Make sustainability a reality

For many consumers, sustainability is a catch-all term. Certifications, abbreviations and quality marks often mean little to them.

Above all, customers want to understand exactly what is different about a sustainable grower, and that calls for specific examples. “These might relate to a flower’s carbon footprint, how much water or energy a grower saves, or the social impact a business has on the local community,” says grower Annemieke de Haan. “Those details make it tangible.”

There is also often confusion surrounding crop protection. Organic does not mean that no spraying ever takes place; green products are used, such as garlic extract or natural oils. “There are so many green initiatives happening behind the scenes, but we don’t tell that story often enough.”

The same applies to social sustainability. A grower who creates local jobs, supports a clinic or helps students with their studies: these are examples that show a flower is much more than just a product.

This presents an opportunity for florists. By sharing these concrete stories – on signs next to the flowers, in the shop or during a consultation – you make sustainability easy to understand. No complicated certification schemes, just real-life examples.