This was the outcome of a survey conducted among florists in the Netherlands, Germany, France and the UK. In Germany and France, questions were asked such as 'Where do the flowers come from?' and 'How are they transported?'
Awareness is increasing
In general, relatively few customers ask about sustainable or environmentally friendly cultivation. On average, fewer than 10 customers a month. However, the number of questions has been increasing over the past few years. Florists who also supply the commercial market generally hear more questions about cultivation and origin.
Familiar quality symbols
There are various quality symbols employed in the horticultural sector. Some quality symbols are oriented towards growers and others to consumers. Dutch florists state that the best-known quality symbols are Fair Flowers Fair Plants (FFP), Fairtrade, MPS and EKO.
Importance of quality symbols
Florists find that quality symbols are important. A quality symbol says something about the product, its quality, origin and cultivation method. In addition, a quality symbol makes a product distinctive and recognisable.
As more quality symbols are being developed, we prefer ones symbolising environmentally friendly and/or socially responsible cultivation of flowers and plants.
As boundary conditions, florists state that a quality symbol must not make a product more expensive, and it must provide information about the cultivation method and origin.
Meaning
Most florists are well-informed about the meaning of environmentally friendly cultivation of flowers and plants. More social responsibility and economical use of the environment are in the interest of future generations.
- Less pesticides.
- Lower energy expenditure.
- Better labour conditions.
- Use of natural substances (against pests).
A few florists do not consider sustainable cultivation important; they feel it is more of a trend or a marketing stunt, and sustainability begins with yourself.
Would you like to know more?
Read about sustainability in Germany:
Sustainability is on the consumer's mind more than ever
The results of the survey conducted among florists in the Netherlands, Germany, France and the UK are available for free for members. Non members pay €250,00.
Source: FloraHolland
