Registration and certification can be difficult and expensive for growers with a complex cultivation plan. Now 40% of Royal FloraHolland members have an environmental certificate. The auction is going to help this percentage increase to 100%. How does plant exporter Noviflora feel about the introduction of the mandatory environmental registration and certification?
"Many marketing signals point in the direction of environmental registration and certification for all Royal FloraHolland suppliers," says Mark-Jan Terwindt, Business Development Manager at plant exporter Noviflora. "Noviflora does not participate in covenants and agreements, but we hear customer signals and want to make things practical for customers. With specific growers, we supply a line called 'Less Plastic'."
Towards 100% sustainable
"It is a good thing that Royal FloraHolland chooses this direction. The Netherlands, a country of floriculture, is good at making things work in a practical way together. However, we sometimes fail to properly distinguish products traded via the Netherlands. This makes us the marketplace of many things: sustainable, not sustainable, substandard, top quality. If we can prove that all products are sustainable, there will be less discussions. Of course plant exporters are able to find certified plants, within and outside of the members' supply. We also pass this on to our customers via our website. But the search is easier if all members are on the list. Furthermore, that would mean that everyone participates in all market segments. A level playing field. It seems as if big retailers are imposing these standards on us. But in Scandinavia, customers are asking of their own accord why companies are not 100% sustainable yet. Other countries will soon follow. This obligation is the start of a movement that will not stop."
A mandatory environmental registration and certification is in line with Royal FloraHolland's sustainability strategy and responds to market demands. Consumers want to have certainty regarding flowers and plants, so retailers want a transparent chain. Florist-shop owners also want more certainty and transparency. They want to be able to offer sustainable flowers and plants.
Source: Royal FloraHolland