Using Poinsettia's to gain a living in Uganda

Poinsettia. Kerstster. Stella di Natale. Weihnachtsstern. "No matter how you say it, this beloved plant embodies the spirit of the Christmas season. One Fairtrade-certified flower farm is rallying its partners across Europe to set aside local market differences and unite in a mission: to ensure living wages for the hardworking hands that nurture these festive blooms."

Olav Boenders, the CEO of Wagagai - a Fairtrade-certified flower-cutting farm in Uganda - has a heartfelt plea for partner companies: invest just 0.5 Eurocent for every poinsettia cutting purchased into the Fairtrade Cents Bonus Fund. This small contribution can help dismantle the cycle of poverty caused by poor wages and could be an example for other plant cuttings to follow at a later stage, states the Fairtrade International.

Since 2017, Wagagai has been on a journey with Selecta One, a German breeding company that took the step of increasing its Fairtrade Premium payment to 5 euro cents per poinsettia cutting. This approach seeks to ensure that 0.5 euro cents stays with the Fairtrade Premium Committee for community-selected projects like education and healthcare, while the remaining 4.5 cents directly support the Fairtrade Cents Bonus Fund, providing financial relief to workers in the lowest wage brackets.

According to Fairtrade International, in 2023 alone, Wagagai sold 1.6 million Fairtrade poinsettia cuttings, which generated €73,173 for the Fairtrade Cents Bonus Fund. This allowed the 1,551 workers in the company's lowest wage categories to receive a bonus that amounted to nearly an entire extra month's salary. To date, the total distributed from this initiative has reached €392,799, they add.

"For me, this is clear evidence that we can create real change with just a few cents on a small volume of cuttings. We can strive for living wages without burdening consumers with higher prices, but it requires a genuine commitment and a desire for action—not just words," said Boenders.

Adding to this sentiment, the CEO of Selecta One, Per Klemm, said, "Our commitment to Fairtrade and the Cents Bonus Fund is about more than just business; it's about uplifting communities and ensuring that every worker can thrive. Only together, we can sow the seeds of change."

"The success of this project hinges on volume." Boenders highlighted that Wagagai sells around 55 million poinsettia cuttings annually and close to 500 million cuttings in total. " The impact would be revolutionary if all the company's importing partners contributed just 0.5 cents per cutting—this would amount to €2.5 million dedicated to living incomes and beyond."

The Fairtrade Cents Bonus Fund is governed by representatives from the local trade union, the Fairtrade Premium Committee, Fairtrade Africa, Selecta One, and Wagagai. All financial transactions are audited by Fairtrade's independent certifier, FLOCERT.

While the poinsettia—with its vibrant red and soft white or beige hues—has become a staple of Western Christmas traditions. Fairtrade International emphasizes that it's important to remember that these plants start their journey in Africa. "Cultivated with care on dedicated farms, they are sold to importers of cuttings, eventually blossoming into full plants across Europe before reaching the hands of eager consumers."

Joseph Balondemu, the human resources manager at Wagagai, shares the impact of the Fairtrade Cents Bonus Fund on the lives of employees. "Many have used the funds to pay for their children's school fees or even invest in savings schemes. When workers earn a living wage, they are happier and more motivated," he noted.