For the first time, all of Waitrose' Valentine's Day bouquets this year will contain flowers grown and supplied through Waitrose Foundation farms in Kenya. With shoppers looking for more thoughtful choices when they shop. This Valentine's offer gives customers the option to give a bouquet that gives back.
Waitrose Foundation flower farms have been in operation since 2009, and currently, the Foundation supports 8,000 workers across 5 farms in Kenya and Tanzania. Each year, flowers including roses, spray carnations and lisianthus accrue in the region of £700k towards the Foundation. The funds have helped to deliver over 115 projects in Kenya, the majority focussed on education, healthcare and micro-loans to boost economic empowerment for workers.
Along with daily necessities for flower farm workers - such as new solar lamps (to save on energy costs) and gas stoves (to avoid breathing in toxic fumes and saving time and money on sourcing firewood) - the Foundation is also delivering climate resilience programs, with some aspects in partnership with the FCDO's Work and Opportunities for Women (WOW) program. The program aims to support farmers and workers to better adapt to climate change, diversify their incomes, provide water security to flower farm communities and enhance women's leadership in climate-smart agriculture.
Charlotte Di Cello, Waitrose Commercial Director and Chair of the Waitrose Foundation Global Board, said: "No other UK supermarket can boast having a dedicated initiative for its workers like the Waitrose Foundation - it's a totally unique and sector-leading way of giving back to the vital people who supply some of our everyday groceries. By investing 2% of sales back into the communities where we source our fruit, vegetables and flowers, we're able to support vital projects like maternity clinics, childcare facilities and schools. We've seen first-hand the incredible impact these initiatives have, creating a brighter future for families."
2% of the sale of Waitrose-foundation labeled products is invested back into the community where it was grown, picked and packed. Funds are dedicated to improving the livelihoods of farmers, workers and their communities, through projects chosen by the workers themselves.
The Waitrose Foundation marks its 20th anniversary this year. Since its inception, over £22m has been generated by customers' purchases, enabling the delivery of over 2,000 community-led projects across 10 countries in Africa, as well as one farm in Costa Rica. In 2023, Waitrose Foundation projects reached over 166,000 farmers, workers and community beneficiaries.
Customers can shop the Waitrose Foundation bouquets range instore from Monday 10th February 2025.
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