Established three decades ago, Red Land Roses has undergone a remarkable transformation, evolving into an enterprise renowned for its sustainable practices, community impact, and global reach in luxury rose production. Over time, it has gained prominence not only within the community and the area it is situated in, but also globally for its quality of products.
The secret, a thought that kept ringing in mind but became apparent, was that the profound connection with its team was palpable as founder Dr. Isabelle Henin Spindler took the stage. As she took to the stage, she got greeted by enthusiastic cheers and ululations from employees who call her “our mother,” some “the dancer. ”
Smiling in laughter, she began with a powerful affirmation: “You must realize you have gold in your fingers, and you are the best in the world.” Dr. Isabelle, a French agronomist who founded the farm in 1996 on previously non-arable land in Ruiru, opined as she emphasized the value of manual skills.
“It is my conviction that manual education rooted in hand skills is a critical part of our development. We might have all these degrees, PhDs, but at the end of the day, we need to acquire skills,” she jibed. Notably, the farm has now advanced to produce over 200 varieties of roses.
Dr. Isabelle commended the Kenyan government for its support, transparency, and fast-tracking of procedures through digitalization. “We are an export industry, and it’s essential to promote our teams, our product, and our country. Thanks to the Kenya Flower Council (KFC) and the government, the Kenyan flower industry is more visible worldwide, promoting the quality of our people and our products,” said Dr. Isabelle.
This sentiment was echoed by the Cabinet Secretary for Investments, Trade, and Industry, CS Lee Kinyanjui, who lauded Red Land Roses for employing over 1,000 people from the Ruiru community. He noted that Africa views Kenya as a pioneer in floriculture, with a strong market in Europe due to its high-quality products.
“Considering the number of employees who work here daily, we can assuredly say that Red Land Roses supports up to 3,000 people, as you all have families to care for,” CS Kinyanjui stated.
He also addressed key sector challenges like tax rates, refunds of the Value Added Taxes, and confirmed that the government is fast-tracking actions to resolve these issues, with cargo freight availability as one of the first issues to be addressed.
“The government has increased cargo freight for the floriculture sector, and from the coming weeks, it will be fully streamlined,” he said, reaffirming the state’s commitment to protecting and aiding investments to spur employment.
The endorsement was further reinforced by Dr. Lilian Nyawanda, Commissioner for Customs and Border Control at the Kenya Revenue Authority (KRA), whose statement after lauding Red Land Roses, stated that KRA is not just a regulator, but a strategic enabler for growth.
The statement pointed out that their goal is to build an ecosystem that rewards compliance, fosters innovation, and earns investor trust.
“On behalf of the Kenya Revenue Authority leadership, I reaffirm our continued commitment to work hand-in-hand with the industry operators. We shall continue to refine our systems, enhance automation, and provide responsible support to the business community. Because if our business succeeds, Kenya succeeds,” her statement read.
From the industry perspective, Mr. Clement Tulezi, Chairman of the Kenya Flower Council, celebrated the transition, urging other KFC members to follow suit. He commended Red Land Roses as he highlighted that this milestone is not just a celebration for one company, but a defining moment for Kenya’s entire agriculture industry.
“Through securing Special Economic Zone status, Red Land Roses has demonstrated visionary leadership and a bold commitment to modernization, competitiveness, and sustainability,” he said. “We have once again proven the spirit of innovation in Kenya’s flower industry and that our growers continue to adapt, lead, and inspire.”
On sustainability, Mr. Tulezi added that the SEZ status represents a new frontier in the modernization of agribusiness. “It opens up opportunities for increased efficiency, reduced operational costs, and stronger compliance with global standards. But more importantly, it sets a new benchmark for sustainability, a model that embraces clean energy, responsible water use, and fair labor practices.”
Red Land Roses’ strategic move to attain Special Economic Zone (SEZ) status, affirmed in August 2022, has been a key driver of its recent growth. According to CEO Disha Copreaux, this status enabled the company to attract 7.5 million euros in direct foreign investments.
“This investment has allowed us to adopt modern greenhouses, hydroponic systems, and solar energy, while expanding our farm from 28 to 44 hectares,” said Ms. Copreaux.
She outlined the company’s focus on employee welfare, providing subsidized meals, school fee subsidies, and private medical insurance for over 1,000 employees and their families, a significant increase from 450 in 2022. “We have created inclusive growth and opportunities that uplift more people,” she said.
Copreaux attributes this progress to the ripple effect of SEZ status, with a competitive edge rooted in championing sustainable floriculture and contributing to the UN Sustainable Development Goals (SDGs) 2030.
“We stay true to our mission by recycling water and nutrients to prevent leaching into waterways, and using solar energy to power 25% of our operations,” she revealed.
She concluded, “Kenya’s comparative advantage is its people, their resilience, ingenuity, and spirit of collaboration. At Red Land Roses, we are honored to play a small part in that story.”
