PJ Dave Flora, located in Kenya’s Kajiado District, has been cultivating roses since 2007, demonstrating remarkable growth from its humble beginnings on 17 hectares to an expansive 63-hectare operation. Over the years, the company has not only expanded its floral portfolio but also invested heavily in sustainability. In 2012, they became the exclusive grower of Rhodos in Kenya, dedicating 36 hectares to this variety. In 2021, they added spray roses to their repertoire, covering 11 hectares, and currently produce 16 intermediate rose varieties. Directors Janki Dave and Managing Director Santosh Kulkarni share insights into their farm, market dynamics, and future plans, highlighting their commitment to sustainable practices.
Sustainable Initiatives: PJ Dave Flora has been committed to environmental and social responsibility, earning several certifications such as GlobalGAP, Fairtrade, KFC, and MPS. Their sustainability journey began with the installation of solar panels in 2018, generating 360 kW, meeting 25% of their energy requirements. Their latest venture is rainwater harvesting, with a 125,000 m3 dam already constructed. This initiative aims to collect 300,000 m3 of rainwater annually, reducing reliance on underground water, which requires electricity-intensive purification. Completion of the project is anticipated by mid-October.
Global Flower Delivery: PJ Dave Flora’s roses find homes across the globe, spanning continents from Australia and the Middle East to Russia, Asia, and Europe. Rhodos roses, constituting 60% of their volume, are distributed both directly and via auctions, while spray and intermediate roses are sold directly.
Trends: Spray roses have gained significant traction in recent years, with demand surging. PJ Dave Flora produces 18 varieties with stem lengths ranging from 50 to 80 cm, all commanding premium prices. Rhodos, their flagship crop, remains strong, especially during holidays like Christmas, Valentine’s Day, and Women’s Day.
Challenges: The Kenyan floral industry faces challenges in terms of demand and logistics, with increasing competition and reduced consumer purchasing power. Exchange rates, Russian sanctions, and lingering post-COVID logistic costs further compound the industry’s challenges.
Expectations: Despite these challenges, PJ Dave Flora remains optimistic about pricing and demand. They anticipate strong orders for key holidays like Christmas, Valentine’s Day, Women’s Day, and Mother’s Day, fueling their optimism.
Future Plans: Amid uncertainties, expansion plans are currently on hold for PJ Dave Flora. However, they are actively exploring ways to enhance sustainability by expanding their solar panel capacity, further embracing green energy practices.