Co-op has become the first UK retailer to change its range of fresh-cut roses to 100% Fairtrade in a move marking the 30th anniversary of the Fairtrade Foundation.

The roses are sourced from Fairtrade farms in Kenya and Ecuador and aim to reaffirm Co-op’s commitment to Fairtrade, after it first converted its own-brand standard bunches and single-stem roses to Fairtrade in 2012.

The change also comes amid Fairtrade’s 30^th anniversary, which the convenience retailer has celebrated with the launch of a new packaging redesign, featuring the message “a whole bunch fairer”.

Co-op horticulture buyer Victoria Dallas said: “Supporting Fairtrade remains as important to our member-owners, customers and to us today as it did when it first began 30 years ago and with Fairtrade communities at the frontline of the climate crisis struggling with the impacts of the unpredictable weather, we’re proud to be continuing to pioneer fairer terms for the flower producers with our latest announcement.”

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Fairtrade Foundation partnerships director Kerrina Thorogood added: “We are thrilled Co-op’s roses range is now 100% Fairtrade and congratulate them on becoming the first major retailer to achieve this.

“Customers can now be sure that every beautiful rose bought from a Co-op store has been grown on a farm where workers enjoy better safety standards and working conditions with optimised water use and sustainable farming techniques.”