The flower industry is big business, worth more than $100bn (£68bn) a year, but it has long had a reputation for poor working conditions and low pay. Fairtrade’s rigorous standards offer flower workers a better deal and that’s why we’re keen to grow in this area. But to deliver greater impact, we need more shoppers to choose our flowers. So if you are planning to buy flowers for the love of your life and can’t decide which bunch of roses to pick, here’s five reasons to choose Fairtrade:
1. A better deal for farmers and workers
In just 10 years since the first Fairtrade flowers were sold in the UK we’ve seen enormous growth, generating millions in Premium for projects benefitting the 50,000 flower farmers and workers behind Fairtrade. Flower farms say they are attracted to Fairtrade because of the benefits it offers to the welfare of workers and their communities.
We are unique as the only certification body requiring farms to pay a living wage and workers’ rights are intrinsic to Fairtrade’s values. For example, at Girdport Flowers in Zimbabwe, though just 6% of annual sales volume is sold as Fairtrade, the impact these sales have already achieved, for a workforce of more than 1,000 people, has been worth their investment in becoming certified. Since Girdport implemented Fairtrade’s Standards in 2010, the organisation has ensured safe use of equipment and chemicals, established a workers’ committee and also offers membership of a national union. Such schemes have enabled workers to negotiate on hours, pay and terms and conditions.
2. Eco-friendly flowers
In Kenya, flowers are now a mainstay of the economy and the country’s third highest foreign-currency earner, behind tourism and tea, providing a vital income for 500,000 people. Across all Fairtrade-certified flower farms in six countries, conserving the environment is a key priority and in Kenya, where the majority of Fairtrade flowers are grown, one farm is leading the way in eco-friendly practices.
Naivasha, a town on the edge of a large lake in Kenya’s Rift Valley, sits 1,884 metres above sea level, offering fertile ground for the medium-sized roses that are popular in UK supermarkets. This beautiful, natural environment is precious to the people who live and work here and they are committed to protecting it. At Bigot Flowers, managers have become specialists in efficient water use, working towards collecting 60% of their water from rainfall, re-using water and using irrigation systems that reduce the amount of water needed. They have also reduced the need for pesticides by growing crops that attract natural predators, to combat outbreaks of red spider mites.
Whilst 70% of exported flowers to the UK come from Kenya via air freight, as flowers are grown in more natural conditions than in Europe, less energy is used. For environmentally-conscious consumers, therefore, it’s better to buy Fairtrade flowers rather than those grown closer to home.
3. Blooming communities
In just one year, flower sales resulted in €5m (£3.8m) in Premium for workers to invest in economic, social and community projects, such as education and health. 10% from the cost price of every flower goes into this fund and committees have chosen to invest their funds in remarkable ways.
The development of Kenya’s horticultural business in recent years has seen a major population boom and around 70,000 workers and their families have migrated to the Naivasha region. But local health and educational facilities have struggled to keep up. Services were particularly stretched in the local hospital, where a shortage of beds meant women and newborn babies had to share facilities, creating unsanitary conditions that increased the risk of infection and diseases. In response, six Fairtrade certified flower farms worked together and formed Friends of Naivasha contributing 60% of the funds needed to build a dedicated women’s health centre. Since opening in 2013, the hospital has welcomed 14,400 babies into the world.
4. Raising women’s voices
The flower industry is largely dependent on a female workforce, many of whom are vulnerable and uneducated. Fairtrade’s Standards on hired labour require farms to improve women’s rights in a number of ways: by establishing gender committees, and training and grievance procedures which encourage employees to report issues. These processes, which are supported by Premium investments in adult education, empower women. To ensure Fairtrade has workers’ interests at our heart, in 2014 Fairtrade Africa appointed Grace Cherotich as a representative on its board. After being elected she said: “This is the highest position I have ever held. I am happy to be in this position where I can represent workers like myself. Having been a flower worker for 12 years, I know the challenges that workers face and I am proud to have been given this platform to champion their rights.”
3. It’s good for business
Fairtrade is the leading third party certification body and offers businesses the highest standards in economic, social and environment practices. Farm owners say the benefits of Fairtrade are multiple; giving them access to more markets, stable prices and contracts and benefits which mean workers will stay longer, in addition to development for communities. Finally, consumers can be confident that retailers stocking Fairtrade flowers have traceable supply chains. But, as the implementation of Fairtrade Standards is a big investment for farms to make, to be commercially viable they need to sell a higher percentage of flowers under Fairtrade terms so we need more businesses to buy their flowers and more consumers to choose them. That’s why this Valentine’s Day your gift of Fairtrade roses will share the love that bit further.
Fairtrade flowers are available all year round for all budgets in retailers including: Aldi, M&S, Sainsbury’s, ASDA, Morrisons, Co-op, Tesco, and online including Interflora and Moonpig.
Content on this page is paid for and provided by Fairtrade Foundation, sponsor of the spotlight on commodities series
