BEAUTY FROM A WOUNDED EARTH

The Story of Rose Geranium from South Africa

From a tragic history of apartheid, rose geranium grows today on farms filled with the first signs of hope. Each flower is a glimpse of the sustainable businesses and the brighter future within reach for the local people of South Africa. Avedafs long journey to traceability of its ingredients—from Soil to BottleSM—started here with rose geranium.

Rose geranium is an indigenous plant to South Africa, opening its delicate colors to vast stretches of land protected by distant mountains. The flower itself blooms white, tear-shaped petals painted with a deep purple center, surrounded by a cluster of ridged mint-green leaves. Avedafs source of rose geranium grows on a total of 30 organic farms throughout South Africa. Each of these farms has lived through generations of disempowerment. Today, organic farms allow families to return to their local villages and farms from big cities, where the living and working conditions are especially difficult. For these families, farming rose geranium is an important first step to reclaiming their land and their livelihood.

Of the 30 farms in South Africa who grow, harvest and distill the plant for Aveda, two farms in particular stand out. Avedafs trail to rose geranium leads to the local farms of Dysseldorp and Vaalwatar. Though both simple and beautiful, their stories are different in many ways.

The small town of Dysseldorp is home to families who have struggled to stay on their land and revive their communities from the devastation of apartheid. Despite an 85% unemployment rate and the vicious spread of AIDS, hope for economic independence has begun to flower in the ten-acre fields located just outside the community.

The farms of Dysseldorp are owned by the community and worked by men and women from the local town. By farming the rose geranium, families build a sustainable business on their land, and bring money closer to their communities. Although there is much more work to be done in the town of Dysseldorp, many mouths to feed and illnesses to cure, the farming of rose geranium is a first step that hopes to create a ripple-effect.

Not far from the farms of Dysseldorp, the town of Vaalwater is a tightly-knit community of approximately 300 people, of whom 75 are employed by the local farm. The land had been used to farm tobacco for many years, but its new owners, Tanya and Rupert, have transformed it into an organic rose geranium farm and essential oil distillery. Because an organic farm is more labor-intensive, Tanya and Rupert are able to employ more people, thus bringing in more resources for the community. Local families can also grow rose geranium on their own land and sell it to the essential oil distillery, so they are not wholly dependent upon the farm.

The families of Vaalwater continue to struggle with the remnants of apartheid, which ripped into their lives and shredded their economy. Rose geranium flowers are the first buds of hope for these families, who have lived on the land for hundreds of years. Tanya and Rupert are wholly dedicated to building a sustainable business, which in turn helps to rebuild the community. All of the income from the farm goes directly into the community, building better schools and houses, and bringing home care and counseling for the 1 in 4 of the adult population struggling with HIV. As their business grows, hope grows from the wounded Earth.

Aveda is dedicated to economic capacity building and sustainable development in communities such as Dysseldorp and Vaalwater, and will continually strive to build upon its business partnerships with due care and regard for the people and the environment. Today, each bottle of Avedafs Color Conservetm Shampoo and Conditioner contains certified organic rose geranium essential oil from one of these farms in South Africa.