Waitrose is expanding its ethical conscience by pledging to become the high street’s leading stockist of Fairtrade roses.
The upmarket retailer will launch a selection of Fairtrade roses during Fairtrade Fortnight (26 February - March 11) and has committed to ensuring that 90 per cent of all rose bunches it sells over the next year will bear the Fairtrade mark.
For every Fairtrade bouquet sold, a social premium will be returned to rose-farm workers and their communities where elected groups of employees decide how the money is spent.
The chosen causes range from university bursaries for teenagers to additional transport for workers.
Waitrose sources most of its roses from farms in Kenya, where growing flowers is the country’s second biggest industry behind tea.
Commenting on the move, Waitrose flower buyer Sue Steptoe said: “We currently ensure that all our roses are sourced from farms which are committed to high standards of worker welfare and environmental stewardship.
“By increasing the volume of Fairtrade flowers on sale, we will ensure that a social premium goes back to workers who cultivate and package our roses. This step will be a small change for our customers but will make a radical difference to the lives of workers in the developing word. From now on saying it with roses will be even sweeter.”
Waitrose is offering four different bunches of Fairtrade Kenyan roses for Fairtrade Fortnight, priced from £4.99 to £12.99.
No comments yet