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Case Studies | September 9, 2012

The Ethical Agent

Fresh Flowers in Kenya

An ethical agent is ideally a person or team with both development experience and commercial experience. The agent builds relationships with all the actors along the supply chain to improve livelihoods and ensure a commercially viable supply chain.

The Kenyan Fresh Flowers project investigated whether small- or medium-sized enterprises working with small-scale farmers could sell direct to modern retailers such as U.K. or U.S. supermarkets.


  • Acronyms and Abbreviations
  • Executive Summary
  • 1. Introduction
  • 2. Growing Flowers in Kenya
  • 3. The Flower Team
  • 4. Project Implementation and the Role of the Ethical Agents
  • 5. Developing a Unique Product
  • 6. Building Capacity to Supply the Retail Market
  • 7. Monitoring Development Impact
  • 8. Conclusions
  • Annex
  • New Business Models Publications