When John Tabis founded the digital flower delivery service Bouqs seven years ago, his goal was to make the flower industry more sustainable. And while “sustainable” has become an increasingly favored (and thus increasingly vague) descriptor for many direct-to-consumer (DTC) businesses looking to take a new bite out of an old vertical, Bouqs was designed from the ground up to change the way flowers on demand are sold, by changing the supply chain that brings them to market.
Bouqs’ signature innovation is cutting out that middleman in favor of direct relationships with the growers themselves – 140 farmers around the world who meet the brand’s standards for things like organic growth, waste minimization and use of recycled rainwater. As Tabis noted, it can ensure and certify those standards using the power of technology.
“Until you have a direct relationship with that farmer, you can’t hold them accountable to sustainability or labor standards. We deploy technology at the farm itself, and having that relationship with the farm makes it possible to ensure sustainability all the way through the supply chain,” Tabis said.