RADICCHIO NOT ROSES 2022
A bouquet of seasonal Radicchio from Veneto, Italy. Arranged by florist Kasia Borowiecka
250 million roses are grown each year for Valentine’s Day.
Roses are in bloom from mid-spring to fall. However, more are sold for Valentine’s Day than at any other time of year.
It’s time to retune to the seasons.
This year, give seasonal flowers — Camelia, Cyclamen, Winter Cherry Blossom — not roses. Or choose Radicchio.
ROSES
ORIGIN
Stems are imported from the Netherlands, Colombia, Ecuador, and Kenya, where large-scale monocultural plantations dominate.
GROWER
Predominantly picked by a huge workforce of women who face more exploitative working conditions than their male counterparts and are paid below the living wage.
CULTIVATION
Grown intensively in greenhouses. Most are sprayed with chemicals and each stem requires 10 litres of water to reach full size. Once picked, they are artificially preserved in fridges and wrapped in plastic.
USES
Wasted at end of life.
Radicchio
ORIGIN
Grown in Veneto, Italy, where heritage varieties are naturally adapted to the region’s soils and climate and play an important role in cultural identity.
GROWER
Growers use seeds and cultivation methods passed down the generations, helping to preserve cultural artistry on the brink of extinction.
CULTIVATION
Adapted to their growing region, plants are cultivated in open fields without the use of chemical sprays or fertilisers. Growers hold out for first frosts to harvest their crops, knowing that this is the key to vibrant, bittersweet heads.
USES
Best braised, grilled or eaten raw.
Further reading
Society of American Florists
OEC, ”Cut Flowers”
NTAE, “New Harvests, Old Problems: Feeding the Global Supermarket”
The International Journal of Life Cycle Assessment, A comparison of cut roses from Ecuador and the Netherlands
Architectural Review, War of the Roses: The Exploitation of the Flower Industry
Global News, Where Does Your Bouquet of Roses Come From
Solidarity Collective, The True Cost of Flowers
International Labour Rights Flowers
The Guardian, The Women Suffering for Your Valentine’s Day Flowers
Witness for Peace video on International Flower Workers’ Day
Vox, The Hidden Environmental Costs of Valentine’s Day
We exist to fix the food system.
People are more cut off from the origins of their food than ever. This makes flavour, nutrition and farming practices that protect the planet, almost impossible to find.
By working directly with growers, we create a more sustainable way forward for farming. By giving everyone the tools to understand the power of our food choices, we empower everybody to become drivers of change.
Now is the time for action. Join the food system revolution.
Go beyond four seasons
Each fruit and vegetable has its own season, with subtle shifts which happen every day. Follow their microseasons to unlock flavour at every stage.
WHAT’S IN SEASON?
Know where your food comes from
We know the name of the people behind everything we source. Recognise their growing artistry to find out exactly where your food comes from (and why that matters).
MEET THE GROWERS
Make your diet diverse
Our growers work with varieties chosen for quality and nutrition, not yield. By selecting their crops you keep heritage seeds in play, add to ecosystem biodiversity and preserve unique flavours.
PEAK SEASON BOX
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