Dale Flora is one of the rose growers in Kenya who are working with Floriday. In this interview Shaviji Wagh, General Manager of Dale Flora, tells us about their way of working with Floriday.
Shivaji Wagh, General Manager of Dale Flora: “Annually we grow around 29 million roses, around 21 commercial varieties. Our production is focused on Christmas, Valentine, Easter, Women’s and Mother’s day. We sell our roses through the action clocks (55%) and we sell directly to buyers through Floriday (45%). The amount of direct sales is increasing every year.”
Dale Flora: a grower with a social function
A large part of the roses are shipped by Dale Flora in Nakuru, Kenya, a member of Royal FloraHolland. It is one of the three farms owned by Shantilal V.Shah. Because of the high location of 1750 meters above sea-level, their main aim is to maintain high quality and stable quantity of the roses. The company provides jobs to almost 400 people in the region and also has a social function; they support local schools and neighboring communities.
Match prevailing market demands
“We started to sell our products via Floriday since 2020. In the platform we show buyers which products we have available everyday. Buyers get a complete view of our products and can place requests via Floriday. The Royal FloraHolland local office in Kenya is supporting us with publishing our supply. Once we get requests from customers we accept the order, provide the flowers, arrange the packaging and arrange the transport to the airport”, says Shivaji.
Exposure to our farm
“Floriday also gives exposure to our farm by a visual representation of our varieties. Buyers get a complete overview of the products we have available on a daily basis. And it allows us to make offerings that match prevailing market demands, so we have a win-win situation for both buyer and us. Floriday serves as both a selling and financial platform, and as a result we have traceability and accountability in one platform.”