Flora Viva (en español)

History: In the early 1980s, the Catholic Church recognized the plight of the indigenous people in Mexico and began to work with communities, helping the community members analyze their reality and empowering them to make changes. From this analysis in the Santa Cruz and Zenzontepec communities, the community members saw the need to begin working cooperatively.

Many of the farmers in these communities were already growing hibiscus, but were having difficulty in finding a fair market. In 1985, Flora Viva was begun to market hibiscus products directly from producers to consumers. Members began small cooperative stores throughout the region and by 1988, the farmers had expanded by marketing their product outside of Mexico, mainly in Europe. Recognizing that many of their members were already growing organically and that the members wanted to care for their environment, the group began the three year process to become officially certified organic, which they were in 1995. Today, the cooperative has over 120 active farmers, predominately of the Chatina ethnic group, who are finding creative ways to use and market hibiscus.

As the group grows and learns from their experiences, they are focusing more on training a small group of farmers, who then train and motivate the larger group of farmers. "We are forming a motor that will move the whole cooperative," explains project manager Austreberta Lujan, "We are not moving forward, but deeper." Drawing upon an ancient Indian proverb: "I have to walk slowly, because I am in a hurry."

Products: Hibiscus Tea Hibiscus Candy Hibiscus Jelly Hibiscus Wine

According to indigenous medical tradition, hibiscus serves as a diuretic, which aids the kidneys, lowers cholesterol, cleanses digestive tract, and lowers blood pressure.

 

Objectives of Flora Viva:

• -We will empower our members.
• -We will produce high quality, organic hibiscus.
• -We will market directly from producers to consumers.
• -We will find a stable market.

Lessons Learned:

When the cooperative began exporting, they quickly learned a much fairer price was available abroad and soon shipped the majority of their crop to Europe. A few years ago, however, the major shipment to Germany was declared contaminated. They learned that one of the barns where they had stored their hibiscus had been sprayed with chemicals three years before to avoid a plague. The residue of the pesticide had infested their organic product. After this devastation, the group had to step back from exportation and examine their production process. They recently received a grant to hire technical consultants. Now project manager, Austreberta Lujan states hopefully, "We are going to fly like eagles."

A Project of The Rural Coalition
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