FairFlowersFairPlants
Sales of organic goods will set a record for turnover once again in 2008, and sales of Fair Trade goods are increasing even faster. With growth rates of 25-30%, this is a booming market.
Coffee, clothing, vegetables, meat, make-up and many other commodity groups have long been part of the green movement – NOW it’s the turn of ornamental plants to ride the green wave. However, it can be difficult for consumers to navigate their way through the maze of labels for organic, Fair Trade and 117 other brands. Therefore, work has been carried out to define a common international label: FFP, Fair Flowers Fair Plants, that will give consumers a visible “green” stamp!
Visible difference with labelling
FFP is an initiative to stimulate sales of cut flowers and pot plants produced in an environmentally-sound way. Sustainable production means that the cut flowers and pot plants have been produced with stricter requirements for both environmental and social aspects. FFP gives the consumer a guarantee that the products purchased actually fulfil these requirements.
From seed to consumer
Traceability plays an important role, so all elements from producer to store must participate in the FFP scheme. Wholesalers and retailers must therefore be registered with FFP to enable them to sell FFPlabelled products. They do not need to be certified, like the producers, but must guarantee traceability of the products. It is judged that participation in the FFP scheme will probably not result in higher prices in the short term, but it will strengthen the possibilities for market expansion and image differentiation.
Shared front – shared future
At GASA, we have spent the past two years working specifically on ecology and sustainability, and we can confirm that interest in ecology and sustainability among our customers is increasing steadily. Today, more customers than just a few months ago ask for sustainable and organic plants. We are therefore working closely with a number of producers on specific development projects and initiatives to be launched in 2009.
The GASA GROUP actively participates in Fair Flowers Fair Plants, as we see ourselves as a central link in the value chain. We want to help support the new marketing possibilities provided by the green wave for both producers and customers. This is “adding value” with a focus on new possibilities.
If you would like to find out more about your opportunities to focus on ecology and sustainability, please contact Jes Grandt Nielsen, Marketing & Project Manager. E-mail: jgn@gasagroup.com