Last week I wrote about Tony and Nicole’s wedding, and their desire to be as green and organic as possible. They found me through the Alameda County Green Business Program, which certifies local businesses that maintain green practices for their business operations. I was surprised to find that my company is only one of two green-certified floral businesses in Alameda County. Ok, surprised but not too surprised. Although being green is not a new concept, it’s not all that common in the floral industry. And there’s a difference between being green in your own business practice (for example recycling, purchasing local product, conserving energy, etc), and being green in an industry that may or may not be all that green.
What does being green mean? For most people, the term “organic” comes to mind. Labeling something “organic” usually means some standard has been applied that certifies how the agricultural products are grown and processed, the system of production, processing, distribution and sales, which assures consumers that products maintain the organic integrity that began on the farm.
In the floral industry, there are many different certification labels based primarily on country or region. The main categories for flower certification fall into 3 areas ~ environmental impact, social impact of production, and quality standards. Veriflora, the first American green label certification standard, wasn’t given until 2005. The label is a guarantee that flowers and potted plants sold in North America have been produced in an environmentally and socially responsible manner and meets the highest standards for freshness and quality. To be honest, I don’t see this label all that often at the San Francisco Flower Market, which is where many of the Bay Area retail florists and floral designers (myself included) purchase their product.
It’s a little disheartening but a reality. It’s the old supply versus demand equation. The more consumers demand eco-friendly flowers, the more growers will meet that demand. But there is a price to pay, and not all consumers are prepared to pay that price, not just in dollar terms, but in compromising the variety of blooms they can choose from. As it stands now, there just aren’t as many varieties available in organic blooms (and foliage, and branches, and plants) as there are non-organic.
So what’s a floral designer to do? For my own business, I’ll continue my green business practice of recycling, reusing and conserving. We’re really lucky here in the Bay Area because there are many local growers who sell their product at the San Francisco Flower Market. And I always tell my clients, most of whom are couples getting married, to start with the experience they want to have for themselves and their guests. Design plays a big part in creating ambience and atmosphere, maybe even more so than the actual blooms. Trust your floral designer to be creative, and maybe help out the environment, too.
