News Releases

Largest U.S. Supplier of Cut Flowers Marks Ten-Year Commitment to Floral Quality

Colombian Flower Industry Celebrates Socially Responsible, Environmentally Friendly Florverde® Label

January 24, 2007 — The Colombian Association of Flower Exporters, Asocolflores, is proud to announce the 10-year anniversary of Florverde®. Florverde® is a unique certification program created by Asocolflores to improve Colombian workers' quality of life and to ensure Colombian-grown flowers meet specific environmental standards.

Today, approximately three-fourths of all cut flowers imported into the U.S. — two billion stems — come from Colombia.

"The Colombian flower industry has made significant advancements since the creation of the Florverde® certification. Today, the Florverde® label is recognized among commercial flower buyers in the United States and Europe as assurance that our flowers have been grown in compliance with social, environmental, labor, and occupational health and safety standards," said Asocolflores Chairman of the Board Ernesto Velez.

To mark the 10th anniversary, a new web site will be launched in February of this year. Florverde.org will educate growers, buyers and the public about Florverde's standards and guidelines and make additional certification information readily available.

"The Colombian flower industry is committed to increasing the number of growers that are Florverde®-certified," said Vélez. "This website will act as a resource to wholesalers, retailers and others in the distribution chain looking for information on the Florverde® label." Currently, more than 165 Colombian farms participate in the Florverde® program, representing half of the cultivated area in the country.

The Florverde® certification and standards were developed by Asocolflores a decade ago as a way to improve the lives and living standards of floral farm workers and their families; to preserve and protect the environment for the industry's farmers for generations to come; and to ensure high-quality, affordable flowers for consumers year-round. In order to receive Florverde® certification, participating farms must comply with all compulsory standards and codes of conduct, including operational and social guidelines. Certification is verified by an independent third party, SGS, a renowned international audit company based in Switzerland.

One of the most compelling aspects of Florverde® is its focus on the health and welfare of the Colombian worker. Florverde's stringent workplace standards are designed to improve the lives of Colombian workers by providing social programs that support workers and their families, fostering a system that facilitates personal and professional growth and opportunity, and by creating and maintaining a safe work environment.

Environmental standards and care and handling measures defined by Florverde® represent safe, sustainable floriculture and yield an abundant supply of beautiful flowers that are available throughout the year. Florverde® certified farms operate consistently with U.S. regulations for the application and use of agricultural chemicals. Workers are educated and trained in the safe use of these chemicals and provided safety equipment appropriate to the job task — ranging from protective clothing and gloves, to equipment that is ergonomically beneficial, to showers on site. In addition to training programs, Florverde® farms also implement risk analysis, emergency plans and oversight committees comprised of both management and workers to protect employees from chemical exposure and work-related injuries.

Florverde® also encourages overall improvement in the Colombian floriculture industry by offering farms not yet involved with Florverde® the opportunity to participate and work toward certification. Through ongoing communication, Florverde® works with farms to diagnose specific needs and then implement a plan to meet those needs — whether through capital improvement or specific social programs — and achieve certification.

Americans typically spend $20 billion per year on flowers and plants. With more than 50 types of flowers grown in Colombia, it is the largest supplier of fresh cut flowers to the United States. To learn more about Florverde®, visit: www.florverde.org