How can you make a more sustainable choice as a florist? 'It's great to see that the sector is taking responsibility, we're moving forward and that's a good development. Growers are looking for ways to grow and cultivate more sustainably. The quality marks give them the opportunity to make a more sustainable choice, but that says nothing about the actual emissions. The pot, substrate, plant or flower itself, what the propagator does, cultivation, transport to auction, to florist, to end user: everything that is consumed in terms of energy or product will have to be calculated for a clear insight into the CO2 footprint. It is an extensive process but we do expect that soon you will be able to buy on this so-called footprint. That way, as a florist, you can also take responsibility in a well-founded way.'
What challenges do florists experience with this? 'Sustainable choices are often more costly, which is logical on the one hand but can be a major obstacle on the other. The choices you make within your company, besides listening to the customer's demand, are mainly cost-driven; after all, you are an entrepreneur. And yet florists are looking more and more with sustainable glasses on, often from a gut feeling. After all, you don't always have enough information or insight into which choices have the greatest impact on sustainability. Another challenge is that customers in stores often find it difficult to make sustainable choices, so the demand for sustainable products is not always clear. Here there are opportunities in clear communication. Doing sustainable and implementing it properly in your operations is a challenge but also an opportunity. Especially if there is more clarity.'
What is the Florist Footprint Tool and how does it help florists? 'The Florist Footprint Tool is a tool that allows you to zoom in on the footprint of your business operations using quantitative figures. Last year, ten florists started filling out the tool. How do I use my car, do I use gray or green electricity, how do I process my waste, what packaging do I use? The tool gives you insight into these kinds of questions and allows you to calculate and analyze your actual CO2 emissions.'
Florists can thus make more targeted and sustainable choices within their operations. Which buttons can I turn for the biggest environmental gain? We will have to take steps based on the requirements that are already there. And the legislation will only get stricter, so you will soon be well prepared. The tool is therefore in line with developments in the sector. Consumers are going to make choices for products that have a footprint label through the major parties such as supermarkets, garden centers, home improvement chains and hardware stores. These large parties are linked to legislation to report sustainability. And there will be a (voluntary) SME standard coming up, so you will have to take steps toward sustainability as a florist.'
How big a sustainability impact can you make as a florist? 'If you look at the entire chain, or the entire path a product takes from grower to consumer, the florist's impact in terms of CO2 emissions is only 5-10 percent of the entire route. So the florist has limited impact but we have to take responsibility on this small part. Where is the biggest profit to be made? That's what we're going to find out now. In addition, through purchasing we have the responsibility to be able to choose sustainable alternatives.'
'Moreover, we have an important task in our communication towards the customer. More and more florists are certified with the Barometer Sustainable Florist, an independent quality mark that demonstrates that you do business in a more sustainable way. Use that in your communication. The footprint tool gives you quantitative figures that you can use to support your sustainability efforts. Consumers think sustainability is important but most find it difficult to make a sustainable choice in the store. Show it, state that you have a bouquet with a low footprint value. Say what sustainable steps you are already taking. The tool helps you communicate with your customers in a more targeted way. Because the message is above all: reap the rewards of your efforts.'
