A Minimarket Built Around Worker Priorities

For flower workers at Floranation in Latacunga, Ecuador, identified the cost and time of accessing basic household goods as a daily challenge. A December 2024 needs assessment revealed a frustrating reality. Many workers had to travel long distances to cities like Latacunga or Saquisili just to find affordable products. Without personal cars, they relied on limited bus routes and paid extra fares. These ongoing constraints heavily shaped how families managed their time and stretched their monthly budgets. The Fair Trade Committee reviewed these findings and prioritized a solution that could be managed locally. They chose to invest Community Development Funds to build an on site minimarket right at the farm. The project required an $84,270 USD investment, split evenly between the Fair Trade Premium and a matching contribution from the company. The new store officially opened in February 2026. The funds also helped equip the space and hire a dedicated employee to run daily operations. Workers defined purchasing guidelines, including a convenient payroll deduction system with a $150 USD monthly limit per person. Luis Vega, vice president and a phytosanitary worker with 11 years at the company, explained the simple process. “They provide us with a list of available products and their prices. We make our selection and leave it with the employee in charge of the minimarket, who is also hired with Fair Trade funds.” The minimarket now serves 600 people, including workers and their families. The store offers essential goods at cost price directly where they work. Employees easily place orders upon arrival at work and pick up their groceries before heading home, which simplifies planning and reduces the need for additional travel. Operating this worker led service also builds valuable internal capacity and new skills to operate a worker-led service. As Compliance Manager Jose Luis Domingues shared, “It is something we have had to learn a lot about because we know about flowers, not supermarkets. It has been a learning process on how to manage orders and spending limits.” Ultimately, this vibrant project delivers practical financial support while teaching the workforce powerful new management skills.