With sales of flowers up 13% for Mother's Day 2024, and roses continuing to be bestsellers, the Waitrose Foundation Mother's Day bouquets smell all the more sweet, as they're a gift that truly gives back.
Available in-store from March 26th, Waitrose Foundation bouquets include flowers grown, picked, and packed through Foundation farms in Kenya. A percentage of the sales from all Waitrose Foundation-labeled products is invested back into the communities they're sourced from, with funds dedicated to improving the livelihoods of farm workers and their families.
Special delivery
Over the last 10 years, the Waitrose Foundation has funded a maternity unit that ensures the safe delivery of up to 4,000 babies every year.
In 2015, the Waitrose Foundation partnered with Karen Roses farm and the Baringo County Government to build a new maternity unit, replacing a smaller, inadequate facility and significantly improving maternity services in the area. The facility has provided quality maternity care to thousands of women each year, with a dedicated surgical theater, ultrasound, and X-ray equipment.
Staffed with five doctors and 15 nurses, the unit provides quality care as well as community outreach programs, further supporting maternal health by educating expectant mothers on the benefits of hospital births and HIV prevention.
Charlotte Di Cello, Waitrose Commercial Director and Chair of the Waitrose Foundation Global Board, said: "From providing essential maternity and healthcare services, to microloans for economic empowerment, the Foundation is committed to empowering women and creating a brighter future for them and their communities.
"By investing back into the communities that produce some of our stunning flowers, as well as everyday groceries, the Waitrose Foundation helps to improve lives with every sale. When we talk about food to feel good about - this is it."
To address the challenge of childcare that mothers face once they're ready to return to work, the Foundation has recently supported the construction of a new crèche at Karen Roses farm. The facility has the capacity to welcome 100 children, so that their parents can feel assured while at work that their children are safe and happy.
A gift that gives back
One particular bouquet this Mother's Day features a unique, hand-beaded decoration, meticulously crafted by women's community groups from formerly opposing tribes in Northern Kenya.
Waitrose Foundation Roses Bouquet with Heart Decoration, £15
The UPEED (United for Poverty Eradication & Economic Development) and SATUBO Segera women's community groups were established to empower women, provide skills and training, and improve livelihoods for young and vulnerable community members.
The SATUBO group is made up of women from three communities in Northern Kenya, which face challenges caused by a lack of education, poverty, and limited access to employment.
The Waitrose Foundation marks its 20th anniversary this year. Since its inception, over £22 million 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.
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