Fairtrade roses are a sales success: 1.4 million are sold for Mother's Day

K-food stores have been systematically promoting Fairtrade for 18 years now. The first Fairtrade products - coffee and tea - were sold in K-food stores already in 1999, the same year as Fairtrade Finland began its operations.

Cooperation has been continually deepened and developed over the years. Fairtrade products guarantee that farmers are always paid at least a guaranteed price plus a Fairtrade premium.

"In 2015, we set the target that by 2018 we would be paying half a million euros in Fairtrade Premiums to farmers for the Fairtrade products sold in K-food stores. That target was achieved well ahead of time because the amount we paid last year clearly exceeded the target and totalled 574,179 euros," says Ari Akseli, Vice President for Commerce of Kesko's grocery trade.

Pirkka Fairtrade flowers have been a great sales success, in fact almost every second Fairtrade product sold in a K-food store is a flower.

K-food stores have also played an important role in increasing the market share of Fairtrade roses. A third of the roses sold in Finland are now Fairtrade roses and around 1.4 million roses are sold annually for Mother's Day in K-food stores. The combined sales of Fairtrade flowers sold in K-food stores in 2016 produced a Fairtrade Premium of 268,358 euros.

"Our flower selection has long been developed on Fairtrade lines. We have emphasized the rights of the flower farm workers and the consideration of the environment," says Liisa Myllylä, Kesko's Purchase and Sales Manager for flowers.

"For example, in Kenya, Pirkka's co-operation with Oserian Flower Farm began in 2010 and Fairtrade Premiums have greatly contributed to the lives of women and their families working at Oserian.

"Fairtrade Premiums have, for example, been used to refurbish and extend school and day care centres and purchase kitchen appliances such as stoves," declares Myllylä.