The UK's first-ever Fairtrade flowers go on sale at Tesco this week - to coincide with this year’s Fairtrade Fortnight.
The Tesco Mixed Roses and Luxury Roses are part of a new own-label Fairtrade range, developed in conjunction with the Fairtrade Foundation and including a broad range of fresh fruits and vegetables.
Bananas, apples, oranges, grapes and mangoes also featurein the new range of more than 60 products now available at Tesco,alongside best-selling Fairtrade South African wine, cookies, coffee, tea, chocolate. It represents the biggest range of Fairtrade products in the UK.
The launch coincides with the 10th anniversary of the Fairtrade Mark and the start of Fairtrade Fortnight 2004, which runs from March 1-14.
“By buying Fairtrade, customers can help make a real difference to the communities where the goods are produced,” said a Tesco statement.
“Fairtrade guarantees that the producer has been paid a price that covers the cost of production, plus a premium to be spent on projects which help communities such as better healthcare, sanitation, education or housing.”
The Tesco Fairtrade flowers are sourced from an existing Tesco supplier in Kenya, which has now been certified by the Fairtrade Foundation.
Tesco expects to sell over 12 million stems of flowersin the first year alone, in a project it says guarantees “a better deal for small producers in the developing world”.
For eight years, Tesco has worked with its supplier in Kenya to improve conditions through projects including setting up a school for workers' children, building housing for workers and also environmental projects to treat water through the plantation of reed beds.
Fairtrade Foundation commercial director Ian Bretman, said: "Tesco is renowned for understanding its customers and has recognised that a growing number of shoppers are keen to help farmers and workers in developing countries achieve a better quality of life.
"This is good news for producers who will benefit from the additional sales and good news for consumers who will see a much greater choice of quality Fairtrade products in stores."
Tesco director Lucy Neville-Rolfe added: "We are already the biggest seller of Fairtrade products and are now offering our customers the widest Fairtrade range available anywhere in the UK.
"The success of products like our Fairtrade bananas and oranges tell us our customers are hungry for more and our new range means more choice than ever.
"We are confident our new own label range will be very popular with our customers. By adding completely new products like the Kenyan roses and launching our own label range we hope to grow the Fairtrade market even further.
"Tesco has supported Fairtrade since its launch 10 years ago is supporting Fairtrade Fortnight by promoting the new range in stores across the country with in-store tastings, promotional offers and information.
"We know from experience that this will encourage more customers to try these great products and benefit farmers and workers in the third world."
