Those of you who follow the activities of Farmers Weekly can't fail to have noticed our food miles campaign last summer. It's been an incredible journey and suddenly now everyone is talking Food Miles - Tesco and M & S for example have all 'bigged it up' in their recent corporate announcements.
Now it seems flowers are under the same scrutiny. A Telegraph report on 10 February quotes government figures suggesting the average bunch of flowers has flown 33,800 miles.
Makes you think what the environmental cost of Valentine's Day must be.
Of course there are flowers that grow in the winter without the need of a hothouse, but I guess the variety of colours and smells is rather limited.
So what about moving Valentine's Day to the middle of the summer when our own flowers in the UK are in season? I'm sure the 'canonisers' may have something to say about it...but somehow I feel another campaign coming on...!