An Israeli-ventured Tal Flower Farms had witnessed eight years of blooming success, exporting millions of stems that graced tables around the world. A once vibrant 30hct flower farm in Bahir Dar city, Amhara Regional State, stands empty, as its journey took a bitter turn facing a series of difficulties that eventually led to its closure, leaving 230 employees without jobs.

At its peak, the company could ship seven million stems in six months. Yet, with a dwindling market share and a shortage of crucial inputs, it was forced to close its doors two months ago. Zena Muluneh, who had been the farm manager since its inception, recounted the struggles that chipped away at the company's foundations.

"Security concerns were the final nail in the coffin," Zena told Fortune, his voice tinged with the disappointment of watching years of hard work unravel.

He vividly recalled the shock of discovering the 2017 incident when their farm in Sebeta, Oromia Regional State, was set ablaze during nationwide protests in 2017. A subsequent market crash, compounded by the challenges posed by the COVID-19 pandemic, pushed the company to the brink.

Zena expressed that with security guarantees and a modest injection of capital, the farm could revive its operations. Adding to the woes, the labour union representing the workers alleged that the company was withholding three months' worth of wages, setting the stage for a potential legal battle. The very foundation on which the once-thriving farm stood now trembled under the weight of financial disputes.

A stone's throw away, Tana Flora faces similar predicaments. It was targeted by armed insurgents last August. Since then, the farm has been engaged in the painstaking task of rebuilding, determined to breathe life back into its operations.

The future of these farms, remains delicate, much like the petals awaiting a chance to bloom once again. The timing could not have been more unfortunate – as December unfolded its festive charm marked by Christmas, followed by the romantic allure of Valentine's Day and the heartfelt celebrations of Mother's Day. Both flower farms missed out on the seasonal upsurge in revenues that these occasions usually bring.

Flower exports from Ethiopia went through a significant decline in the fourth quarter of last year, dropping by 27.2pc to 123 million dollars from the same period in the previous year. This abrupt downturn was marked by a staggering 23.5pc reduction in volume and a 4.6pc dip in international prices.

Mekonnen Solomon, the senior horticulture coordinator at the Ministry of Agriculture, shed light on the issue. According to him, a waning demand for ornamental products from both the Middle East and Europe, coupled with the challenges posed by security issues are the reasons behind this decline.

However, amidst the gloom, Mekonnen sees a glimmer of hope in the industry's potential shift towards sustainable practices. He highlighted the recent inaugural shipments by sea for European markets as a step towards managing logistics costs and improving overall export performance.

"The Red Sea issue will need a resolution," Mekonnen said, acknowledging its impact.

Addressing prior obstacles faced by exporting farms, particularly the shortage of foreign currency for essential inputs like chemicals and fertiliser, Mekonnen noted a positive change. He said the central bank's revision of forex retention rules in August has resolved these issues, creating a more conducive environment for collaboration between banks and exporters.

"Banks have a clear incentive to work with exporters," Mekonnen said.

He anticipates a revival in the production volume, with the growing use of maritime tools for exports seen as a key component.

"Ships offer lower costs and decreased carbon footprints," Mekonnen said.

Amidst the changing agriculture sector, the Ministry has hoisted the banner of sustainable practices as part of a broader green economy initiative. This shift comes in the wake of increased competition from global players like Kenya, Colombia, and Ecuador in the flower export market.

Against this backdrop, companies such as Joytech Plc, a seasoned player in the industry operating from a sprawling 100hct expanse in Bishoftu (DebreZeit) town, Oromia Regional State, are strategically reshaping their focus. Over the past few years, the Israeli company that employs over a thousand people has been gradually phasing out its flower plantations in favour of herbs and vegetables.

Bisrat Hailselassie, the farm manager, emphasises the advantage of engaging in the edible commodity business, citing its perennial year-long market compared to the flower industry's seasonal nature.

The strategic decision to shift towards herbs and vegetables is marked by the untapped potential. With the ability to harvest multiple times a year, exporting leafy greens, plants, and herbs provides a sustained market potential that aligns with evolving consumer preferences.

"There are several players in the flower business," Bisrat told Fortune, "and smaller margins."

According to Bisrat, unlike flowers which take around 60 days to become market-ready, herbs, when properly cared for, boast a quicker turnaround time, taking only a third of that period.

"Herbs require more work but are more rewarding," he said.

Ethiopia's floriculture industry has experienced stellar growth over the past decade. Successive governments recognised the export potential of the commodity. It has become the country's second-highest foreign currency earner after coffee fetching 541 million dollars.

Founded by Ryaz Shamji in 2000, British-owned Golden Roses holds a significant place in Ethiopia's floriculture history. With a bold investment of 60 million Br, the company became the pioneer that set the stage for the industry's success. It secured access to land, tax incentives, duty-free imports, and long-term financing – elements that would define the sector dominated by foreign companies for the next two decades, although Golden Roses is no longer operational.