Impact of standards in the cut flower export industry in Kenya

Standards are ever evolving to suit consumer preferences which has resulted in a consumer-led markets. Understanding how these perceptions shape the floricultural sub sector in Kenya becomes insightful in grasping the impact of standards in shaping economic prosperity which translates to developmental outcomes becomes of great importance. Using a descriptive analysis approach, the paper aims to analyse unit values in order to bring out how perceptions of quality bring forth a differentiated product that can lead to successful integration into international markets. The findings show that standards do signal quality leading to a preference for those products. This creates a differentiated product that ultimately gains competitiveness. The paper underscores the need to delve into a more nuanced approach between conformers and non-conformers. The study provides a recommendation to policy makers to strengthen the compliance capabilities of marginalized groups, especially small-scale farmers.