The cut flower industry in Kenya provides vital livelihood opportunities for women, yet their skills are often undervalued and many remain in low-status roles. Although work in horticulture can be empowering, targeted support is needed to enable women to progress. In response, Flamingo Horticulture and Co-op launched Inua Dada (“Uplift Women” in Swahili), a pioneering two-year diversity and inclusion programme.

Building on a long-standing partnership, Inua Dada seeks to economically empower women, enhance their confidence and visibility in the workplace and within their communities, and support partner farms in strengthening inclusive and equitable practices.

Figaro Brands developed a distinctive brand identity for the programme that reflects its empowering purpose. This identity was implemented across digital and print touchpoints to raise awareness and support engagement with the initiative.