The first imports of “conventional” African-grown roses — meaning not Fairtrade-certified — for Flora Toscana date back to 1991. To make up for a shortage of local and national products during the winter season, the cooperative decided to import cut roses directly from Africa, specifically from Zimbabwe.
It was, in some respects, a difficult commercial decision because, as a producers’ cooperative, some members did not welcome this “incursion”, perceiving it as a threat to their own products. However, it was driven by the commercial need to expand our range and retain our customer base.
It was also a difficult choice from an ethical perspective. Although Flora Toscana paid suppliers market prices, the cooperative was fully aware of labour costs in Africa and felt, in some ways, part of a “colonialist” system. At the same time, as a business, there was the need to respond to market demands.
When, in 2006, the opportunity arose for flowers as well to be imported from developing countries through fair trade, we immediately embraced the idea. It represented a first step towards a form of trade that felt closer to the cooperative’s mutualistic spirit: not mere charity, but tangible support for local communities.
Our choice therefore focused on a fair trade product that also respected the environment and was guaranteed by Fairtrade certification, which applies fair trade principles according to internationally recognised standards.
