Make sustainability concrete

Sustainability is quite a broad concept for many consumers. Certifications, abbreviations and quality marks often mean very little to them.

Customers mainly want to understand exactly what a sustainable grower does differently, and that requires concrete examples. “These can be about the ecological footprint of a flower, how much water or energy a grower saves, or the social impact of a company on the environment,” says grower Annemieke de Haan. “Those details make it tangible.”

There is also often confusion surrounding crop protection. Organic does not mean that plants are never sprayed; green agents such as garlic extract or natural oils are used. “There are so many green procedures going on behind the scenes, but we don’t tell that story enough.”

The same goes for social sustainability. A grower who creates local jobs, supports a clinic, or helps students study: these are examples that show that 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 while giving advice – you can make sustainability easier to understand. No complicated quality marks, just real-life examples.