From 1 January 2013, the marketing and operational activities for the Fair Flowers Fair Plants label will be continued in collaboration with MPS. This was decided by the FFP and MPS organisations today. Together, they will also continue to work on the same aim for this important sustainability label for floriculture products. Working with growers, traders and florists, MPS and FFP are trying to make sustainably-grown floriculture products the largest range of products on the market.
The Fair Flowers Fair Plants label has already been on the European market for around seven years and is used by many florists and garden centres (chains), mainly in Sweden, Austria and Germany. Here, retailers recognise the importance of profiling themselves with products which are grown with respect for people and the environment. According to the collaborating partners, this label has never a had major breakthrough in Europe because the supply and marketing have not been properly coordinated. There are sufficient numbers of growers who wish to (and can) produce sustainable products. However, they are still taking too little initiative together with wholesalers, retailers and trade organisations to make these sustainable products recognisable to consumers. The FFP foundation has not yet managed to stimulate the market to the required extent. FFP is convinced that its cooperation with MPS will give it greater strength and that the parties will be able to successfully establish the label on the market on a wide scale.
Working together with certifying companies
The Fair Flowers Fair Plants label focuses on sustainably-produced flowers and plants, grown in a way which causes as little harm to the environment as possible and in a socially responsible manner. Because of the traceability and recognisability of the floriculture products, consumers can check whether this is indeed the case. Growers all over the world can market their products under the Fair Flowers Fair Plants label. To do so, however, they must possess an environmental and social certificate which satisfies the FFP standards. This certificate need not come directly from MPS. MPS will also continue to collaborate with other certifying organisations. These are organisations which also give producers the right to use the Fair Flowers Fair Plants label, such as KFC-Silver, Fiore Giusto, Fair Choice and Forest Garden Products.
Mobilising growers and traders
After a period of preparation, 2013 is packed with marketing and communication activities for Fair Flowers Fair Plants. First of all, certified growers and traders will be encouraged to offer a constant stream of sustainable products, across a wide range. This will allow Fair Flowers Fair Plants to make it attractive for florists and garden centres to sell products under the label on an ongoing basis. Other chain partners will also be included in this process. These include floral delivery drivers, cash & carry stores, shipping exporters, retailers' organisations and marketing agencies in the sector.
Consumer-oriented promotion
In addition, a great deal of priority will be placed on increasing brand familiarity in 2013. Everyone in the chain must be made aware what Fair Flowers Fair Plants stands for. Consumer-oriented promotion will be used to raise awareness among the general public. In addition, MPS and FFP will make it easier for companies to participate. For example, the label will soon also apply to bouquets put together by the trade from products which originate from certified companies. In addition, it will soon be possible for participating growers to already display the Fair Flowers Fair Plants label on the sleeve or label.
FFP and MPS are facing their joint future with a great deal of confidence. For further information, please visit www.fairflowersfairplants.com.
The FFP foundation is an international floriculture organisation which is backed by producers' and trade organisations, trade unions and NGOs. FFP's mission is to make sustainable flowers and plants the mainstream of the market.
The MPS foundation is an organisation which develops and manages certificates. These certificates ensure that, all over the world, sustainability is increasingly becoming part of the day-to-day activities in the horticulture sector. An MPS certificate gives entrepreneurs access to all kinds of sales channels. Sjef Langeveld (chairman of FFP) and Gerrit Ravensbergen (chairman of MPS) celebrate their collaboration agreement with Chris Leichtenberg (florist).
Source: Fair Flowers Fair Plants