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The Ethiopian Horticulture Producer Exporters Association (EHPEA) reiterates the need to reinforce strategic partnership and robust collaboration among key stakeholders to bolster local capacity to enhance Ethiopia’s horticulture global competitiveness, and particularly meeting the ever stricter EU market standards that introduce more than 100 new requirements and changes every year.

EHPEA and COLEAD today co-organized a workshop in Addis Ababa, on strengthening Ethiopia’s agri-food exports towards unlocking EU massive market opportunities.

Speaking on the occasion EHPEA Executive Director Tewodros Zewdie emphasized on robust partnerships among the public sector, private actors, development partners, and academia and research institutions to enhance the sustainability, quality, phytosanitary and competitiveness of Ethiopia’s horticulture, thereby meeting international standards and leveraging market potentials.

Stating that Ethiopia is a sleeping-giant as far as horticulture development is concerned, the Executive Director hailed the strong partnership and continued support of COLEAD in reinforcing the ongoing efforts to unleash the country’s potential in the sector.

Reiterating that EU is the largest international market for Ethiopia’s horticulture, constituting 60-70% of the country’s horti export, Tewodros noted that such workshop on agri-food export requirements, strengthened food-safety regulations and new sustainability initiatives are instrumental to elevate the capacity of member farms in particular and the country in general to properly meet the requirements and thereby exploiting the vast opportunities of the EU market.

Supported by the European Union (EU) through programs such as MAHEBER, the collaboration forged between EHPEA and COLEAD focuses on capacity building, strengthening sanitary and phytosanitary Systems (SPS) compliance, improving competitiveness, resilience and sustainability, and expanding export portfolio among others.

In his presentation on EU regulatory outlook with focus on what is changing and why it matters for Ethiopia, Chris Downes, Policy and Law Lead Expert at AGRINFO-COLEAD, says EU announces about 140 new agri-food import requirements and changes every year and calls for exporters readiness and active engagement to ensure alignment with those evolving standards.

He stated that EU has announced a series of significant updates which exporting countries need to be aware of for unlocking EU market opportunities.

The changes include 50% increase in audits on non-EU countries, new deforestation-free requirements, updated pesticide residue limits (MRLs) and stricter packaging regulations, with many taking effect as of January 2026.

As one of the speakers during the session of the panel discussion on ‘Ethiopia’s Experience in Navigating Evolving EU Requirements: Lessons, Challenges and Strategic Priority’, the EHPEA Executive Director re-emphasized on ensuring robust collaboration, supported by adequate budget and time to bring key local actors on board and create the local capacity to meet those stricter standards.

Tewodros also expressed EHPEA’s continued commitment to further strengthening the partnership with COLEAD in the arduous journey to be successful in meeting those EU requirements and exploit the huge market opportunities.

The 10th edition of HortiFlora Expo has, among other milestones, provided a unique opportunity for such groups as youth and women, whereby they participated as exhibitors promoting their businesses.

Supported by WEGO Program, women smallholder farmers from Ethiopia’s rural villages in Amhara and Sidama regions actively took part in HortiFlora Expo 2026 held from 24 to 26 March, showcasing their fruits and vegetable produces, thereby creating business linkages.

Backed by WEGO Program through collaboration between CARE Ethiopia and the Ministry of Agriculture, Ethiopia, these participants highlighted the Expo as a significant opportunity to promote their business and build essential networks.

Their participation in the Expo goes beyond business networking and creating market linkage, says Aynie Habtamu, WEGO Program Coordinator, highlighting that it is women empowerment, ensuring equitable opportunity by recognizing their contributions and important role in agriculture and other socioeconomic activities.

“Their participation in this Expo has great significance for them. These women are rural smallholder farmers who have never been far away from their neighborhoods to attend such event and have this exposure. This creates on them a sense of feeling that their contributions and role are valued; and it strengthens the women empowerment activities,” says the Program Coordinator.

Through the Program, the women are provided with support in capacity building for their activities in obtaining seeds and other inputs, production and also linkage for high-value markets, including avocado, tomato and onion.

It was for the second time that WEGO Program-supported women farmers participated in HortiFlora Expo organized by the Ethiopian Horticulture Producer Exporters Association (EHPEA) in collaboration with HPP Worldwide.

The 10^th edition of the international floriculture and horticulture Expo (HortiFlora Expo 2026) was successfully organized from 24 to 26 March 2026 by the Ethiopian Horticulture Producer Exporter Association (EHPEA) in collaboration with HPP Worldwide at the Addis International Convention Center (AICC) in the capital of the East African nation.

Under the theme, “Horticulture for Resilient Livelihoods” the Expo brought together international stakeholders to bolster the horticulture industry, especially connecting local growers, exporters and other industry players with international buyers, technology providers, input suppliers, academic and research institutions.

It featured panel discussions on impactful topics including, global market trends in fruits and vegetables, AI and sustainability, sustainable finance, gender and sustainability, circular solution, consumer trends and food safety, with insights of notch experts from different parts of the world.

In addition to the panels held on the sidelines of the Expo to shape the future in the horticulture industry, EHPEA has also carried out dialogues and roundtable discussions with delegates from various international and regional finance, food, academic and research institutions, with prime focus on ways of promoting the country’s horticulture industry and expanding opportunities for and benefiting EHPEA’s members.   

Grand Opening Ceremony

As the sun shined and got the atmosphere warm, the impressive performance of the Federal Police March Band blew the air on the premises of the state-of-the art facility, announcing the opening of possibilities and opportunities at the Expo which facilitated new connections, conversations and networking among others.

The opening speeches and remarks by senior government officials, EHPEA Board Chair, and representatives of sponsors highlighted the great importance of the event and its role in promoting the horticulture industry while hailing the industry’s significant contributions to the country’s socioeconomic activities and beyond.

Accompanied by other officials, diplomats, EHPEA Board members and other dignitaries, H.E. Dr. Sofia Kassa, the State Minister of the Ministry of Agriculture, cut the ribbon declaring the launching of the Expo leading the attendees’ feet to the stunning booths designed uniquely by upholding the spirit and displaying the features of the industry, where also meaningful interactions were conducted.

Beyond the Booth: Honoring Excellence and Future-Proofing Horticulture

The HortiFlora Expo 2026 opening session also featured a ceremony that honored pinnacles of excellence within the horticulture industry, by awarding Gold Level Certificates to high performing EHPEA member farms for their committed compliance to EHPEA Code of Practice for sustainable horticulture production.

About 14 member farms were awarded the Gold Level Certificates for their unwavering commitment to international standards, environmental stewardship and profound social responsibility.  

At the side stages, impactful panel discussions on relevant topics were entertained with insights of top-notch experts from different parts of the world. The discussions were aimed at fostering sustainable and inclusive horticulture underpinned by sustainable financing, smart logistics and transport, AI-powered tools and advanced technologies.

The sideline engaging panels covered topics, including global market trends in fruits and vegetables, sustainable finance, sea freight, AI, gender inclusiveness, circular solutions, consumer trends and food safety.

Facilitating Venues to Promote Youth and Women Driven Initiatives  

HortiFlora Expo 2026 also provided unique opportunities for micro and startup businesses run by women and youth who have actively participated in the Expo, leading them to strike connections with potential customers.  It served as an important platform for their visibility and networking with partners       

Women smallholder farmers from rural villages have also seized the opportunity to showcase their fruits and vegetable produces at the Expo that allowed them to network and create business linkages.

EHPEA’s Engagement

During the three-day Expo, the EHPEA Executive Director Tewodros Zewdie on his part met and held dialogues as well as presided over a roundtable discussion with several regional and international institutions, primarily focusing on ways of fostering partnership and collaboration to promote Ethiopia’s horticulture and facilitate opportunities for local industry players.

In doing so, the Executive Director met and held fruitful discussions with officials and representatives of the International Finance Corporation (IFC) on the means that EHPEA members can access to finance and technical support; the UN Food and Agriculture Organization (FAO) for technical cooperation on ways of leveraging the country’s potential for high value fruits; and Partners in Food Solutions (PFS) for collaboration as PFS endeavors to strengthen food systems, improve food safety and nutrition across Africa through expansion and increasing the competitiveness of the food processing sector. It connects corporate expertise with African food processers.

In addition to impactful discussions with other institutions, the Executive Director also signed a memorandum of understanding (MOU) with Dutch University of Maastricht for cooperation on tailored capacity building and training for students of higher institution towards ultimate goal of toughening Ethiopia’s horticulture and boosting its competitiveness globally.  

HortiFlora Expo 2026 was a resounding success, and it serves as an impetuous energy fueling the next steps.  This year the Expo was, for first time, organized as annual event instead of its previous biannual format.

The Ethiopian Horticulture Producers and Exporters Association (EHPEA) has continued to step up efforts of committed interventions in combating the False Codling Moth (FCM), a major threat to Ethiopia’s cut-flower export.

Enhancing capacity through intensive training is one of EHPEA’s prime partnership interventions to address FCM risks and maintain compliance with EU export requirements while ensuring the sustainability and competitiveness of Ethiopia’s floriculture industry.

Accordingly, a three-day advanced training on FCM identification and management was held from 3-5 March, with the participation of trainers and inspectors from EHPEA and the Ethiopian Agriculture Authority (EAA) respectively.

As part of the implementation of EHPEA and CABI joint project supported by Trademark Africa (TMA), the training was delivered by CABI aimed at enhancing the knowledge and skills of experts as well as improving the systems approach implementation for compliant cut-flower roses exported to EU markets.

The theoretical sessions were accompanied by a practical field tour to Friendship Flower Farm with on-site activities including, scouting for different life stages of FCM, pheromone trap placement, agrobacterium removing, inspection at critical control points, traceability procedures and farm-level systems for risk profiling and communication.

The classroom sessions covered topics including, FCM identification, FCM management using IPM approach, EU phytosanitary requirements and systems approach implementation, risk communication and report writing among others.

Promoting gender equality and women empowerment within the horticulture industry, the Ethiopian Horticulture Producer Exporters Association (EHPEA) has continued its strengthened interventions in ensuring safe, conducive and sustainable working environment through different measures.

Women make up 80% of Ethiopia’s workforce in the horticulture industry generating hundreds of millions of hard currency among other significant socioeconomic benefits.

As part of ongoing efforts, EHPEA has organized experience-sharing visits among commercial farms with focus on creating inclusive, safe, and conducive workplaces, particularly for women and youth employees.

The experience-sharing tours were made to farms with cases of childcare facility as well as with strategic gender intervention and workforce nutrition program, providing valuable insights into practical approaches for creating inclusive and supportive workplaces in the horticulture sector.

The first stop of the tour was at Florensis Group Farms in Koka, which established a daycare facility in the neighborhood currently serving more than 35 children of women employees.

During the visit, discussions were held on push factors to the establishment of the daycare center as well as on the operational and management challenges. The business case and long-term benefits of providing onsite childcare services were also discussed on the occasion.

The Farms management highlighted that the daycare center has contributed to improved employee productivity, reduced absenteeism, enhanced staff retention, and increased job satisfaction among women workers.

The next tour was made to Zuquala Horti Farm where strategic gender intervention and workforce nutrition programs are being implemented.

The participants drawn from Holeta, Bishoftu, Sebeta and Batu clusters had the opportunity to see firsthand insights into the Farm’s ongoing gender-inclusive and empowering initiatives, workforce nutrition program, worker safety and occupational health practices, clinic services to employees as well discussed on the functional grievance handling mechanisms and workers’ rights protection systems.

It was learnt on the occasion that the Farm is demonstrating strong commitment to improving working conditions, promoting gender equity, and ensuring employee wellbeing through structured systems and practical interventions.

The initiatives at Florensis Koka and Ziquala-Horti Farm serve as good practices that can be replicated and scaled up across other commercial farms to enhance women’s participation, productivity, and overall workforce wellbeing.

It was also strongly emphasized that local government support plays a critical role in promoting and facilitating access to land for the future establishment of such daycare facilities which hugely contribute to the ongoing interventions in empowering women within the industry.

The Minister of Agriculture, H.E. Addisu Arega, has reiterated Government’s committed support to the horticulture industry to unleash the country’s untapped potential and ensure enhanced socioeconomic gains in hard currency, job creation, and modernized agriculture among other significant social benefits.

A high-level quarterly consultative meeting was convened today on the premises of the Ministry of Agriculture with attendance of the Minister H.E. Ato Addisu Arega and the State Minister H.E. Dr. Sofia Kassa as well as officials of regional states, representatives of relevant public offices and stakeholder entities, Board Members and the Executive Director of the Ethiopian Horticulture Producers and Exporters Association (EHPEA).

 The meeting has served as a follow-up to previous discussions on the horticulture subsector with particular focus on issues that come across the industry and to evaluate the progress afterwards.  

It featured presentations on Ethiopia’s horticulture export performance and the way forward by H.E. Dr. Sofia as well as on the positive reforms and areas that require due attention to bring about breakthrough in the country’s horticulture subsector by the EHPEA Executive Director Tewodros Zewdie. 

On the occasion, representatives of participating horticulture producers and exporters raised for discussion on issues related to land for expansion, finance, lease period, infrastructure, and logistics among others.

Reiterating horticulture’s indispensable role in generating significant amount of foreign exchange and job opportunities among others, H.E. Ato Addisu said his Ministry would beef up efforts in synergy with relevant stakeholders to supporting the industry by ensuring provision of investment land, the access to finance, improving infrastructure, logistics and efficient services.   

Stating that his Ministry stays more committed ever to successful development of the industry through engagement with EHPEA, investors, key stakeholders and pertinent public offices, the Minister has also called on actors in the private sector to effectively utilize existing opportunities and develop the acquired investment lands through socially and environmentally responsible agricultural practices.   

Appreciating the ongoing corporate social responsibility interventions of growers in the areas of potable water, education and health, the Minister emphasized on the need to enhance such development projects and social support aimed at improving local livelihoods, and thereby nurturing the sense of ownership and guaranteeing support of varied types from the local communities.  

He also called on developers to consider the alternatives provided for land acquisition and also the investment opportunities in services of cold chain logistics, which play pivotal role in horticulture export.  The Minister underlined on the need for the private sector to actively engage and join hands with the Government to effectively address issues that come across the smooth operation of the industry towards mutual gains.  

He has reaffirmed Government’s continued support to the horticulture subsector to boost its export revenue from hundreds of millions currently to billions of U.S. dollars by unleashing its potential in the country.  

In her presentation, the State Minister H.E. Dr. Sofia dwelt upon measures taken in the areas, including land for investment expansion, power supply in some sites, preventing contraband of fruits and vegetables, international market expansion including resuming South Korean flower markets affected due to issues related to phytosanitry, and also incentive for cold chain transport services.

The State Minister indicated that various measures are undertaken to increase the export revenues of horticulture.  

The EHPEA Executive Director Ato Tewodros Zewdie stated that the reforms and policy measures undertaken across a number sectors have positive impacts on the country’s second top hard currency earner and the most resilient industry.  

To bring about breakthrough in the horticulture subsector through positive reforms and key measures to ensure expedited implementation of the recently launched national horticulture strategy, the Executive Director called for due attention to issues related to land acquisition for expansion, Horti-Park, duty free, institutional coordination, and smart agro-logistics.  

He also underlined on the need to look into issues in the areas of financial provision including the access to forex, customs validation, security to some clusters, clarity on taxation, and energy to address electric power and fuel supply in some clusters.  

Ato Tewodros has pointed out the need to promote synergy among private sector, academic & research centers and civil society organizations as well as regional and federal governments.

Participants have also raised the issues of consolidation and also coordinated efforts of different institutions for which efforts should be made to ensure understanding on the industry across the different sectors.

 Reflecting on the points raised by horticulture producers and exporters, officials of regional states and representatives of relevant sectors stated the measures already taken and ongoing undertakings of their respective offices to support the horticulture industry.