Fretting that a failure to deliver a Valentine's Day homage to your sweetheart will turn your relationship toxic? Relax. In fact, perhaps the most damaging thing you can do is send the obligatory bouquet of red roses.

In Latin American countries such as Ecuador and Colombia-- two of the largest exporters of cut flowers to North America -- large quantities of pesticides and herbicides are typically used during flower cultivation, affecting the environment as well as the health of the flower farmers and greenhouse workers.

Biohazardous cut flowers are not the only token of love being turned on its ear in these environmentally correct times: Chocolate made from cocoa beans harvested by children and "blood diamonds" from war-torn regions have also fallen out of favour.

For those in search of a green Valentine's Day, seek out a florist who sells organic blooms or flowers that carry the Florverde certification.

"We're trying to take things beyond just an organic standard," says Tom Leckman, head of Montreal-based Sierra Flower Trading, the largest flower wholesaler in eastern Canada. "Our ideal is a sustainable product that incorporates the care of soil, the environment, people, energy conservation and recycling at every point in the process." He says his firm works with 16 Florverde-certified farms and the list is growing.

The North American market for organic flowers is expected to exceed $100-million in the next five years, from $16-million in 2005. It's already the fastest-growing segment of the non-food organic market.

Scott Graham of Eco Flora, an online floral retailer based in Toronto and specializing in organic and fair-trade flowers, notes that rising consumer awareness is helping to grow demand. "People are now seeking us out and asking a lot of informed questions," he says. "Provenance has become a big selling point, just as it has for produce and other items."

Although the spike in demand on Valentine's Day -- when about 35% of the annual volume of flowers is sold -- drives prices up by as much as 25% to 30%, Mr. Leckman says organic or Florverde blooms cost only about 10% more on average than traditional flowers.

Chocolate, that other Valentine's Day tradition, has also gone under the microscope. Fair-trade advocates note that chocolates are often produced from cocoa beans gathered by children and grown under unsustainable conditions. As with coffee beans, consumer awareness is mounting, although fair-trade products account for less than 1% of the US$13-billion chocolate market.

There's also the issue of conflict or "blood" diamonds from countries where gem sales are used to fund wars and environmental abuses. Politically correct suitors should ask for a conflict-free warranty from a jeweller or, better yet, buy Canadian diamonds from the Northwest Territories.

A rose by any other name may no longer be as sweet, but at least -- thanks to Canada -- diamonds can still be a girl's best friend on Feb. 14.