Fresh Exchange is one exciting name in Kenya’s flower industry, an innovative collaboration between some of the country’s best and largest farms, exporting the finest blooms Kenya has to offer. From vibrant rose fields to their seamless export network, they combine quality, variety, and efficiency to bring fresh-cut flowers to markets around the world.
For this latest World of Sprayroses feature, we caught up with Anna Petrova, Sales Manager at Fresh Exchange, to talk all things sprayroses, from the surge in their popularity to muddy photoshoots and her personal floral favourites.
Q: We keep hearing the name Fresh Exchange — what exactly is it, and where do you operate?
Anna: Fresh Exchange is one of the leading exporters of fresh-cut flowers from Kenya. We are a collective of some of the most renowned and respected farms in the industry, including names like Uhuru, Vegpro (known for the Just Roses brand), Groove, Flora Delight, Winfield, Sandpro, Sosiani, Bloomingdale, and Blooming Innovation. With over 450 hectares dedicated to roses alone, ranging from intermediate to super-premium, we offer a wide assortment that includes sprayroses, exclusive garden varieties, and even scented roses like those under the WABARA brand.
Beyond roses, our basket includes Alstroemerias, Hydrangeas, Chrysanthemums, Gyps, Delphiniums, and more. We currently supply to Europe, Russia, and the Middle East, and we’re actively exploring new markets globally.
Q: What’s your role at Fresh Exchange — and can you share a fun fact about yourself?
Anna: I’m the Sales Manager at Fresh Exchange. My role involves working closely with our global clients to understand their floral needs and connect them with the right products from our diverse portfolio. I also coordinate with our farms and logistics teams to ensure everything runs smoothly from harvest to delivery.
Fun fact? One of the exclusive garden rose varieties grown at Uhuru farm was named after me — it’s called Petrova. It’s such an honour and a beautiful reminder of how deeply connected I am to what we grow. I’m a hopeless romantic when it comes to flowers, despite working with them every day, I still find myself stopping to admire a variety like it’s the first time I’ve seen it!
Q: Have you noticed sprayroses becoming more popular?
Anna: Absolutely, sprayroses have experienced a significant uptake in popularity over the past few years. Sprayroses might be small, but they have a big personality—and it’s that charm that keeps us, and our clients, coming back for more.
Q: Why do you think that is?
Anna: I believe it’s due to a mix of trends and versatility. Sprayroses offer excellent value with multiple blooms per stem, and they’ve become a favourite among florists for weddings, events, and bouquet arrangements. The rise of more natural, garden-style arrangements and the shift towards sustainable floral design also supports this growth, sprayroses create volume and texture without needing excessive stems.
Q: Do you have a favourite sprayrose?
Anna: It’s hard to choose, but I’d say the Midnight Magic sprayrose is a personal favourite. It has this soft, romantic blush that works beautifully in both classic and modern arrangements. Plus, the petals open in such an elegant, full way, it’s hard not to love it.
Q: Do farms approach you, or do you go out sourcing sprayroses?
Anna: It’s a bit of both. We’re fortunate to work with some of the best farms in Kenya, and many of them approach us with new varieties they’re trialling or developing. But we also keep a close eye on market trends and proactively look for unique sprayrose varieties to add to our offering. Sourcing is definitely one of the most exciting parts of my job — there’s always something new and beautiful to discover.
Q: We recently spoke to Mark from Groove, a World of Sprayroses member — does he sell all his roses through Fresh Exchange?
Anna: Yes, that’s correct. Groove is one of our key partner farms and a valued member of our group. We handle all the sales and marketing of their stunning sprayrose collection, and it’s been a pleasure to see their varieties gain global recognition.
Q: And Groove only grows sprayroses, right?
Anna: Yes, Groove is fully specialised in sprayroses. Their focus and expertise in this category allow them to consistently produce some of the highest quality and most unique sprayrose varieties in the market.
Q: Finally, can you share some interesting facts — or even a funny story — about sprayroses?
Anna: Here’s a fun fact: On just one of our partner farms, Vegpro / Just Roses, we grow over 30 different sprayrose varieties, and at peak season, we can harvest over 300,000 stems per week of just sprayroses! As well, we have over 600 hectares of roses in the group!
And as for a funny story: during one particularly rainy week in Kenya, our team tried to organise a photoshoot in the middle of a sprayrose field. The mud was ankle-deep, and more than one camera tripod had to be rescued but the photos turned out beautifully, even if our shoes didn’t!
Sprayroses might be small, but they have a big personality — and it’s that charm that keeps us, and our clients, coming back for more.
Thank you, Anna, it was good to catch up and learn more about both Fresh Exchange and you. Your passion for sprayroses and the stories behind them is infectious, and we know our World of Sprayroses community will be just as inspired. From Kenyan fields to florists’ hands around the world, these beautiful blooms clearly have a special place in the hearts of many — and their popularity is only set to grow.
