Afriflora grows roses
About us
We don't just make roses flourish; we help our communities and your business thrive, too.
Growing roses is precision work. It is a tango of timing, climate, care and craftsmanship, long before a bouquet reaches the shelf. Across three farms in Ethiopia, thousands of colleagues grow, harvest, grade and prepare roses for people all over Europe.
Together with our commercial and logistics operation in Aalsmeer, we create one connected supply chain designed around quality, speed and reliability. This is also where scale comes in handy. But scale only becomes meaningful when it creates value beyond production.
That's why our business is built around one simple belief: Roses should lift up life. From farm to vase. From our fields in Ethiopia to your customer.
Our work
Every rose starts its journey, you guessed it, in Ethiopia. Across Ziway, Adami Tulu and Koka we grow roses on 451 hectares of production area, before they travel to Aalsmeer, where we quality-check, commercialise and distribute them across Europe.
Around 90% is sold directly to wholesale and retail customers; the remaining 10% goes through the Royal FloraHolland auction.
Our values
We are together. We grow roses as one team, from our farms in Ethiopia to Aalsmeer, and with the communities around us.
We are bold. We try new things, say openly what we have not solved yet, and change course when something does not work.
We build for future generations. We invest in the people who grow our roses, in their skills, and in the schools and hospital we run, so that what we build lasts beyond this season.
Our people, community and environment
The best things we grow aren't always roses. That is why we invest beyond the farm gate: in our people, in the schools and hospital we run, and in the land and water our farms depend on.
Our people are the more than 12.000 colleagues who grow, harvest and pack our roses, almost all of them in Ethiopia, with a collective agreement negotiated with the union and free care at Sher Hospital. Our community is the children who learn at Sher Schools and the families who come to the hospital, from our own staff and from the towns around our farms. Our environment is the water we filter through man-made wetlands and reuse on our farms, and the land around Lake Ziway that we help restore. What this adds up to, and where we still fall short, is on our sustainability page.