The toolkit was developed in response to growing consumer concerns over the environmental impact of particular patterns of consumption and trade. According to the CEO of the Kenya Flower Council (KFC), Jane Ngige, KFC expects "to demonstrate that while our mode of transport (air freight) is a major polluter, the overall environmental impact of operations undertaken by farmers [contributes] least to global warming compared to our competitors". It was noted that "competitors in Eastern Europe grow their horticultural crops under artificial conditions", with reportedly a higher environmental impact than Kenyan products.
The launch of the toolkit was described as "an important step for an industry which has to serve a distant market". It is hoped that the toolkit "will give Kenya's flowers an edge in the markets that have become sensitive to carbon impacts of production processes".
Indicative of consumer sensitivity to the environmental impact of production and delivery processes is the inspection visit by officials of UK retailer Marks & Spencer "to review environmental sustainability of Kenya's production". Kenya is "the fourth largest sourcing location" for Marks & Spencer's food division, with sales to the company of flowers, vegetables, tea and coffee worth more than KSh13.2 billion (111.43 million) per annum. Kenya is increasingly selling mixed bouquets directly to companies like Marks & Spencer, moving away from the traditional flower auctions.
In the first 6 months of 2013, the value of Kenyan exports of cut flowers, fruit and vegetables reached KSh43.5 billion compared to KSh40.5 billion in 2012, with cut flowers accounting for two-thirds of this value (KSh30.34 billion to June 2013).