Click on the petals and connecting lines to see information about the actors in the rose industry and their relations with each other.


Aalsmeer, the world’s largest flower auction
Step 1 of 4

At the Dutch flower auction in Aalsmeer, the majority of the roses are destined for the European market. Many of these roses come from East Africa and are certified as socially and environmentally sustainable.

Flower farmer

A rose farm between profit seeking, environmental sustainability and social responsibility
Step 3 of 4

Rose farms have a very small profit margin. On the one hand, they need to ensure the environmental sustainability of their production and care for their numerous employees, but on the other hand, they must generate profits.

Environmental activist

Lake Naivasha: rose cultivation, environmental protection and tens of thousands of new settlers at the lake
Step 2 of 4

Even if the environmental balance of Kenyan roses, for example with regard to CO2 emissions, is surprisingly good, partly due to environmental standards, the flower industry does have a large impact on the ecosystem at Lake Naivasha, mainly through indirect effects.


One out of 40,000 farm workers in Naivasha
Step 4 of 4

About 40,000 workers are employed in the flower industry at Lake Naviasha. Even though the working and living conditions are often not good, many regard it as a welcome opportunity.

Supermarkets: The New Flower Stores

In Europe, more and more consumers no longer buy roses in traditional flower shops, but in supermarkets. These offer flowers much cheaper. As more and more consumers prefer to buy sustainable products, supermarkets are increasingly including certified flowers, such as fair trade roses, in their assortment.

Direct imports instead of auctions

European supermarket chains try to circumvent the traditional Dutch flower auctions by direct imports. Because they purchase large quantities, they are able to influence the producers.

Interface between production and retail

The traders in Aalsmeer are the interface between the Kenyan producers and the European retail trade. They pass on information about demand and market trends to the flower farmers, and at the same time try to sell the flowers as profitably as possible.

Flower farms and environmental activists - sustainability through cooperation?

The ecosystem of Lake Naivasha is decisively influenced by the high number of flower farms (around sixty). Environmental activists seek to collaborate with the farm managers in order to reduce the environmental impact of industrial flower production. The farms usually cooperate, within the limits of their financial resources, not least because such cooperation is a requirement of many labels.

Safe jobs in the low-wage sector

Many farm managers feel responsible for their numerous employees and their families. For most employees, working on a flower farm means a relatively safe job. However, Kenyan rose farms are dependent on low labor costs in order to be profitable.

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