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X5 To Start Directly Sourcing Flowers From Africa

By Dayeeta Das
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X5 To Start Directly Sourcing Flowers From Africa

Russian food retailer X5 Retail Group has announced that it will start importing flower supplies directly from Ethiopia through RVI, the company's subsidiary responsible for direct imports.

The company will import roses grown by Afriflora Sher, which are cultivated at the largest rose farm in the world, in accordance with Fairtrade standards.

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'

Commenting on the development, Quinten Peer, member of the 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 minimises chemical pesticides and maximises the use of biological pesticides, furthers the company’s environmental commitment, it said.


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

Peer continued,“We aim to pursue the 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."

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Elizabeth Schroeder. Click subscribe to sign up to ESM: European Supermarket Magazine.

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