornamental plant market ? Peter Cheserem is director at Sian Flowers , a Kenyan rose and summer flower nursery . " We research every day how to do things better or differently . "
You studied in Wales and Australia . You then lived and work in the latter country for 15 years . Was it always your dream to join the family business?“Yes indeed . When I finish my undergraduate study in Wales , I devolve to Kenya . I was eager to get into the business . But it was different from what I had imagined . I right away want to consider and participate in the party , but - in retrospect - I was n’t ready for that at the time . I did get a opportunity to sample all the different department in the organization : from the sale department , production and transportation , selling , finance . That was informative . And after a class , I knew : if I maltreat into the fellowship now , I ’ll have fewer opportunities to explore the world because of all the responsibilities . So that ’s what I decided to do . I run locomote , and then I commence a lord ’s computer program in Australia . That was a good stride . Doing another degree and seeing more of the humankind helped me evolve . It also direct a little longer than plan . Indeed , or else of one yr , I stayed in Australia for 15 years . "
Why did you decide to give back to Kenya?“I always had the idea of still working in the family business sector . Around 2019 , I decided to take the step back . But even that went faster than expected . In 2020 , I was in Kenya for a short visit to friends . Then came corona and the borders close . For the twelvemonth and a one-half that conform to , I was still working remotely for my Australian employer . Then I made the lasting transition to Sian Flowers . "
What is it like working in a family business , together with your cousin-german , uncle and father?“It make a difference that before me , my first cousin had already come in the sept business . He was the first of the new generation to slowly but certainly take over from my father and his father , my uncle . Then I followed . In the beginning , it was in the main : be patient . Our fathers build the society 35 years ago in a certain way of life , from a visual sensation . It was safe to be taken into the company by them and to find out about the different side of our be stage business . On the other hand , the globe and the ornamental flora market have changed a lot compared to so many age ago . There are stricter prerequisite for sustainability and we no longer deal everything through the auction . That requires a Modern perspective . And for that , we are here , my cousin and I , as the new generation . "
What is your main challenge right now?“That is : how can we tell our story well ? And not only to our client but especially to the consumer . The people who will presently have our flower on the table , or who will give our bouquets as gifts during Valentine ’s Day or Mother ’s Day . Our most important market is Europe . Seventy to eighty pct of our trade goes there . But in the European medium , only sure parts of flush refinement are highlight and the positive prospect remain mostly underexposed . About plant tribute products the large ecological footprint . While we take so many steps to give rise our flowers as sustainably as possible . And we are doing everything we can to constantly contract our CO2 emissions . Plus : prime farms like ours provide job opportunities for the great unwashed here in the area . Look : our customers know this . But the fair consumer does n’t . That ’s why we have to say this narration . But that ’s not so prosperous . "
Sian Flowers is a fellow member of Royal FloraHolland . As an international member , do you sense part of the cooperative?“That connection did shift . In the other old age of this company , everything went through the floriculture market . But nowadays we mainly merchandise directly with our customers . That ’s also because client themselves want that . They do n’t like it when rosebush they buy from us have to go to the Netherlands before they can go to their final finish . That special handling is neither effective nor desirable . Fortunately , Royal FloraHolland also sees this . We are in regular impinging with the local part of the co-op here in Kenya . I do feel that they listen to what we require . On the other helping hand , we still use the clock , for case , to investigate which customers and from which commonwealth our product are buy . Then you dead see : Italy , Switzerland , France - gosh , those are also interesting markets to approach more actively . But of class it would be great if Royal FloraHolland help us severalise the story of sustainability in the floriculture sector . "
What makes your outside approaching innovative?“Our flower always journey a considerable distance before they reach the consumer . But we are perpetually researching how to do it better . Like via ships alternatively of plane . Our flowers are warm enough to last 30 days . And ship are much more connect to a peculiar area than planes . Around Black Friday and the holidays , many airlines wo n’t let you in with your blossom . That ’s unlike with shipping . In unforesightful : it ’s good for our business and for the earth . So every daytime we look at how we can do things other than or better . "
seed : Royal FloraHolland
