Anyone who buys roses at Lidl automatically chooses fair trade: from now on, roses in all Belgian stores of the discounter will carry the Fairtrade label. In this way, the retailer contributes to structural improvements on the plantations.
“Powerful signal”
Lidl Belgium is switching entirely to certified roses in all its stores. It is a decision that fits in with Lidl’s consistent Fairtrade commitment, the retailer announced in a press release. With annual sales of more than 8 million single roses in Belgium, this choice translates into a tangible impact on the international flower sector. A fixed Fairtrade minimum price and an additional premium allow for improved working conditions, the promotion of local educational opportunities, and investment in more climate-friendly cultivation methods.
“We are proud that we can now offer our customers the assurance of a 100% fair product, without compromising on the freshness and price they have come to expect from us,” says Isabelle Colbrandt, spokesperson for Lidl Belgium & Luxembourg. “Lidl’s decision to take this step sends a powerful signal to the market that things can and must change,” emphasizes Philippe Weiler, CEO of Fairtrade Belgium. “The international flower sector faces major challenges. Workers often enjoy insufficient protection, women are systematically disadvantaged, and soil pollution is the rule rather than the exception.”
Fairtrade figures show that around 14 million Fairtrade-certified flowers are sold in Belgium every year. In 2024, this generated €119,000 in Fairtrade premiums, which were paid on top of the market price to around 75,000 workers. Aldi has also been selling only Fairtrade roses since 2018.
