Two women – Marianne Bols and Teresa Owen, with support from Katie Melua (international singer) – are fighting to bring justice and ethical responsibility to the Christmas tree market. Both Teresa and Marianne are raising young families and managing their own businesses whilst running a campaign to make all Nordmann Fir Christmas trees fair trade (Fair Trees®).
This press release tells how the Fair Trees® movement began and how these women have dealt with corruption, industrial espionage and intimidation in a male dominated industry in order to provide hope and welfare for thousands of impoverished people in Georgia.
As World Fair Trade Day approaches (8th May 2010), 20 tonnes of Nordmann Fir Christmas tree seeds are being planted in nurseries across Europe. Most of these seeds will have been sourced from the natural forests of Georgia by a corrupt and dangerous industry where the weakest in the chain suffer the most. The Fair Trees® project aims to change all of this and to educate the retailers and consumers of Europe about the ethical issues surrounding a popular Christmas tradition.
The Nordmann Fir seed industry
About 5 million Nordmann Fir Christmas trees are sold in the UK each year. Nordmann Fir Christmas trees have historically been imported into the UK from Denmark, but more and more are being grown here in the UK by UK nurseries. Denmark and the UK are now the main suppliers of Nordmann Fir trees for Europe and countries like Singapore, Malaysia and Australia.
The seeds for 90% of these trees come from the natural forests of Georgia as they can’t be farmed. The cone pickers of Georgia are paid a pittance to risk their lives picking cones from which the seeds are extracted and every year many Georgians are badly injured, or even killed. Until Fair Trees® was set up.
Fair Trees®
Marianne Bols is the driving force behind the Fair Trees® project. She has run her Danish Christmas tree nursery, Bols Planteskole, since 1989 with her husband Lars. Their first business trip was to Georgia, in 1989, to buy 8 tons of Nordmann Fir seeds. As Georgia was then still part of the USSR, it was a long, tough battle to get the seeds and have them shipped to Denmark. Marianne and Lars were moved by the generosity and warmth shown to them by the Georgian farmers: “Even though they were poor, they invited us in and many of them remain close friends. They were also one of the main reasons why we continue to collect seeds from Georgia.”
But the more Marianne learned about the industry the more dissatisfied she became. The corruption, disdain for the local Georgian people and the natural environment was breath-taking and she decided to do something about it. She started giving the Georgian cone pickers modern safety equipment, provided training and support and, of course, paid them fairly. Soon cone pickers were queuing up to work for her.
In 2007 Marianne set up the The Bols Xmas Tree Fund and shortly afterwards the Fair Trees® brand was certified by Fair Trade Danmark. The Fund aims to create awareness about and improve the terrible conditions under which the Georgian cone pickers live and work. The Fund provides the cone pickers with Danish-made safety equipment and ensures that the workers are instructed on safety. In addition, the Fund works towards creating proper conditions for workers and their families through financial support for schools, books and health care. And of course the workers are paid a fair price for their work.

Collusion on a grand scale
To source seeds from Georgia it is necessary to buy a licence from the Georgian government. Until 2009 this was pretty much a “closed shop” where licences were awarded annually to “favoured” companies, e.g. in 2008 the Georgian government awarded a monopoly licence to one Danish company for the entire harvest for that year.
But in 2009 Marianne decided to enter the auction for seed collection licences. To make sure she stood some chance of getting at least one licence, Marianne placed bids for all of the available lots and, in accordance with the auction rules, paid the upfront advance fee of €125,000. She then discovered that her competitors had managed to avoid paying this fee and that the Ministry had leaked confidential information about her decision to bid for all of the lots.
She faced organised resistance from fellow Danish tree growers and nurseries who collaborated to exclude Marianne from the auction as much as possible. And when it came to bidding for the lots Marianne had only one opponent on 26 out of the 28 lots; one large Georgian seed company. Where were all the others?
But the collusion didn’t end there. Marianne’s opponents put in enormous bids to try to price her out of the auction; the Georgian government estimated that the auction would generate about €631,000 for all 28 lots but in the end the bidding process raised the overall prices to €26.3 million!
Despite their efforts, Marianne managed to secure 3 good quality lots. Just as she was about to pay the licence fees that were due she received a letter from the Georgian government stating that the payment terms had been increased from 45 days to 18 months. The competition was clearly having problems coming up with the money!
Industrial espionage
Three days after the auction, Marianne’s offices were broken into. The alarm system was over-ridden, the keys to the office and her home were stolen and telephone and computer records were deleted. Nothing else was broken or stolen and although there were obvious clues pointing towards the culprits, the police took no action in the end due to “insufficient evidence”.
And Nordmann Fir seeds are being traded illegally in Europe using seed stolen from Marianne. She discovered seed being sold at €86 per kilo to a well respected forestry business in the Belgian Ardennes. This price was clearly far too low (Marianne charges €107 per kilo which includes a €10 donation to The Bols Xmas Tree Fund). Marianne managed to trace the seed back to her own lot, where at least 1 tonne of seed had recently been stolen! And interestingly, the Belgians claimed that their Georgian supplier could provide proof of provenance!
Bringing Fair Trees® to the UK
In summer 2009, Marianne contacted Teresa Owen in London to ask for help in bringing the Fair Trees project to the UK. Until then Teresa, along with almost everyone else in the UK, had no idea about the ethical issues surrounding Christmas trees.
Teresa had been running her own fair trade gift and accessory business, Fairwind, for almost 9 years and so had lots of experience and contacts in the fair trade market in the UK. She agreed to help and started a marketing and PR exercise in September. She also imported and successfully sold some of Marianne’s trees through her shop and website that Christmas, thus becoming the first ever retailer of fair trade Christmas trees in the UK. Coverage in The Observer, on the radio and in magazines and newspapers all over the country helped to start raising the awareness of this issue immediately.
Teresa is now working on persuading the UK Christmas tree industry to change its ways. She has been talking to growers and retailers across the UK, including B&Q, Homebase and other the garden centres, to inform them of the ethical issues and to persuade them to convert to supplying Fair Trees®. Marianne and Teresa have developed a Fair Trees® licensing programme that all UK growers can join provided they meet the necessary ethical criteria. Teresa is obviously meeting some resistance in an industry where change is slow to come. Concerns about cost, consumer awareness and general inertia are challenges that Teresa is fighting against but is determined to overcome.
Teresa managed to persuade Katie Melua to lend her support to the Fair Trees® project. The multi-platinum selling singer was born and raised in Georgia until she was 8 and so is passionate about helping the Georgian cone pickers.
“I am absolutely thrilled that fair trade has reached the poor cone pickers of Georgia. Fair Trees® is a wonderful project that helps improve the lives of many people in remote areas of Georgia, the country where I was born. I urge anyone who loves a real Christmas tree to buy a fair trade one this year”.
Katie’s support is ongoing and invaluable to the Fair Trees® project.
For more information please contact Teresa Owen at Fairwind
Fairwind is an active member of Ethical Junction, learn more