Afriflora Sher
Brings roses

Afriflora Sher’s rose farm in Ethiopia is the largest in the world. The whole greenhouse complex is spread across three locations and has a surface area of around 450 hectares. This is equivalent to 900 football pitches.

Afriflora Sher’s largest farm is located near Lake Ziway, at 1650 metres above sea level and approximately 3 hours’ drive from the capital Addis Ababa Besides the farm in Ziway, “Sher roses” are also grown at 2 other locations, namely:

Koka farm (27 ha), which is located an hour’s drive to the north of Ziway, and a farm in the village of Adami Tulu (190 ha), which is merely a stone’s throw from Ziway.

METHODS

Afriflora Sher has been focusing on the European retail market since 2005, primarily based on long-term contracts. This means that 95% of roses that arrive at Afriflora Sher in Aalsmeer are sold and delivered directly to customers.

PACKAGINGS

Afriflora Sher is able to offer all kinds of packagings: common auction casks, black buckets or, for example, water boxes. Naturally, customers can choose carriers that best suit their needs, such as auction trolleys, Danish containers and EUR pallets.

Customers can indicate specifications for their orders; for example:

• type of flower nutrition
• a price sticker
• various types of sleeves
• different number of stalks per bouquet
• colour combinations
• length of stalks
• required rose maturity

Bouquets are tailor-made based on customer-specific preferences, with as many activities being carried out in Ethiopia as possible. This helps to save time and costs, and makes sure customers receive the freshest possible flowers.

INNOVATION

Cost management and efficiency are very important factors in the horticulture sector. Afriflora Sher’s sales team likes to share its ideas in order to optimise existing concepts and develop new ones. Afriflora Sher wants to work with customers to offer a distinctive product to the market.