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Fair Trade and Social JusticeGlobal Ethnographies$
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Sarah Lyon and Mark Moberg

Print publication date: 2010

Print ISBN-13: 9780814796207

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814796207.001.0001

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Fair Flowers

Fair Flowers

Environmental and Social Labeling in the Global Cut Flower Trade

(p.72) 4 Fair Flowers
Fair Trade and Social Justice

Catherine Ziegler

NYU Press

This chapter examines how fair trade certification differs from competing certifying organizations in the cut flower industry, and what benefits these certifications bring to growers, farm workers, and consumers. Drawing on research conducted in 2008, including semistructured interviews with flower growers, U.S. wholesalers, retailers, and executives of certifying and grower organizations, the chapter considers whether competing labels lead to confusion and possibly disenchantment with certification systems. After tracing the evolution of the global flower trade, the chapter compares European and U.S. delivery chains for fresh flowers. It then discusses European certifying organizations as well as two floral certification systems in the United States, TransFair USA and VeriFlora. It also explores whether the expansion of fair trade certification in the flower industry has contributed to “the co-option and dilution of fair trade” and its core objectives.

Keywords:   fair trade, certification, cut flower industry, flower growers, Europe, certifying organizations, TransFair USA, VeriFlora, United States

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