Fairtrade International is helping ensure that the beauty of flowers extends to the lives of the people who grow them. FloralDaily sat down with Gonzaga Mungai, Flower Manager, South, at Fairtrade International, to explore the roots of the Fairtrade movement, how Fairtrade certification is creating positive change in the flower industry, and why Fairtrade flowers are a gift that gives twice.

How it all began
Fairtrade labelling began in the 1980s. "It started in response to the struggles of Mexican coffee farmers after the collapse of world coffee prices. This price crash was a major factor in the launch of the first Fairtrade certification label, set up by a Dutch development agency. The first 'Fairtrade' coffee from Mexico was sold in Dutch supermarkets in 1989. It was branded 'Max Havelaar', after a fictional Dutch character who opposed the exploitation of coffee pickers in Dutch colonies. And since then, Fairtrade has expanded to encompass a wide range of products, including flowers and plants, and a number of projects and initiatives that aim to improve the lives of disadvantaged farmers and workers across supply chains."

Fairtrade certified, what it means
Fairtrade aims for sustainable development and fair trade, especially in developing countries. The focus is on fair prices, decent working conditions for workers, environmental protection, and the Fairtrade Premium that is used to benefit workers and their communities, Mungai explains. But what does Fairtrade certified actually mean? "If a producer organisation or trader is Fairtrade certified, it means that our independent certifier Flocert has checked that the Fairtrade Standards that include social, economic, and environmental requirements are being met. Flocert can suspend or decertify a producer organisation or trader when core requirements are violated. However, the focus is on giving Fairtrade producers the opportunity to address any issues or problems and improve over time."

Fairtrade Premium
Fairtrade Premium is what sets Fairtrade apart, he says. "The Premium is an extra sum of money on top of the stem price that workers can invest in any way they choose. This could include essentials such as healthcare, education, and housing, as well as developing businesses and local projects. According to the latest data, in 2023 Fairtrade certified flower and plant farms earned more than €7.3 million in Premium. This means that more than 75,000 workers and their communities benefited from these funds. A recent Fairtrade study found that flower workers in Kenya received around €107 worth of economic benefits per year through the Fairtrade Premium. These benefits are a considerable economic support, particularly for women workers, who often have lower wages than men. With flower workers' salaries averaging around €895 per year, the Premium supports workers who earn below the living wage benchmark of €2,808. So, by choosing to source flowers on Fairtrade terms, retailers and flower buyers are reaching more flower workers with much-needed economic and social benefits thanks to the Fairtrade Premium, but they are also helping workers free up more of their wages to be used for other essential spending. It's a win-win."

"Proud of our progress"
Navigating a complex global supply chain presents no shortage of challenges, yet Fairtrade remains steadfast in its mission to drive positive change. The organization takes pride in the strides made so far, "achievements that are only possible thanks to the deep collaboration across its value chain, from producers and workers to retailers and consumers," says Mungai.

He and his team are especially proud of Fairtrade's impact on workers' lives through better working conditions and through the impact made possible by Fairtrade Premium, where workers invest in initiatives that bring real, lasting transformation to their lives and communities. "A classic example is the Naivasha Women's Hospital, now the second-largest maternal referral hospital in Kenya. The workers in Naivasha's flower growing region of Kenya invested their Premium funds and helped build the hospital's maternal wing. Initiatives like this are only possible thanks to our dedicated global network of retailers, Fairtrade certified producers, and traders."

"As a member of the Global Living Wage Coalition, Fairtrade has also been a pioneer in living wage work, where we are developing living wage benchmarks, increasing awareness, and advocating for fair compensation across various supply chains. One key tool in our Fairtrade Standards is the Floor Wage requirement, introduced in 2019 for countries without sector minimum wages. This provision helps protect workers from falling below the poverty line, and it has led to wage increases of 33 to 120 percent in countries like Uganda and Ethiopia where it was first implemented."

"Through our Fairtrade producer networks, we maintain a strong presence in Fairtrade flower producing countries. This enables us to provide direct support to certified producers and workers to address the most salient risks in the supply chain. It has also allowed us to implement pioneering programmes on gender equality and workers' rights, initiatives that go beyond certification to promote sustainable livelihoods and decent work in the floriculture sector."

Potential for growth
Since launching in 2002, Fairtrade Flowers are now available in 14 markets across Europe. The product variety has also grown from traditional single stem standard roses to various flower types, such as lilies and carnations, assorted bouquets, and potted plants. According to Mungai, the market has remained stable in recent years, shaped by post-pandemic realities and economic challenges in European markets, like inflation and the war in Ukraine. "Meanwhile, the number of Fairtrade certified growers has steadily increased, which means the proportion of volumes being sold on Fairtrade terms per farm is declining. According to our latest data, Fairtrade producers sold approximately 920 million Fairtrade flowers, representing about 21 percent of total flower volumes they produced." Nevertheless, he sees tremendous potential for growth informed by high consumer awareness of the Fairtrade label. "We are partnering with more retailers to stock Fairtrade flowers and encourage them to offer a wide variety of flowers. We also encourage consumers to choose Fairtrade Flowers this Mother's Day, knowing they are grown by workers on farms committed to fairness and sustainability."

Fairtrade flowers for Mother's Day
In less than a month, Mother's Day will be celebrated in many countries. And Mungai expects that increasingly more buyers will choose Fairtrade flowers. "People are more conscious of their choices on the social and environmental level. Our Standards are in line with International Labour Organization conventions, which means workers can join a union and that safety is a priority. Plus, Fairtrade flowers also have a lower environmental footprint because our Standards also require irrigation with reduced water consumption, strict waste management, and respect for biodiversity. And highly toxic pesticides and GMOs are also prohibited."

"When choosing Fairtrade flowers, you are choosing more than a beautiful bouquet," Mungai stresses. "It is a choice to help ensure that flower farm workers are treated with dignity, paid fairly, and assisted in making meaningful changes in their communities. It is a small gesture of love that carries a big impact—one bloom at a time."

Originally published on Floral Daily