Growers Online Kenya: The International Online Market Place Community for the Flower Sector The flower sector is one of the most important sectors in terms of employment and income generation in Kenya. It is however essentially (mass) production-oriented as opposed to market-oriented with relatively little value addition at the growers end. For it to expand and mature and e.g. to become a producer of high quality branded flowers, it needs direct access to international buyers in end-markets. The present market chain with many "in-between" parties does not really allow for that. The chain is too long and cost and price structures are non-transparent. The project involves setting up of a real time web-based marketing and trading system in Kenya. Through an ICT platform, enhanced by a secure international e-payment system, growers are linked to clients – mainly wholesalers –  in end-user markets allowing for direct commercial transactions. Hence supply chains will become shorter, more efficient and transparent, adding value to Kenyan growers. The platform essentially is a service provider, open for all international stakeholders in the chain, and will make use of the superior logistics hub of Greenport Holland.Applicant is MDK Beheer B.V. (Honselersdijk) and local partner is Waridi Ltd from Kenya. Partners will set up a joint venture (GOL Kenya). Growers Online B.V. Netherlands (Honselersdijk) will come in as a technical partner and may take shares at a later stage.The project is innovative and is expected to have large (systemic) impact on the profitability and performance of the Kenyan flower sector. It precisely addresses one of the main issues identified by the Kenya Flower Council and the Kenyan Export Promotion Council, that hamper broadening and deepening of the sector.Corporate Social Responsibility (CSR)GOL Kenya will comply with international best practice in terms of CSR related issues (ILO, OESO). The operations will be ISO-certified. It will further set up a Fund (GOL Foundation) to support community projects. It is important to note here that the project is expected to specifically create a positive environment for more pro-actively dealing with CSR aspects in the sector and the chain. Buyers will have direct contact and insight in the operations of individual growers. Growers now will have a direct financial incentive to invest in branding of their produce, including USPs related to CSR. Instead of merely feeling the threat of bad publicity on the Kenya flower sector as a whole.Impact•	Employment and working conditionsDuring the project 21 new high quality jobs will be created of which 16 in high/medium positions. These figures are respectively 30 and 20 two years after the end of the PSI pilot. Four employees will work partly in Kenya and partly in the Netherlands, however all shall be employed by GOL Kenya. Working conditions and salaries will be good and competitive, including an attractive secondary benefit package.Again the impact on the sector is what counts: quality gains and value addition for growers also means creation of new, better, and higher paid jobs, and possibilities to raise the general pay-level of unskilled workers in the sector.•	Innovation / Transfer of knowledgeThe application mentions a modest number of training days for this complex project (150). It was however revealed later that this does not include on-the-job training which is ongoing and inherent to a project like this. It is therefore safe to conclude that knowledge transfer will be high and local staff as well as growers and others in the chain, will be capacitated as required.  •	Chain effectsThe impact here will be predominantly on the sector, although GOL Kenya as a platform will also make use of its own suppliers and ICT service providers. Due to its nature, the project is expected to have profound impact on the Kenyan flower sector in terms efficiency gains and value addition.•	EnvironmentThe project itself is neutral in this respect. However as explained above, transparency in the chain and direct sourcing and branding will put a premium on accreditations like Fair Trade, KFC gold/silver, MPS and others that stimulate sound environmental practices.•	Position of womenThe project will be an equal opportunity employer and will employ 4 to 8 women during the pilot. To facilitate the international flower trade by linking Kenyan flower growers with international end-user markets, through an innovative, real time web-based marketing & trading system, and thus enhancing competitiveness of the sector.