How to succeed as a hibiscus exporter in 2025

From the vast U.S. market to the growing demand across North America, Europe, and Canada, the hibiscus flower industry presents lucrative export opportunities for investors.

However, challenges such as outdated farming practices, inefficient processing methods, and poor risk management are hindering its full potential, as highlighted by the Institute of Agribusiness Management, Nigeria’s report on commercial hibiscus production, processing, and exports.

John Oshevire, Secretary of the Association of Hibiscus Flower Exporters of Nigeria,(AHFEN), stresses that hibiscus exports must comply with rigorous international standards, given the crop’s importance in the value chain. He points out that many farmers lack essential knowledge on proper cultivation, processing, and packaging for export.

Read also: Hibiscus exports: The $100 million opportunity investors can’t ignore

Olatunji Lawal, President of AHFEN, pointed out that many civil servants, politicians, and high-ranking officials are incurring significant losses due to their lack of familiarity with the technical expertise required in the hibiscus business. To tap into this growing market, here are key steps to become a successful hibiscus exporter in 2025.

Production

Hibiscus typically takes 3 to 4 months to grow and is predominantly cultivated in the northern states, with Jigawa, Kano, and Katsina at the forefront. When properly aerated and protected from moisture, the flower can last up to five years.

Hibiscus thrives in sunny locations with well-drained soil rich in organic matter. While they can tolerate light shade and less ideal soils, their growth and flowering will be less vigorous. To encourage abundant blooms, they require plenty of water.

Processing

The timely harvesting of hibiscus flowers is key to achieving high-quality dried blooms. It is important to harvest on a dry, sunny day, ensuring the morning dew has evaporated according to expert reports.

When harvesting, carefully pluck each flower, leaving the stem intact to facilitate easier handling during the drying process. Experts say that not all hibiscus flowers are suitable for drying—start with fresh, high-quality blooms. Select fully opened flowers that are free from blemishes or decay, as the fresher the flowers, the more vibrant and fragrant the dried product will be.

Oshivire highlighted that cleaning is a very important aspect of the production process. Gently clean the flowers by shaking off any insects or debris before drying and avoid washing them, as excess moisture can interfere with the drying process. Trim the stems to a manageable length of about 1-2 inches to make bundling and handling easier.

Read also: Nigeria’s hibiscus farming booms as growers eye N48bn earnings

Storage tips

According to the Food and Agriculture Organisation (FAO), hibiscus flowers are either frozen, dried in the sun, or oven-dried for out-of-season supply, marketing, or export

After drying, let the flowers cool completely before storing them. This helps prevent condensation, which can lead to mold.
Store the dried hibiscus flowers in airtight containers like glass jars or metal tins. Keep them away from direct sunlight to preserve their vibrant colour and fragrance.

Ensure the storage area is cool, dry, and free from moisture, as dampness is the main enemy of dried flowers. Proper storage is essential to maintaining their quality for long-term use.

Exports

Oke Timi, co-founder at Agroeknor recommends that hibiscus exports who are new in the sector should start by targeting markets with less strict import regulations to build experience and familiarize themselves with the trade.

While many newcomers are drawn to the EU or US, he cautions that mistakes in shipment documentation or fumigation could lead to the destruction of an entire cargo, particularly at US ports. These costly losses are risks that a startup simply cannot afford.

A certified storage facility(warehouse) by the National Agricultural Quarantine Service(NAQS) and National Investment Promotion Council (NIPC) is the first step for hibiscus flower exports according to AHFEN president. Lawal also noted that registering with the Nigerian Export Promotion Council is also a major step to exporting hibiscus flowers.

He further notes that registering and joining the association (AHFEN) is essential to connecting investors with buyers. Oshevire noted that exporters must ensure that their products meet international standards. He advised that investors who are new in the business should sublet the cleaning and packaging process to existing exporters in the industry to avoid losses.