In the spotlight this time is the German flowers and plants retailer, Blume2000. “We are dedicated to increasing our purchasing volumes from certified growers.”
"For the majority of people, sustainability started as a feel-good subject. Today, the awareness of the necessity of sustainable and future proof solutions, has drastically increased," says Ina Reinders as she evokes the situation in Germany. Ina is the Corporate Responsibility manager at the German company Blume2000. With around 230 shops, it is the biggest flowers and plants retailer in Germany. The company also has a successful mail order business. Customers are primarily German.
"In the future, sustainability will be the most important goal that is pursued by the worldwide community and economy. Non-sustainable practices will be phased out. Ideally, growers, wholesales, retailers, and actually, the entire economy, are already working on taking the first steps to work in a more sustainable manner. The next best choice is to start doing so today."
Double standard
Sustainability is a big theme in Germany. However, according to Ina, there seems to be a double standard when it comes to "walking the talk", in other words, or actually doing what was said. "Many Germans are outspoken about how important environmental and social aspects are, but when it comes to their own actions, they often seem to choose the easier or less expensive option. Our customers in the florist industry are still mostly focusing on the beauty and freshness of flowers and plants. However, German customers are very interested in the regional origin and the use of pesticides. Some immediately ask for certified organic products and Fairtrade labelled roses, but most are not aware of the existing certification programs."
Sector-wide necessity
Ina: "Sustainability is a must-have or must-do for most consumers, but they do not want to pay extra for it. At this moment in time, we are not rewarding growers financially if their company is certified. Form our perspective, the membership of a sustainability program will become a sector-wide necessity in the near future. We are dedicated to increasing our purchasing volumes from certified growers. The fact that they are certified, adds to the creation of a long term relationship."
For more information:
Royal FloraHolland
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