International food security expert Dr. Fadel ELZUBI stressed that although Jordanian markets are adorned with imported flowers, they conceal a fundamental challenge facing Jordanian farmers: how can their local products withstand unfair competition? Official figures reveal that Jordan imports thousands of tons of flowers and ornamental plants annually to meet rising demand during social occasions and holidays. Yet these imported quantities, entering at lower prices or with different quality standards, weaken the competitiveness of local producers and sometimes push them to withdraw from the market altogether.
He added to Al-Ghad that Jordan’s agricultural sector achieved 7% growth in 2024, according to Ministry of Agriculture data. However, the contribution of the flower and ornamental plant sector remains limited due to high local production costs—water, energy, fertilizers—alongside weak government support. Nevertheless, this sector sustains hundreds of farming families and provides an important source of income in the Jordan Valley and plains, where the moderate climate allows for diverse varieties.
ELZUBI pointed out that opening the door to imports without strict regulation creates multiple negative effects: it undermines farmers’ confidence in the viability of investment, entrenches dependence on foreign supply, and leads to the loss of local jobs tied to flower production and distribution chains. Worse still, the absence of a clear policy leaves the market vulnerable to chaos, with prices falling in ways that harm farmers, while final costs to consumers rise due to transport and fees.
He emphasized that the government today must adopt a balanced policy—allowing imports during periods of low local production, while imposing seasonal tariffs or quotas to protect Jordanian producers. The Jordanian Association of Cut Flowers and Ornamental Plants also bears a doubled responsibility: it must provide accurate data on production volumes and critical periods, launch awareness campaigns to strengthen consumer confidence in local products, and open new export channels to Gulf markets, which import millions of dollars’ worth of flowers annually.
He further noted that the sector also needs innovation and diversification, through introducing new varieties, improving packaging and presentation, and investing in digital marketing platforms that enable farmers to reach consumers directly. Collaboration with universities and research centers to develop varieties resistant to harsh climatic conditions will also enhance the competitiveness of Jordanian products and secure them a stronger position in regional markets.
ELZUBI concluded by saying that regulating flower and ornamental plant imports is not a secondary issue, but an economic and social file directly tied to protecting local production, creating jobs, and reinforcing consumer trust. Figures confirm that Jordan’s agricultural sector is growing, but without shielding local producers from unfair competition, this growth will remain fragile. What is required today is a bold political decision that balances openness to the world with protection of Jordanian farmers, restoring this sector to its natural role as both an economic and aesthetic driver.