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Flower industry object to Goldsmiths inaccurate reporting. New websites and greater co-operation designed to put record straight.

Just hours before the doors open to Hortifair - the world’s largest flower exhibition held in Holland this week – the UK flower industry announces two new initiatives aimed at showcasing the major improvements the sector has made over the last few years.

The initiatives comes as a result of an article written by Sheherazade Goldsmith in the Mail on Sunday ‘You’ magazine in August ‘08 and which quoted from The Ecologist website, a magazine owned by her husband Zac. As a result Sheherazade gave the impression that all flowers grown outside the UK were bad unless grown under the Fairtrade label.

However by independently researching the facts quoted it became clear that the article was based on information that was not only woefully out of date but unproven. As a result the article was potentially very damaging to the very people Sheherazade and other eco-focussed journalists aim to help.

Which is why new websites like and will now focus on telling the real story about what’s happening in the global flower industry and how buying flowers actually helps people and cares deeply for our planet.

As Caroline Marshall–Foster, Managing Editor of Florist & Wholesale Buyer, the only independent trade magazine for the flower sector in the UK explained. “The flower industry doesn’t mind criticism … it does however object to inaccurate criticism and people, like Zac and Sheherazade Goldsmith should check their facts before passing judgement. If they can be so wrong about this issue, we would have to question their accuracy in other areas.”

Which is why Caroline, the magazine and companies from throughout the world are working together to present the true facts about the global flower industry.

“It may not make as good a headline but the truth is that flowers have done far more good than harm. Without flower production hundreds and thousands of workers in countries like Colombia and Kenya would have a far poorer lifestyle. With flowers they have a chance to help themselves and make a better life for their children, something we want to continue to develop and which cannot be harmed though inaccurate reports.

Caroline continued: "The flower industry has changed dramatically in the last 20 years and is now one of the most progressive sectors when it comes to both worker and environmental issues. It’s time to make sure everyone knows just how successful and responsible it has been and why buying flowers is a good thing.”


Notes to Editors:

A full range of library shots are available on request ranging from people to flowers and design work.

Industry overview:

The generic initiative regarding ethical trading in the flower industry can be found on the home page of … the online version of Florist & Wholesale Buyer

Country specific: gives a total overview of the Colombian flower industry with specific emphasis on its Florverde social and environmental programme

About Caroline Marshall – Foster

Caroline is a third generation flower person and has owned Wordhouse Publishing Group, publishers of Florist & Wholesale Buyer for the last 25 years. As MD of the only independent trade magazine and communications company for the floricultural sector, she has worked with sourcing countries around the world as well as having a unique insight into the UK retail sector.

Wordhouse has recently launched, a ‘by invitation only’ website linking consumers with the very best florists in the UK. In addition Wordhouse run the Colombian Flowers PR activities and the Secretariat for both the Import and Wholesale trade associations (FITA and FWTA)

When not writing or looking after her two daughters, Caroline is a Director of the Flowers & Plants Association Board and is regularly called on for industry opinion and advice.

For further information contact Caroline Marshall – Foster on 020 8939 6470 or 07956 547695

This press release was distributed by ResponseSource Press Release Wire on behalf of Wordhouse Publishing Group in the following categories: Home & Garden, Women's Interest & Beauty, Environment & Nature, Media & Marketing, for more information visit