X5 Retail Group, Russia’s leading food retailer, announced it will start importing flower supplies directly from Ethiopia. The company aims to do so via its subsidiary responsible for direct imports, RVI.

The retail group will import roses grown by Afriflora Sher, a company that boasts “the largest rose farm in the world,” it has been learned, cultivated in accordance with Fairtrade standards.

This makes X5 the first Russian food retailer to deliver fresh flowers not only from Ethiopia but from Africa as a whole.

The flowers will be offered for sale in Pyaterochka and Perekrestok stores in Moscow, the Moscow region and St. Petersburg. X5 will be Russia's first food retailer to deliver fresh flowers directly from Africa.

'Sustainable Development Strategy'

Regarding the development, Quinten Peer, a member of X5’s management board, said, "X5 Retail Group is committed to implementing its sustainable development strategy as an integral part of its overall business strategy. Responsible consumption and sustainable resource management are both among the company's strategic focuses."

Importing roses grown in an eco-friendly and safe manner that minimizes chemical pesticides and maximizes the use of biological pesticides furthers the company’s environmental commitment, he said.

Cultivating the roses in Ethiopia reduces the carbon footprint associated with the production, by using fewer natural resources than producers based in areas with colder and drier climates.

“We aim to pursue sustainable development goals together with our partners and suppliers. Thanks to our partnership with Afriflora Sher, we not only confirm our intention to follow the sustainable development goals, but we also increase our share of direct imports,” Mr. Peer added.

Source: European Supermarket Magazine