Ethiopia’s flower exporters are cashing in on Valentine’s Day, as the industry blooms, reports VOA.

Many of the roses that lovers give each other on Valentine’s Day happen to be grown in Ethiopia. In the last decade, the industry has grown from nothing to one of the dominant players on the international market.

About 85 percent of Ethiopia’s flowers are exported to Europe. Flower exports in 2012 were valued at more than $210 million. This year, the amount is expected to be more than double, at $525 million.

Industry growth and government-provided tax breaks and loans have attracted many foreigners here to set up flower farms in Ethiopia. Of the 90 flower producers in the country, more than half are non-Ethiopians - many of them Dutch.

Kenya is currently Africa’s biggest flower exporter and Ethiopia is second. As Ethiopia aims to surpass Kenya in the coming years, it is focusing on penetrating the North American market.