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Share Your Love with Whole Trade Flowers
| Meet the Blogger | More Posts by Elizabeth Smith
This Valentine’s Day I suggest having more than one valentine. I know I will. Before your partner – or my husband – gets upset, hear me out. If sharing is indeed caring, then why not give Valentine’s gifts that use your buying power to improve the lives of others?
Care for Others
Roses are the tried and true favorite when Valentine’s Day rolls around – just look at our floral department! It's blooming with roses grown in the US and beyond, so why not put a new twist on this traditional favorite? This Valentine's Day choose Whole Trade® roses to show your loved one that you care about them and workers in the developing world. The Whole Trade® Guarantee seal means these flowers meet specific criteria including:
. The Whole Trade® Guarantee seal means these flowers meet specific criteria including:
- Meets our product Quality Standards
- Provides more money to producers
- Ensures better wages and working conditions for workers
- Cares for the environment
- Donates 1% of sales to Whole Planet Foundation®
They also give back more to the communities they come from. Thanks to the Whole Trade® Guarantee, a “social premium” amount is paid for every case of flowers Whole Foods Market® purchases directly from Whole Trade growers in Ecuador, Colombia and Costa Rica. The social premium funds support community projects, many of which involve schools and education opportunities such as these in Colombia:
- A school for the younger children with a schedule matched to that of their farm-worker parents
- A special inclusive education program for hearing-impaired students at public schools
- A unique project to enhance academic skills, achievements and competencies for adolescent girls in a local high school
See the positive impact for yourself in this short film by our friends at Dark Rye.
Spectrum of Sentiments
While the type of flower says a lot (Whole Trade = a whole lotta love), so does its color. There is a long-standing language of flowers said to have been finely tuned in the Victorian era when flowers were used to express feelings which otherwise could not be spoken. Today flower colors continue to be coupled with specific emotions and wishes.
I suggest brushing up on the meaning of a rose so you can send the right message.
RED—true love, passion and respect
DARK RED—beauty, perfection and adoration
PINK—romance and admiration
DEEP PINK—appreciation, gratitude and sincerity
LIGHT PINK—sweetness and gentleness
ORANGE—desire, passion and excitement
WHITE—spiritual love, purity and new beginnings
YELLOW—warmth, joy and friendship
LAVENDER—love at first sight
Care for Your Roses
While I can’t answer questions on how to make love last, I can help you prolong the life of your roses. Here are my four go-to strategies for stretching the life of flowers:
- Cut 1 to 1 1/2 inches from stems
- Remove any leaves that will be under water line in vase
- Fill a clean vase of fresh, room temperature water mixed with floral food
-
Recut stems and change the water every 2-3 days
- Keep them away from sunlight and extreme temperatures
How do you take care of your roses to make them last longer?
Post Updated 2/6/13: This post was updated to reflect the fact that our stores do offer flowers grown in the US, as well as Whole Trade flowers grown in other countries. Whether you choose to support Whole Trade or your local flower farmers -- or both! -- our floral department team members can help you pick the best bunch for your Valentine's Day or every day.
88 Comments
Comments
I support American grown flowers first. California flowers to me are the highest quality I have ever found. While I live in the Midwest I can consider a local flowers to be American first. Then I would support Canadian flowers. I am not against bringing in imported flowers and making a difference in South America. But by bringing in all those imports over decades it has killed the market and industry for flower farmers in America. Why would Whole Foods want to put American farmers out of business? These are FAMILY LOCAL farmers on our own home soil. Whole Foods, please stick to your brand and live up to what you say. Give us some American flower options not just on Valentine's Day but every day! Thank you.
02/05/2013 9:41:02 PM CST
I try to support American growers when I can. The carbon footprint of these flowers is so much lower because they are grown closer to us. I know flower growers both in California and Illinois and imported flowers not only take tons of fuel to get here, but they also hurt more local growers like the ones I know.
02/05/2013 9:56:41 PM CST
Was disappointed to see a company I've admired supporting 'foreign' flowers over American Grown. Surely, someone in your company has made a mistake with these statements. I won't waste my time or yours with all the reasons why you should be supporting America as I think you surely know all the many, many reasons.
02/05/2013 10:01:47 PM CST
Whole Foods should support local farmers! Local flowers will be the freshest too, as they have not been shipped thousands of miles and stressed during transport. Support your local farmers-buy local!
02/05/2013 10:20:41 PM CST
I understand many Whole Foods stores support local flowers, but if any are having trouble finding a local flower farm, they should visit the web site of the Association of Specialty Cut Flower Growers (http://www.ascfg.org). You can search for growers by location, or even by the varieties of flowers grown, and you will be amazed at the tremendous variety of fresh, local flowers available.
02/05/2013 10:28:21 PM CST
There are many hidden costs associated with outsourcing jobs...including jobs such as flower farming. Without much more specific information regarding environmental issues I feel uncomfortable. The statement "Cares for the environment" is rather meaningless. There are crops that we do not produce in the United States, and I appreciate the fair trade laws when trading with countries that we purchase those crops from. But in some cases...local is better. Help your local community and buy from them first.
02/05/2013 10:46:27 PM CST
I appreciate this conversation happening, and the fact that Whole Foods is considering better labor practices than conventionally grown flowers, though they do carry those as well. I appreciate that most of these flowers are labeled as such so we can make the choices we want to as consumers. I think purchasing Fair Trade from Ecuador/Columbia is a far cry from a socially and environmentally responsible purchase, however. I know that Whole Foods does work with some local flower farms, even here in IL...but please, highlight THOSE farms. Show your customers that you care about the social fabric of the rural communities right HERE. Most of those farms are on average 1,500 miles away or more from most of the U.S. That is a lot of jet fuel...not a very romantic thought on Valentine's Day.
02/06/2013 12:21:23 AM CST
Whole Foods is a proponent of Whole Trade Roses grown in South America? Interesting, is Whole Foods also a proponent of the Oil Industry? Shipping for these roses requires additional quantities of fossil fuel, refrigeration to keep the flowers fresh for a longer period also uses additional energy. Plus shipping the flowers from a central warehouse once they arrive in the USA to the Whole Foods Markets in the United States adds another link in this process. I believe it would better serve everyone if Whole Foods purchased their flowers locally thereby supporting the florist that make up a percentage of local Whole Foods customer bases, and providing scholarships to the children of the growers in South American. Instead of growing roses, perhaps Whole Foods could train the flower growers to grow food sustainably that can be sold in their local markets on a continuing bases and not roses that are just for a Valentines Day celebration in the United States.
02/06/2013 12:41:44 AM CST
As a former WFM floral buyer, I know how local the company actually is. The Whole Trade thing is out of fashion and a distraction from what's really important, and as you can see from the other comments, not whole at all when you consider the loss of U.S. flower farms as a result of nonsensical continued importing such as this. Please reevaluate your purchasing budgets and help your regional and store buyers support local farmers and highlight actual "whole community" local flowers instead of putting a brand name on nature and telling them what to sell from an office.
02/06/2013 2:26:57 AM CST
Why aren't you promoting USA grown flowers? WFM is a real dichotomy between local/organic and Our Brand (Whole Trade) whether or not it is local, sustainably grown, organic, domestic. Best price right?. Why not be sincere to your mission to promote the best local products grown and produced? California and Oregon have gorgeous flowers for Valentines Day, I am certain they are not within your price point but they are a heck of a lot more local and less of a footprint than those lovelies from Columbia.
Regards,
A WFM Cut Flower Vendor
02/06/2013 5:51:24 AM CST
How much will roses cost before and during Valentine's Day?
02/06/2013 8:55:02 AM CST
Boohoo! Buy American promote our farmers and support our economy!
02/06/2013 9:53:43 AM CST
My experience is that locally grown flowers not only last longer, but look better due to their freshness, as compared with imports. Please support the hard working American Flower Growers and boost our economy. Jeremy
02/06/2013 10:04:06 AM CST
We have supported Whole Foods and its idea of fresh, locally grown and organic starting with your first store in Austin, TX. Now living in New Mexico in a tiny village of 50 we are big supporters of the idea of healthy living thru our Farmer's Markets. Because Whole Foods is 180 miles from us and accessible only when we get to Albuquerque, we rely on Farmer's Markets in the area with their locally grown fresh vegetables and flowers. We are also helping our neighbors in the community this way. Having always viewed Whole Foods as an extension of this idea it was surprising and disappointing to see your article on Roses for Valentine's day. I realize we live in a world economy but when there are so many needs right here at home, would have expected Whole Foods to be supporting those in their own backyard first. Local flower growers also have needs for their families such as better schools and day care, better hospitals, low interest home improvement loans, transportation for their children, and much needed water and electricity to grow their flowers and vegetables. Let's help those here at home in the U.S.A. first with the 1% you are generously giving to the growers beyond our borders and support our local growers.
02/06/2013 10:15:30 AM CST
Sorry for the confusion, everyone! We have updated the blog post to reflect the fact that we do feature local and US flowers at our locations as well. The WTG flowers are an additional option for customers but buy no means is the only option. Check with your local store to see what other flowers options they have in stock!
02/06/2013 10:41:11 AM CST
I think a better alternative to buying imported flowers is to buy from local growers if you have any, and if not, how about a gift certificate for locally grown cut flowers or locally owned garden centers? As a cut flower farmer I appreciate each and every one of my customers and their choice to buy locally.
02/06/2013 11:57:08 AM CST
I am a regular customer of the Whole Foods in Devon, Pa. While I understand your mission I cannot support it. We have so many farmers in the US that work so hard and need us as customers to survive why would you turn your backs and import flowers. Please stick with your principals.
02/06/2013 12:27:32 PM CST
@MARCIA - Most stores will have special floral prices during Valentine's day but the prices can vary between locations. Check with your local store for quotes!
02/06/2013 12:29:23 PM CST
It appears that every purchase of Whole Trade flowers means American dollars are going overseas, where they benefit foreign workers, to the disadvantage of American farmers. Do you market any "local" produce?
02/06/2013 1:56:39 PM CST
I appreciate that you have updated your post, but it still pushes for the purchase of "Whole Trade" flowers. While it's fine, in my opinion, to have this option for those who would like to support the initiative, I as an American consumer would much rather see you advocating for buying flowers grown in the USA on Valentine's Day (or any day of the year, for that matter!). We need to take advantage of every opportunity to support our American farmers and ranchers, whether they grow flowers, fruits and vegetables, cotton, or raise cattle. I hope you will actively promote buying flowers grown in the USA in your stores. Our American farmers and ranchers need our support.
02/06/2013 2:33:44 PM CST
It would seem to me that Whole Foods, in their infinite wisdom is completely off base on this promotion. I thought that Whole Foods stood for supporting local producers utilizing sustainable agricultural practices! Purchasing and transporting flowers from distant markets solely to support these farms and their farming families seems to be leaving the core beliefs of Whole Foods forgotten. It certainly does not gaurentee that sustainable agricultural practices are being met and it certainly leaves a giant carbon footprint behind! Perhaps, if it is so important for Whole Foods to support these farmers and their families, then maybe Whole Foods can kill two birds with one stone. Support local, sustainable farmers producing flowers, and then use the profits from these flower sales to support whatever cause Whole Foods so desires!
02/06/2013 3:24:28 PM CST
South American and Canada have destroyed the domestic flower business. Stop promoting south american flowers and start buying from your neighboring farmers.
02/06/2013 6:14:59 PM CST
At least 80% of all cut flowers sold in this country are imported. I hear you say that you offer local alternatives and it makes me wonder how you measure up with your domestic and import purchases. Can you tell us what your percentages are?
02/07/2013 8:39:30 AM CST
Shame on you Whole Foods. I do not understand your promotion of imported flowers. Whole Trade guarantee or not. This goes against just about everything listed in your "mission and values" statements regarding environmental stewardship. I see no reason for you to be importing anything that is readily available in the US. By the number of other posts that share similar views, I believe it is time you changed your blog to say "Share your love with US grown flowers" and promote the fabulous, hard working flower growers right in your own backyard.
02/07/2013 6:40:33 PM CST
I saw an add today for 2dozen long stem roses for $19.99 is that available all week
02/08/2013 12:02:19 AM CST