The first importations made by Flora Toscana of “conventional” (not Fairtrade certified) African cultivated roses began in 1991, when, in order to compensate for the lack of a local/national product during the winter, the cooperative decided to import cut roses directly from Africa, and more specifically from Zimbabwe.
In some ways, it was a difficult commercial choice because, as a cooperative composed by producers, some members did not agree with this “incursion” as it was seen as a menace towards their product, nonetheless it was also a business necessity that allowed the cooperative to expand the assortment and maintain its customers.
Furthermore, it was a difficult decision from an ethical point of view, despite recognising the African suppliers a market price Flora Toscana knew how low the labour costs were at the time, the cooperative felt to be part of a “colonialist” system and had a difficulty in reconciling this aforementioned ethical problem with the necessities and requests of its own floricultural market.
When in 2006 the opportunity of importing from developing countries through the Equo and Solidal commerce, we embraced the idea. This was the first step toward a more mutualistic spirit in line with cooperative’s beliefs, not mere charity, but a real support to local populations.
