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published FEBRUARY 08, 2010

Freshfields advises (RED) on launch of online flower service

International law firm Freshfields Bruckhaus Deringer has advised (RED) on the launch of its new online flower service, FLOWE(RED), which offers delivery of a range of ethically-sourced flower bouquets. All profits go towards helping those living with HIV in Africa so that they can continue caring for their families and contribute socially and economically to their communities. Freshfields provided the legal advice needed to enable this project, including drafting and negotiating the licensing and distribution agreement and advising on the FLOWE(RED) website. The team was led by partner Richard Lister and associate Jonathan Kewley, both members of the firm’s IP/IT practice. Richard Lister comments: ‘We are very pleased to have helped (RED) with the launch of this new service, and with pro bono support generally. (RED) makes a difference to the lives of millions of people.’ Joanna Baldwin, International Chief Operating Officer of (RED), said: ‘I'd like to thank Freshfields for their brilliant work in getting us to this point. Their understanding of brand and licensing issues, so important for an organisation like ours, has been exceptional. I look forward to working with Richard, Jonathan and the rest of the Freshfields team on the other exciting projects we have planned for the coming year.’ As part of the firm’s wider pro bono programme, Freshfields acts as the principal legal adviser to (RED), which was set up in 2006 to engage the private sector in the fight against HIV and AIDS in Africa. The launch of FLOWE(RED) is the firm’s first project for (RED) in the UK.