1 Zena Roses Kenya Ltd A Newcomer to IFEX ena Roses is exhibiting at IFEX Japan for the first time this year. Having met with representatives from IFEX in Moscow in September, we decided that the time was right to pursue a more active approach in the Japanese market. With less than two months to prepare, our management team set out to put together an exhibit worthy of IFEX Japan. We are not newcomers to the Japanese market, in fact we have explored several opportunities in the past within the Japanese market and are currently exporting a modest volume into the market. We are, however, eager to expand our involvement in this unique and robust market place by offering a human presence and of course a showcase of our products. This small but important first step is our acknowledgment of the importance of the Japanese market for growers like us. We believe that a direct line of communication between growers and buyers is essential to ensure an efficient system of feedback is in place. This promotes improvement in our existing varieties and prompt adoption of new favorites. Our products represent a wide variety of tastes and expressions. Some are old favorites that have enjoyed great success in their target markets. Some are recent entries brought in with a keen eye to future tastes. Some have been chosen with this market in mind. The Japanese market has represented a great challenge for many growers around the world with it’s specific likes and dislikes. We have strived to understand this fact and have come to Tokyo to gain a better understanding of the trends for years to come. We approach IFEX 2009 with an open mind and a ready pencil to take notes and incorporate the ideas of buyers, breeders and competitors alike into our own vision for our assortment. Please don’t hesitate to come and take a look at our selections for this year at our stand. November 2009 WHAT YOU SHOULD KNOW WE ARE: Export Rose Growers TOTAL PRODUCTION AREA: Over 40 Hectares LOCATION: Kenya, East Africa PRODUCTS AVAILABLE: Spray Roses, T-Hybrid Roses, Intermediate Roses, Spray Carnations. PRESS PACKAGE Z ZENAROSES Booth 16-16
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Zena Roses Kenya Ltd A Newcomer to IFEX
ena Roses is exhibiting at IFEX Japan for the first time this y e a r . H a v i n g m e t w i t h representatives from IFEX in Moscow in September, we decided that the time was right to pursue a more active approach in the Japanese market.
With less than two months to prepare, our management team set out to put together an exhibit worthy of IFEX Japan.
We are not newcomers to the Japanese market, in fact we have explored several opportunities in the past within the Japanese market and are currently exporting a modest volume into the market. We are, however, eager to expand our involvement in this unique and robust market place by offering a human presence and of course a showcase of our products.
This small but important first step is our acknowledgment of the importance of the Japanese market for growers like us. We believe that
a direct line of communication between growers and buyers is essential to ensure an efficient system of feedback is in place. This promotes improvement in our existing varieties and prompt adoption of new favorites.
Our products represent a wide variety of tastes and expressions. Some are old favorites that have enjoyed great success in their target markets. Some are recent entries brought in with a keen eye to future tastes. Some have been chosen with this market in mind.
The Japanese market has represented a great challenge for
many growers around the world with it’s specific likes and dislikes. We have strived to understand this fact and have come to Tokyo to gain a better understanding of the trends for years to come.
We approach IFEX 2009 with an open mind and a ready pencil to take notes and incorporate the ideas of buyers, breeders and competitors alike into our own vision for our assortment. Please don’t hesitate to come and take a look at our selections for this year at our stand.
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WHAT YOU SHOULD KNOW
WE ARE: Export Rose Growers
TOTAL PRODUCTION AREA: Over 40 Hectares
LOCATION: Kenya, East Africa
PRODUCTS AVAILABLE: Spray Roses, T-Hybrid Roses, Intermediate Roses, Spray Carnations.
PRESS PACKAGE
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Zena Roses was founded in 1996. From an initial five hectare project we have expanded into a dual growing operation. Our two farms represent a total production area of over forty hectares. Both farms, Zena Thika in Thika, and Zena Sosiani in Eldoret, are a competitive distance from Nairobi’s Jomo Kenyatta International Airport. The proximity to the equator and favorable weather conditions make for year round production at relatively stable levels. Kenya is unique in this aspect amongst African growing areas.
We at Zena believe in a client centered approach to flower growing. Over the years we have been careful to plan and control our expansion in discrete phases all the while striving to improve our quality standards and level of customer service. We grow and export Intermediate Roses, T-Hybrid Roses, Spray Carnations and Spray Roses. We have Clients in nine markets including The United Kingdom, France, Switzerland, Germany, Sweden, The United Arab Emirates, The Netherlands, Russia and of course
Japan. Our fourty-four varieties have been selected for their productivity, resistance to disease, suitability to Kenyan conditions and most importantly, their beauty. We believe that we have selected a wide but ultimately manageable number of varieties. Not too few so as to be unable to offer a true assortment, but not too many so as to be unable to offer respectable quantities to our customers. We stand by our product and are as always, a learning company that believes in listening to the criticisms of our clients and acting upon them. This simple philosophy of client first has worked well for us and we are proud to have strong continuing relationships with our original clients and equally proud to have promisingly strong relationships with newer clients. Our client list is as important as our variety list and we are proud to say that we have grown with our clients over the years. This kind of mutually beneficial arrangement is at the core of our business strategy and will continue to be our approach going forward.
Who Are We? A Company Profile
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“...A hybrid in every sense of the word. It combines the large head size of traditional highland roses with the productivity levels of east African horticulture”
From the Zena Roses catalogue 2009/2010
The Kenyan Highland Rose A new growing favorite
The African, specifically Kenyan Highland rose has generated a lot of buzz in recent years. This sector of the market was at one time the exclusive territory of South American growers. The Kenyan highland rose is an upstart in the most simple terms. For many years In East Africa growers focused on intermediates for the auction or high volume based markets like the United Kingdom supermarket sector. The Kenyan Highland rose is a hybrid in every sense of the word. It combines the large head size of traditional highland roses with the productivity levels of East African horticulture. As little as five years ago the highland rose did not represent a significant part of most markets. It has rapidly come to represent the majority of income for several top tier Kenyan growers. Several varieties have performed very successfully in the Kenyan highlands leading to a new scramble of sorts to Africa by buyers and indeed breeders. The Kenyan Highland rose enjoys several advantages over many similar competitors around the world. It avoids the tendency to have a woody or brittle stem that can be seen in flowers of some growing areas. The flowers will most often open fully and when placed in a vase in a home experience a life cycle that is a visual symphony of color. Take high and magic for example. It is a rose that starts a closed deep red orb with wisps of orange flame. Over the course of its long vase life it slowly lightens into a sunburst ochre color surrounded in this halo of candy red. Those who have seen this understand why one can classify the Kenyan Highland rose as it’s own entity among world producers.
RevivalOne To Watch Out For
! New at Zena is Revival, this rose has already earned attention from all our markets leading to an unusual number of early inquiries. We are currently increasing our volume of revival to match the demand that we are experiencing.
Revival is described as a magenta core lightening to baby pink towards the petal tips. It’s size is unusually large and its structure is a near perfect conical spiral. It has no tendency for malformed heads and a long straight stem perfect for solo displays or as the center piece in mixed bouquets. These characteristics make it a perfect wedding flower or centre piece in spring bouquets coupled with simple gypsophila and/or baby pink gerberas. Revival did well in trials at Zena Roses and was selected along with a handful of others as a new variety for our premium markets. It has over the course of the year gained many fans amongst our staff, management and clients.
With spring around the corner we have high hopes for revival.
Like many Kenyan companies Zena Roses doesn’t have much experience with trade shows. In earlier years we focused exclusively on direct contact with our clients. ! In 2008 we attended our first exhibition outside of Europe in Moscow. We were pleasantly surprised by the level of interest in the show there and resolved to exhibit at the 2009 Moscow flower show.
On September the third of this year we exhibited our flowers in Moscow during a three day blitz of activity at the Flowers 2009 show.
Our first foray proved to be a success for us as we were earned a silver medal for quality in the cut flower category amongst growers. We placed highest of all African growers which was something of a small miracle given the position of our stand on
the upper level exposed to direct sunlight. At the same show we met representatives from IFEX Japan and decided to apply for space on the exhibition floor in Tokyo. In the short space of two months then we found ourselves at our second show in the role of exhibitor with the same feeling of nervous trepidation and quiet anticipation.
We have a few new varieties to show that were in trials at the time and a couple which we will be watching very closely but most of all we will be gauging the general mood in the market and noting what the general consensus is.
No mention need be made of the economic factors being faced by all parts of the world today, the realities of recession have if anything become predictable over the last three years. We at Zena Roses welcome to challenge of a tight market and believe that starting at a place of difficulty will shape our future interactions with the Japanese market into a stream-lined and well tempered business model as opportunities grow with recovery.
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Ready To Talk?Or just to browse our assortmentCome and talk with us. We are represented by Mohan Choudhery, The General Manager of Zena Roses and Ahmed Nzibo, Director of Zena Roses. You will find us at our stand at booth 16-16 or exploring the exhibition grounds.
Do you prefer to speak Japanese? No problem. If you so desire we have hired a translator for your convenience. If you prefer just to observe or take pictures may we welcome you as well. Lastly, may we wish you and all the visitors and exhibitors a successful IFEX 2009.
The 2009 CatalogueWe distribute our variety catalogue in a digital format, after years of going to shows we find that even after visiting just a handful of exhibitors one can stack up a suprisingly heavy load if exhibitors distribute in the traditional format. By providing a digital format we help you and help the environment. We may have a small number of traditional catalogues at the stand for convenience.
ZENA ROSESCONTACT INFORMATION
T +254 (0) 67 44004/10 T +254 (0) 67 452593F F +254 (0) 67 44005
P. O Box 2759 0100 Thika, Kenya
Ahmed K. NziboDirector
Zena Roses Ltd
M +254 725 615 206P.O Box 53164 00200 Nairobi, Kenya [email protected]
T +254 (0) 67 44004/10T +254 (0) 67 452593F +254 (0) 67 44005P. O Box 2759 0100 Thika, [email protected]
R. MOHAN CHOUDHERY
General Manager
T +254 (0) 67 44004/10 T +254 (0) 67 452593F +254 (0) 67 44005P.O Box 2759 0100Thika, [email protected]
! ! Booth! ! 16-16
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