“I am a flower. Born on fertile soil high in the Andes. Every day I felt the sun, drank fresh water, and sensed the caring hands of the people who raised me with attention. My leaves were inspected, my shoots carefully trimmed. All to ensure I would be strong enough to make a long journey. So that somewhere far away, I could brighten someone’s day. Yet I already carry a label, even before I reach my destination.
They say my flight emits too much CO₂. That I was likely sprayed with chemicals banned elsewhere. That the hands that picked me weren’t paid fairly. People eye me with suspicion, more critically than a flower grown closer to home.
And yet I come from an environment where I grew under perfect conditions: right beneath the sun, with crisp nights - and above all surrounded by care and love. I am of top quality, ready to shine long in a vase. Does something happen along the way, something I cannot know of? Because how else is my story so often distorted? Why does it matter so much which soil I bloomed in? Why don’t people see the humans behind my journey - the growers, the communities, the innovations - that raised me?”
In the West, we often turn up our noses at manual labor. Bending down, long days, working in all weather: many of us are no longer used to it and often don’t want to be. But our grandparents knew nothing else. In countries in Africa and South America, that past is still the present. For many people there, the choice is: work in floriculture, or no work. Or worse, illegal and dangerous work in, for example, the drug trade. And that is where the sector makes a difference.
At rose grower Hoja Verde in Ecuador, employees work under safe conditions. They receive training and fair wages, guaranteed through certifications such as Fairtrade. At Florsani - also in Ecuador - they go even further: childcare, a learning platform, and a special program for the elderly. “We want our people to grow, just like our flowers,” says Christina from Florsani. Hard work not only provides income, but also stability, a future, and pride.
A persistent belief: imported flowers are full of pesticides. The reality is different. In Ecuador, for example, all growers carry the Flor Ecuador certificate. Hoja Verde and Florsani work under labels such as Fairtrade and Florverde, which strictly monitor the use of crop protection agents. Florsani actively seeks biological alternatives, ensuring their flowers travel the world clean and safe.
Do you want certainty as a florist? In the FM Group webshops, you can filter by sustainability. Also good to know: through random testing, FM Group checks their imported flowers for banned substances. This way, quality is safeguarded, and direct conversations take place with growers if standards are not met.
Another stigma: a flower that flies thousands of kilometers is by definition bad for the environment. But in countries such as Ecuador and Kenya, flowers grow in a natural, sunny climate with no heated greenhouses, no artificial light. That often means lower CO₂ emissions than a greenhouse in Western Europe that must be heated year-round.
Florsani has already calculated its own emissions and achieved a Carbon Neutrality certificate. They are testing electric robotic tractors, working on solar energy, and using biochar to reduce emissions further. Hoja Verde uses water- and energy-efficient systems and emphasizes: “Our responsibility goes beyond profit: we want to find a sustainable balance.”
Another common accusation: in distant countries no one monitors anything. The reality is that growers go through a forest of certifications and audits. Hoja Verde proudly shows compliance with Fairtrade, Florverde, and BASC - and is even B-Corp certified. For them, these are not marketing tools, but a way to ensure that agreements on wages, safety, environment, and supply chain integrity are truly upheld.
At Florsani, sustainability is embedded in their long-term strategy. From biodiversity projects with beehives to partnerships with conservation organizations: nothing happens randomly, everything is recorded and inspected.
A flower needs water, that’s certain. But the question is: how do you manage it? At Florsani, everything revolves around smart agriculture. Technology helps the grower know exactly what a plant needs. No more, no less. Sensors in the soil measure moisture and nutrients, drones and cameras monitor the crops, and irrigation systems automatically adjust to temperature, sunlight, and humidity. Not a drop is wasted, and the soil remains healthy.
Hoja Verde works similarly with collection and reuse systems: rainwater and residual water are filtered and reused. Through precise measuring and steering, water becomes not just a necessity but a circular resource. “For us, sustainability doesn’t mean choosing between the environment or people, but strengthening both,” says Diego from Florsani.
“And here I am again, the flower. Ready for my journey. Carefully cut, cooled, packed, and gently placed in the box. I close the lid behind me. Soon I will board the plane, heading to a florist somewhere in Europe. There, people might still whisper: ‘Too far, too polluting, too much.’ But hopefully, now you can also hear the other, true story. That I grew in the sun, that I created jobs, helped send children to school, and enabled innovation. I am not a bad flower. I am more than a flower. I am a story of people, craftsmanship, and future. And maybe, when you see me bloom, you will see that story too.”
