The Co-operative Food is increasing the number of British flowers it stocks and is predicting sales of more than £3.5m this summer.
According to the retailer, this represents a significant investment in the British flower industry, which has been decimated in recent years.
The vast majority of cut flowers sold in the UK are imported, but The Co-operative said it “scents” an opportunity to help sales of home-grown cut flowers to flourish.
The current craze for all things vintage has seen a revival in the popularity of traditional British flowers, with shoppers looking to fill their homes with nostalgic scents, harking back to happy childhood memories.
One of The Co-operative Food’s flower suppliers, JZ Flowers, based in East Yorkshire, uses 11 growers from across the UK to provide British-grown flowers.
The majority of the seasonal flowers, including national favourites such as Sweet Williams, Sunflowers and Gladioli, are grown in Spalding, Lincolnshire.
The Co-operative and its suppliers are also working with specialist plant technologists to extend the growing season of British varieties to increase availability and help sales bloom.
Nicky Baynton, The Co-operative’s flower buyer, said: “We are always looking for ways to support British farmers and growers, and what better way than to help our customers create the glory and tranquillity of a traditional British country garden in their own homes, and at prices not to be sniffed at.”
With prices starting from just £2.00, the retailer’s British flower range includes Sweet Williams, Sunflowers, Summer Asters, Peonies, Delphiniums and Gladioli, and will be available in stores nationwide from 12 June 2013.