Whole Story

The Official Whole Foods Market® Blog

Pick up Whole Trade Roses for Your Valentine

Updated January 30, 2017

This Valentine’s Day, surprise your sweetheart with Whole Trade® roses that support healthy ecosystems and thriving farmworker communities. A team member from our floral department will be happy to wrap your bouquet, and you can pick up dinner, chocolate and wine at the same time.

Why Buy Whole Trade® Roses?

We deeply appreciate when our shoppers choose Whole Trade® flowers, because your purchases are working to give back in communities worldwide. Whole Trade® growers work with Rainforest Alliance, Fair Trade USA and other third-party organizations to verify that farms meet occupational health and safety requirements, provide legal minimum wage and respect human rights. They also monitor farms to make sure they meet clear criteria for environmental responsibility — including restricting pesticide use.

To help strengthen and empower farmworker communities, Whole Foods Market also pays a “community development premium” for each case of Whole Trade® flowers. These funds flow to farmworker committees who identify local needs and allocate funds to community projects such as health clinics, scholarships, schools and housing. 

For example, at the Acrocoex flower farm in Cotopaxi, Ecuador, the farmworkers have launched many projects with community development funds, from scholarships to a dental clinic to laundry facilities. Their most ambitious project is inspired by the dream of home ownership. In 2015, community develpment funds from Whole Trade® roses helped jumpstart the construction of 98 affordable homes for workers like Loide (left) and their families, a third of which are already complete.

For more Valentine’s Day ideas, check out our handy gift guide.