The Cape Floral Kingdom (CFK) in South Africa is the most botanically rich habitat on Earth. The spectacular fynbos flora comprises over 7000 species, 70% of which are found nowhere else, but only 4% of the original area remains. Fauna & Flora International (FFI), a leading UK conservation NGO, has helped the Flower Valley Conservation Trust (FVCT) to purchase 550 hectares of mostly pristine fynbos. Flower Valley, which has the support of the Western Cape Nature Conservation Board and South African National Parks, is a priority project for CAPE – the Cape Action Plan for the Environment.
The goals of the Flower Valley project are to conserve the biodiversity of the lowland fynbos; to generate livelihoods in an area of high unemployment through sustainable harvesting of the fynbos flowers and associated micro-enterprises, such as paper-making; and to improve the quality of life of farm workers and their families through the provision of education and health services. Flower Valley is all about demonstrating the viability of a business model for resource conservation and sustainable livelihoods, which has the potential for replication both within and beyond South Africa.
Flower Valley is just the sort of project Shell envisaged when making their commitment to make a positive contribution to biodiversity conservation. Shell’s contribution over the next three years will enable the recruitment of a full-time Executive Director and support business infrastructure and marketing. This will include investigation of other potentially viable micro-enterprise opportunities (such as soaps, essences etc.), establishment of a certification system to demonstrate that the flowers are grown sustainably and development of niche markets overseas. Shell South Africa has been invited to nominate a senior staff member with retail marketing skills to the Board of Trustees to help deliver a commercially viable operation.