LOS ANGELES, CA (May 7, 2012) You’ve blossomed into the person you are today because of her — now it’s time to show Mom how much you care with a bouquet of flowers that will brighten her day. Exclusive to Whole Foods Market®’s Southern Pacific region — including locations throughout Southern California, Las Vegas, Arizona and Hawaii — Whole Trade flowers from Florecal, are the perfect way to cheer up any home and light up the lives of others. Florecal bouquets start from $17.99 and will be on sale from $15.99 during the Mother’s Day weekend.

“When our shoppers purchase Whole Trade Guarantee flowers they’re not just getting a beautiful, high-quality bouquet, they’re investing in a product that makes a difference in the lives of the people who grow them,” said Jeff Biddle, Whole Foods Market regional produce coordinator, Southern Pacific Region. “Whether you’re on the hunt for sunflowers, soaps, or Mom’s favorite snack, Whole Foods Market is the one-stop-shop for all your Mother’s Day needs.”

Each year Florecal produces 27 million stems, including 124 different commercial varieties. Located in Cayambe, Equador, the 70-acre Florecal flower farm goes above and beyond caring for its employees as well as the environment. Meeting Whole Food Market’s Whole Trade Guarantee, Florecal ensures its employees better wages and working conditions. At Florecal, the farm treats it employees like family, providing employees with meals, a medical center with full-time staff, free childcare as well as an annual trip, paid for by the farm.

“By supporting our farm, halfway across the world, Whole Foods Market and its shoppers are making an incredible difference in the lives of our 415 employees and their families,” said Natalia Diez, president of Florecal.

Whole Foods Market’s Whole Trade Guarantee ensures that growers get equitable wages and working conditions while also caring for the environment. Additionally, funds from Whole Trade Guarantee sales support community development projects in the countries products are sourced from, such as schools, education programs and health services.

“Whole Foods Market has not only sought out the finest roses in South America for Mother’s Day but is paying a 10 percent premium to improve the lives of flower workers, most of whom are women and many of whom are mothers themselves,” said Paul Rice, president and CEO, Fair Trade USA. “In fact, Whole Foods Market was the first US retailer to generate $1 million in Community Development Premiums which has funded hundreds of scholarships for children and adults, provided micro loans for small businesses, cancer screening for women and decent housing for the community.”

For additional information on Whole Foods Market’s Whole Trade Guarantee, please visit https://www.wholefoodsmarket.com/products/whole-trade.php.