The Missed Opportunity in UK’s Flowers to the UK
I pray that you are keeping well. Again, do everything you can to stay alive. A respondent in my last blog post, Light Juma posted, “I have personally adopted the phrase #KeepSafe #KeepSane #KeepTheFaith. That is what is keeping me going on.” Well, I love this. She has coined her way of survival. Do coin yours and let it be your driving force.
Do you fancy flowers? Yes, I mean cut flowers such as roses, tulips, daisies, lilies and carnations? If you love flowers like I do, then you will not miss a thing to do with flowers. By now, you can guess where I am headed with this blog post. I have keenly followed Kenyans reactions after photos emerged that the Kenya Private Sector Alliance (KEPSA) and the Kenya Flower Council had delivered 200 Kenyan branded bouquets to the National Health Service (NHS) in the United Kingdom (UK).
Kenya’s High Commissioner to the UK; Ambassador Manoah Esipisu through a Twitter thread, posted an explainer about the gesture on Thursday evening. Photos accompanying the tweet included some NHS frontline workers, in their uniforms, holding the flowers in a way that could easily be interpreted to mean, they were quite pleased with our out of the box gesture.
On their faces, I read-gratitude. An acknowledgement of the gracious gesture as an expression of “solidarity and partnership” during this COVID-19 era that has led to over 28,000 deaths and more than 180,000 positive infections in the UK as per the Government of UK website.
President Uhuru Kenyatta (UK’s) message on each bouquet read, “Whatever the adversity, no matter the foe, we shall triumph together.” Kenya was sending a message of encouragement and hope. One that signalled…” We feel you, we are in this together and, we shall overcome.”
As a Kenyan in the UK, I was touched. My face beamed with undisguised admiration. “Awww…a beautiful gesture, I am so proud to be a Kenyan right now.” But there was a problem. Back at home, my countrymen were not happy at all. This gesture wasn’t receiving the same kind of appreciation as I had hoped. Many were seeing it from a different perspective altogether leaving some of us in utter shock.
“I am struggling to understand why this gesture angers Kenyans. When other countries send us medical equipment (apart from China, lol) including funds and other humanitarian aid like the time of floods from Qatar, no Kenyan complained. Ours is a problem of always receiving and not giving mentality,’ posted Milka Sabuni in a digital chat.
It was also evident that most of us had missed the initial photos on KEPSA’s social media pages when the #FlowersOfHope campaign was launched. I blame KEPSA for a lousy job with their publicity. Next time, please be very strategic and deliberate about this. You failed Kenyans, and you are largely to blame for the negative feedback that the President received concerning this gesture.
“KEPSA has to indulge in more public awareness and also build more emotional connections with local communities. It must interrogate the ‘Why’ of its existence. For GoK, there seems to be a demonic force within that turns every opportunity into a disaster.” Commented Caleb Atemi, Leadership and Communications Consultant in Kenya. I found his last sentence, very hilarious.
Friday, 1st May 2020, in his address to Kenyans during the Labour Day celebrations, we subjected the President into explaining the gesture behind sending branded bouquets to the UK. Jamaneni said in a typical Kenyan style. They were 200 bouquets. Not 2000, but 200 only. President Uhuru was mad, and he was not mincing his words, “Careful before you post your nonsense on social media,’ he warned.
Well, we were all left wondering, how did he know we were posting nonsense on social media? We all know that he left social media. “Looks like the President is still on social media but using pseudonym. We must unmask him. Which account is he using?” Kenyans asked. I laughed at this. Of course he has his intel.
After his rant, many Kenyans realised they had misjudged the President, and others started apologizing immediately. “Wow, I must go on Radio and apologize to the President. I am among those who criticised him, but now I reckon I was wrong,” posted a radio presenter in one of the digital chats.
This is what we missed as Kenyans. An opportunity for NATION BRANDING. Please allow me to explain. Have you ever been with a group of friends, in the middle of some hot gossip and one cracks a joke then you miss it? In the spirit of friendship, one of your friends’ volunteers to explain the joke because everyone wants to bring you up to speed, so they interpret it for you. By the time you get it, you’ve lost a laughing moment with everyone else.
Dear Kenyans, I understand your frustrations about our Government. I know that there are many things we don’t like about our Government and our political leaders. Corruption, police brutality, unemployment, human rights violations, injustices and inequalities, name it, the list is endless.
But this is the reality. Each country has its own problems. If not corruption, then illegal immigration. If not unemployment, then land pollution. Do not be deceived that there is a country that has everything in place. COVID-19 has unmasked each country’s fragility, and now we are left making fun of even those that we consider superpowers. I came across a joke a few days ago. “Looks like some countries have been lying to us. Coronavirus has proved to us that all these developed countries are just but third-world countries in a Gucci belt.’ Well, this sentence bitterly hit home.
Sadly but true, even developed countries have problems they are grappling with. There are some things that I genuinely don’t like about the UK. In Kenya, when you are unwell, all you need to do is to go to the hospital and seek treatment. Imagine in this country such freedom is unheard of. You have to call your General Practitioner (GP) seeking an appointment before making your way to the hospital. Sometimes, that appointment takes weeks or months to come by. Thankfully, I have not had a reason to seek medical attention. However, my friend suffered COVID-19, and all our attempts to see her get to the hospital were futile. She has now recovered, so we grateful for that. But, I rarely see people shout about this frustration.
My point is, our frustration with the Kenyan government will not be won through insults directed to the President. We must be very deliberate in what we want our country to be. This we must do. Before you compose another insult to the President, or that Cabinet Secretary, or that political leader, take a minute and ask yourself whether you can express yourself without throwing in an insult. I am saying this with full understanding that a recently released survey conducted by the United Nations Office on Drugs and Crime (UNODC) has ranked Kenyans as the worst bullies on Twitter.
You see, leaders serve within a given time frame. When their time is up, they will pack and go. Another leader will take office, and our insulting tendencies will continue. Unknowingly, what we are doing is damaging our country and its image out there. Imagine if we all saw the opportunity last Thursday (like I did) and branded our country using the photos we highly criticised. Think about the collective responsibility towards Nation Branding.
The UK is undoubtedly a key market for Kenyan flowers. The UK in buying flowers from Kenya is safeguarding more than 200,000 jobs in the Kenyan floriculture industry and a major source of foreign exchange earnings. The 5billion stems of flowers grown in Kenya will go to waste if at all we did not have a market like the one in the UK. During Valentine’s, you are sure to see our flowers spreading love. In weddings, our flowers are a colossal mark of celebration of love. In funerals, our flowers are a great source of comfort and solace.
The photos were shared, wide and far, and the gesture was highly appreciated. NHS has been the focal point in the fight against COVID-19. According to Amb. Manoah Esipisu thousands of Kenyans work in the care sector in the UK and 1000 directly at NHS. This was also a chance to boost their morale as well as a self-preservation act in standing with the UK when they are most afflicted.
Perspective is key. Marketing abroad is not based on certain conditions being met at home. A market focus is based on imperatives relevant to the particular market, and not on the popularity or otherwise of these decisions at home (unless there is material harm). In Europe, most flower shops and supermarkets are not open to non-essential shopping. The UK is one of the very few to have flower shops open and hence one of the very few avenues of export during these exceptional times. They are, therefore helping my countrymen feed their families.
Just like that person who misses a joke when it’s first cracked, we have understood this gesture, way too late. Our apology to the President is too little too late. We’ve trashed our country in full view of our enemies and competitors.
Any efforts towards Nation Branding demands that we see the opportunity, grab it and use it to our advantage, immediately. Nation Branding is more than our leaders; it’s everything in what we believe our country is… it’s in our Constitution, our values, our ethos, symbols of patriotism including our National Anthem, our Flag, national dress, T-shirts, souvenirs, the wrist bands that we all love (everything branded Kenya) etc. It goes beyond leaders because leaders outlive a season but, our country is here to stay. This, calls for collective responsibility! Even in our frustrations, may we learn to seize the moment 🥰🥰🥰
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8 thoughts on “The Missed Opportunity in UK’s Flowers to the UK”
In all honest, I failed to understand why people got so angry about a gesture we rarely make but are always open to receiving from these other Countries.
In my opinion, we need to see Kenya do ore of such campaigns and how us off as more than just receivers of id, we are capable of other things away from what we have let our struggles limit us to.
Well in Patience.
Thank you for your feedback. You and I did not see why Kenyans felt angered. Well, there are many things we do not like about our Government, understandably so. Hopefully, in the future, we will be more strategic in turning every frustration into an opportunity.
Very apt and concrete thoughts Patience. I think Kenyans are waiting for perfection and when there are no mistakes, we will then begin to think as a nation. Its critical you have reminded us that there are no perfect nations. We need to manage our anger and focus on the brand we want our nation to be. I found the gucci belt comment hilarious!
Thank you for stopping by. Yes, I also found the comment on Gucci belt quite hilarious. Well, branding our nation is a collective responsibility. We all have a duty to do. It also means we must be alive to see the opportunity and grab it when it presents itself.
Thank you Jane.
Your feedback is highly appreciated.
I agree with you that he main problem with this set up was KEPSA. They didn’t manage the whole campaign well & as a result Uhuru and team wound up with egg on their faces. And while I see where you’re going with the article, allow me to also mention a few points:
1. Everything, Everything has context. Especially in Kenya. And when you see people lashing out at govt, chances are that it has failed to deliver on its mandate. Because KEPSA didnt take ownership, It seemed to be an Uhuru project, round about the same time when a lady from Kisauni(not sure if thats the place) was on the news boiling rocks for food. Now that’s not necessarily Uhuru’s doing but its easy for people to draw a parallel.
2. True. Kenyans are savages online and will go after government with everything in their arsenal. Simply because its the only way to expose the rot in government and possibly speak truth to power without ending up like Willy Kimani. And yes, I do agree that people go overboard, but the frustrations are cumulative in nature.
It was a good gesture & given the numbers you’ve shared above, it does make sense to “guard” our markets. But it needs to look like its driven by private business and not govt/leaders IN private business.
Thank you for sharing your perspective with me. This is greatly appreciated.
I see your concern “But it needs to look like its driven by private business and not govt/leaders IN private business.” This got me laughing.