Momentum Builds Behind VeriFlora(TM) Sustainability Standard for Floral Products Sold in North America; New Certification for Floral Products Paves the Way to Set National Sustainability Standards in Other Agricultural Sectors.

ATLANTA -- E-Wire--The VeriFlora sustainability standard for floral products, launched in June 2005 during World Environment Day celebrations, has continued to pick up support among the world's largest growers and distributors, as well as the industry's most innovative players, some of whom are attending the 2005 PMA Fresh Produce Summit.

Certified growers now include Miami-based Esmeralda, one of the world's largest grower and importer of flowers from Columbia, Ecuador, Peru, and Costa Rica, and Sun Valley Farms, the largest US grower based in Arcata, California. The list also encompasses other pioneers in organic and sustainable farming, including smaller specialty growers such as Nevado Roses and Latinflor of Ecuador, Kendall Farms of Fallbrook, California. About 250,000 million stems are already certified, with another 200 million stems in the pipeline from growers such as Tahani Cultiflores, Plazoleta of Columbia, and Primavest and Flor Eterna of Ecuador.

On the distribution side, the FreshBlooms division of US industry leader Delaware Valley Floral Group, and Canadian distribution leader Sierra Flower Trading, Ltd., have both obtained certification, as well as the innovative California-based on-line organic and sustainable flower distributor, Organic Bouquet.

VeriFlora was developed by independent standards developer and certifier Scientific Certification Systems Inc. (SCS) of Emeryville, CA. NSF International (NSF, a not-for-profit standards writing organization accredited by the American National Standards Institute (ANSI) for standards development, has announced its intention to use the VeriFlora standard as the basis of a NSF Draft American National Standard for Trial Use under the ANSI rules as early as spring 2006.

"The pace of certification has outstripped our early projections," said Stanley Rhodes, SCS President and CEO. "This momentum appears to reflect a realization that the North American market is ripe for the introduction of a strong sustainability message in the floral industry. Many other industries, such as forestry, fisheries, and coffee, have laid the groundwork. Now floral production and other areas of agriculture will follow suit."

The VeriFlora standard revolves around key sustainability principles - transition to organic or organic-equivalent agricultural practices, social responsibility, conservation of raw materials and ecological resources, and product quality.

Esmeralda Chairman Peter Ullrich explained his company's motivation to pursue certification. "We strive to treat people fairly and to give them the very best working conditions in a safe environment," he said. "Now, with VeriFlora we have a North American certification scheme that verifies for consumers that we use responsible social and environmental practices."

Sun Valley's Bruce MacDonald, Vice President of Marketing and Sales, agreed. "VeriFlora makes sense, because it emphasizes quality, environmental sustainability and social responsibility."

The certification process involves extensive audits of growing and handling practices -- including onsite visits to check claims, monitor the product chain of custody, interview workers, and inspect growing areas, storage facilities, and transportation systems. Any problems are identified, recommendations are made for bringing the practice into compliance, and the results are monitored.

Freshblooms President Ted Johnson lauded the program's ability to highlight exceptional practices in the industry. "We believe that VeriFlora is an opportunity for those farms that are significantly reducing their pesticide use, improving their environment and investing in a safer work place for their workers to be recognized and rewarded," said Mr. Johnson.

VeriFlora is the first sustainable agricultural standard to prohibit the use of pesticides banned by the World Health Organization (WHO), and to explicitly require participating growers to establish a plan to move toward organic agricultural practices. Gerald Prolman, Founder and CEO of Organic Bouquet, was particularly pleased with this aspect of the standard. "Our company has taken the position that all of the flowers we sell are to be sustainably grown - the VeriFlora standards ultimately lead to increasing availability of certified organic flowers, our primary objective," said Mr. Prolman.

SCS administers several public and private sustainability certification programs, as is accredited by organizations such as the Forest Stewardship Council, the Marine Stewardship Council, and the USDA National Organic Program. "VeriFlora is only the first in a series of sustainability standards for the agricultural sector. Next we will be expanding into tropical fruits - most likely bananas," said Linda Brown, SCS Executive Vice President. "During this year's PMA Fresh Summit Conference, we will be talking to growers and shippers, distributors and wholesalers, and retailers about their views on the hurdles and opportunities associated with sustainability certification."

About Scientific Certification Systems

SCS is an internationally recognized standards developer and independent certifier of environmental and food safety claims (www.scscertified.com). Over two decades, SCS has developed standards and offered certification programs spanning a wide cross-section of the economy including agricultural production, forestry, fisheries, energy, consumer products, manufacturing and retailing, and the home improvement and construction sectors.

About the VeriFlora certification mark

SCS developed the VeriFlora certification mark to signify flowers and other floral products that are sustainably grown, and to identify growers and handlers of such flowers.

VeriFlora Flowers at PMA Fresh Summit

The Sun Valley Farms will be featuring an assortment of certified flowers at its booth (#453). In addition, certified flowers will be on display at the SCS booth (#2846).