Daily CSR
Daily CSR

Daily CSR
Daily news about corporate social responsibility, ethics and sustainability

Beauty Of Flowers Spreading Meaningful Impact


You buy flowers and people in need benefit through innovative floral programme.

Dailycsr.com – 16 December 2019 – Albertsons Cos. Has come up with an “innovative” floral programme which will help in boosting the flower sale which is gaining popularity among grocery items.
The retailer adds a philanthropic touch to its home decor and floral line named “Debi Lilly Design”. As a result, every time customers buy from “new Debi Lilly Design Extending Smiles floral designs”, “$1” from the amount received will go into providing “pair of shoes, clean water or food” to people in need.
In the words of Albertsons Cos’ SVP, Chad Coester:
“We’re excited to share the joy and beauty of flowers in a way that can have a meaningful and incredible effect on people’s lives. That’s what we mean by Extending Smiles. The smile doesn’t end when you receive the flowers as a gift or use them to decorate a space. The benefit goes far beyond.”
The floral programme introduced by Albertsons is timed when flower retail sales are picking up, as it rose by “3.9% in the past year”. Likewise, floral arrangements jumped by thirteen percent this year. Every bouquet of Albertsons comes with a tag which mentions the category, namely “water, food or shoes”, for allocating the donation amount thus received.
Moreover, the tag also offers “two codes” bearing “even greater detail”, including a QR code leading to the Extending Smiles website, which gives information about the programme while a video details out the “global crisis of water-related diseases and hunger”. Secondly, there is also a “unique alphanumeric code” through which one can see the details out the “specific communities and lives that will be touched”.
Here is an example of one such code which reveals:
“Your bouquet purchase will go toward water treatment equipment for different schools in Flint, Mich.”
Additionally, the line of Extending Smiles bouquets also extends its support towards green farming practices. With the “Rainforest Alliance” certifications, the bouquets ensure that every flower and element that go into the making of them are a result of sustainable farming that encourages conservation of “biodiversity and natural resources” besides improving “livelihoods of growers and farm workers”.
According to Gina Acosta:
“The Extending Smiles bouquets, which will be available year-round, are part of the Albertsons own-brand Debi Lilly Design collection of arrangements, vases, candles and other home décor items found exclusively in the floral department at Albertsons stores”.
Boise, Idaho-based Albertsons Cos., which operates stores across 35 states and the District of Columbia under 20 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs, as well as meal-kit company Plated, is No. 3 on PG’s Super 50 list.