This paper evaluates the outcomes from an ambitious wildflower harvesting programme in South Africa's Western Cape, which has sought to achieve positive outcomes in terms of socio‐economic development and biodiversity conservation. Indigenous wildflowers, harvested according to conservation principles, are processed into ‘Cape Flora’ bouquets and sold into international and domestic markets. The principal supply chain provides an example of ethical trade due to the explicit environmental and social standards that are required at local sites of production. The incorporation of such standards represents an attempt to engender economic and social upgrading within the value chain. In this sense, the programme is consistent with dominant policy discourses, which suggest that exploiting potentially profitable niches within international trade flows represents a ‘high road’ to economic growth and transformation. The paper focuses upon the job creation and social impacts of the programme in the context of efforts to overcome South Africa's deeply entrenched socio‐economic disparities and high poverty levels. Despite impressive growth in production and exports during the global financial crisis, there have been mixed outcomes in terms of benefits to stakeholders at the upstream end of the supply chain. The paper concludes by considering the extent to which local initiatives operating under the framework of ethical trade possess the potential to facilitate effective social and economic upgrading.

South Africa’s Agulhas Plain is home to the Cape Floristic Region (CFR), one of the richest floras in the world and the smallest of earth’s six plant kingdoms. The indigenous fynbos flora is harvested from the wild and is both exported and sold locally. The conservation value of the CFR, and the need to address deeply entrenched socio-economic disparities and high poverty levels have set a challenging context for the wildflower harvesting industry. The strong competition which exists between producers has resulted in fragmentation of the industry and a breakdown in communication. Using data gathered from interviews and meetings with a range of stakeholders, we argue that the wildflower harvesting industry needs to cooperate and improve communication levels to address the challenges collectively. Without such a collective voice, the sustainability of the industry, the CFR and the livelihoods of disadvantaged communities will be affected. The establishment of a ‘Wildflower Harvesting Forum’ was explored as a possible solution and is recommended as a sustainable way forward.