Flowers show how people feel and can have a very good effect on them. They are sent to tell their closest friends and family how they feel. Wouldn't it be even better if people could confidently buy flowers that were grown in a way that was good for the environment and people? In the end, moral commitment is also an emotion. But only a small number of florists in the UK sell flowers that are grown in a way that is good for the environment and people.
First, let's talk about numbers:
In the UK, the market for cut flowers and house plants is estimated to be worth GBP2.2 billion, and by 2011, it is expected to be worth more than GBP3 billion. Even though there are other options, like gifts, chocolates, and wines, people still say it with flowers, even though the UK spends less on flowers per person than the rest of Europe.
Industry standards for flowers are always a source of debate, because consumers have always had to deal with confusing signs of ethical quality. Fair Trade regulates the code of conduct for more than 1,000 farms in Kenya, but only about 25 large farms provide more than 75 percent of Kenya's flower exports. Fair Trade has done a great job of helping more than 10,000 workers in developing countries since it started in the flower business in 1999. It does this by setting ethical standards that make working conditions better. But in the years since then, the industry has grown a lot and the way competition works has changed. Fairtrade initiatives tend to work best in industries with a lot of small producers, like the fruit and vegetable industry, and less well in industries with fewer big players, like the flower industry. This is because fair trade initiatives can help bigger companies more than they help smaller ones, which hurts the growth of smaller producers in a competitive market.
Fair Flowers Fair Plants (FFP) is a European project that tries to fix problems from the past. It does this by setting global standards that are the same for all producers. One of the things that makes FFP stand out is that it focuses on auditing the whole supply chain to control how pesticides, land, energy, and the working environment are used. Also, it gives florists the freedom to get their flowers either from flower auctions or directly from growers who follow FFP rules. This last method guarantees fresher flowers, less waste, and a happier customer, which is the most important thing. In the long run, FFP wants to bring together all the standards that are already in place to make things easier for growers, traders, and consumers.
As in all free markets, if there is clear evidence that people want something, they will make more of it. If FFP-accredited flowers aren't wanted, they won't be grown. In 2005, about 18.1 million Fair Trade stems were sold in the UK. This shows that people are willing to buy flowers that are grown in an ethical way. Fair Trade is already the de facto standard in most people's minds, so it will be hard for FFP to get its name out there. People love to hear that FFP-accredited flowers usually cost the same as other flowers. This means that being a good egg doesn't have to hurt your wallet.
