Whole Story

The Official Whole Foods Market® Blog

Go Whole Trade™ for V-Day Roses

By Jessica Johnson, February 11, 2011  |  Meet the Blogger  |  More Posts by Jessica Johnson
wt_valentines Valentine's Day and roses go hand in hand. And around here we've been thinking about not just how beautiful they are, but about what our Whole Trade Guarantee™ roses give back to the communities where they are grown. Grown in the Ecuadorian Andes by a group of Fair Trade certified farms, these "blooms with benefits" help to cultivate better working conditions and equitable wages for the farms' workers. For each case of Whole Trade roses purchased by Whole Foods Market, an additional percentage is paid directly to worker groups from each farm who collectively decide how to use the money. Some development projects have included education, training, scholarships, health care and housing. Growing conditions for roses can be finicky at best, and Ecuador has come to be one of the more popular growing environments due to its 10,000 feet elevation, proximity to the sun and its cool nights. The flower industry started there around 20 years ago and currently gives direct employment to more than 70,000 people, with indirect employment going to another 210,000 people. While on average the entire country holds an unemployment rate of 8%, there is very little unemployment in the regions where the flowers business has developed. roses_ecuadorThrough our journey with Whole Trade roses, we are learning more every day about the farms, their workers and the flowers they produce. The opportunity to share the splendor and beauty that flowers convey while simultaneously helping others…I can't think of a better way to celebrate Valentine's Day!
Category: Floral




Yuri Epshteyn says ...
I love buying roses at Wholefoods. Always fresh at great price!
02/14/2011 3:44:39 PM CST
David says ...
where do i order the roses? all i get is a lot of links and ads, but no place to order them. tell me how it works!!! do I order (how?) and then pick up at my local store, and pay then? nothing tells me how to use this, and that should be the first thing you tell me.
02/07/2012 1:23:16 PM CST
janejohnson says ...
@David If you're having trouble, you can always contact your store directly to learn if you may order the roses online or if you must pick them up in store. The link below will help to identify their contact information. Also, some regions may order these roses through our online store (link below). Make sure you select your store location of preference so that the store has your order on hand and not a different location. Sorry for your frustrating experience! http://www.wholefoodsmarket.com/shop/ http://www.wholefoodsmarket.com/stores/
02/07/2012 3:51:54 PM CST
leonard kessel says ...
w whole foods is our favorite store in ma. we trust the quality and fair prices.
02/12/2012 1:26:25 PM CST
RR says ...
How do I order roses for valentine's day?
02/07/2013 2:09:19 PM CST
John Peters says ...
I saw your banner out side of the Wholefoods Market in Reston Virginia (24 roses for $24.99) but i can't find where to order. I have never done anything with Wholefoods online but i do shop at your store regularly, can you please point me in the right direction for purchasing Valentines roses for my honey bunny. Thank you in advance
02/07/2013 7:57:41 PM CST
Nikki - Community Moderator says ...
@RR & @JOHN - We offer online ordering for certain locations on our website at http://www.wholefoodsmarket.com/online-ordering. Make sure that you have chosen the correct store location that you plan on picking up the flowers from in the drop down options.
02/08/2013 12:01:23 PM CST
Carolyn C Newman says ...
I was surprised to find out my roses came from and Ecuadorian Andes. I have visited Ecuador twice on mission trips, and love it there. I have worked in the Andes Mountains, and indeed, they do grow the most beautiful roses. I love my beautiful red roses that my husband purchased from Whole Foods in Chapel Hill. Thank you!
02/16/2014 3:46:40 PM CST