The mums behind the Mothers’ Day bouquets

With Mother’s Day approaching at the end of the week, millions of us intend to turn to a trusted gift of flowers to show their appreciation to the mother figure in their lives; but are we aware of where those flowers come from?

While 20 million (39%) consumers plan to buy flowers as a gift this Mothering Sunday, more than a quarter (26%) believe most flowers sold at this time of year are grown in the UK.

In reality, the majority are imported, with East Africa, particularly Kenya and Ethiopia, playing a central role in supplying the UK market – yet only 4% were aware of this.

Despite growing consumer interest in ethical shopping, awareness remains low. Over half of UK shoppers (57%) are unaware that Fairtrade flowers are widely available to buy, in supermarkets and online retailers. Meanwhile, three quarters (76%) do not realise that many flower growers in East Africa earn below a living wage.

Aston spoke to Marie Rumsby, director of comms & advocacy at Fairtrade Foundation.

Photo by Olga Shashkina on Unsplash