VeriFlora

Roses are red — and now they may also be green, with a newly created sustainability certification program for cut flowers and potted plants called VeriFlora. Not all that long ago, organically grown cut flowers were almost impossible to find outside your own garden or local farmers' market. But now the business is booming; the demand for organic flowers is soaring, growing by 50% between 2004 and 2005.

This year, the flower industry has introduced a new eco-label and certification process that lets consumers know when bouquets and potted plants have been sustainably grown under conditions that, among other criteria, meet fair labor standards and adhere to organic methods. This means the growers have shunned the hazardous chemicals that are commonly used in flower production and that have been linked to health problems for the workers who handle them. VeriFlora standards also demand that flower growers conserve water, protect local ecosystems, recycle and comply with labor standards.

And on a practical level, it establishes guidelines for retailers, shippers and growers to ensure the quality of the flowers — and a longer lifespan in your vase.

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