European Union (EU) contributions to Aid for Trade (AfT) play a crucial role in reupholstering moral economy of Association in Cotonou era. Under this AfT, EU concessions to African business sectors as part of private sector development (PSD) assistance play a particularly pivotal role. However, Europe's discursive focus on private sector development took on greatest political significance as an official EU 'PSD' framework and legitimising discourse solidified the midterm review of the Lome Convention in 1995. Accordingly, it is useful to consider Europe's PSD agendas in relation to business stakeholders in Ugandas cut-flower industry, a priority site of private sector activity in donor-friendly low-income African state. The perspectives of managers, investors, workers, and relevant third-party stakeholders regarding role of the floriculture sector in delivering poverty alleviation, as well as the effectiveness of Europe's PSD assistance were examined. This chapter examines the relevance of EU-PSD frameworks in the moral economy of EU-Africa Association, with specific focus on the Ugandan flori-culture sector.