"Valentine's Day is the perfect moment to evaluate the UK's relation with flowers"

SSAW Collective has started a campaign to make consumers aware of the eco-impact of roses.  The community of florists, growers and chefs has launched a new campaign called ‘Why Buy Roses in February?’ to highlight the consumption of roses over Valentine’s Day. The campaign seeks to help consumers think about why they buy roses, where they come from in the first place and to choose a more eco-friendly option instead.

SSAW Collective’s campaign aims to encourage consumers to ‘wake up and smell the roses’ about this popular love token - and to also change attitudes towards flowers as a whole. Just like food provenance, SSAW Collective wants consumers to choose flowers in line with the season, with an emphasis on home-grown varieties and regenerative farming practices.

And advocating for small, independent UK growers that follow sustainable and ethical practices. The carbon footprint of seasonal flowers is significantly reduced too.

Co-Founder, Jess Geissendorfer, says: “There’s no better time to examine our relationship with flowers here in Britain. We have so many beautiful British varieties and flower farms in the UK, treating yourself to a bunch of cut flowers doesn't need to come at an environmental cost to our planet."

Read the complete article at www.pebblemag.com


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