Many consumers and florists take a critical look at imported flowers. In part 1, we explored how public perception is often shaped by incidents widely covered in the media. “Local” is assumed to be better by definition. The reality? It’s much more nuanced.
The truth is that local cultivation is becoming less self-evident. “In Europe, we simply don’t have enough land to meet demand,” says Niels Glas, import manager at FM Group. “And many growers in the Netherlands no longer have successors. New production areas are emerging in Spain and Portugal, and countries like Israel, Kenya and Ecuador are playing a bigger role. This isn’t a threat, but a logical shift within a global chain.” That chain is also moving further south. “Flying via Madrid is sometimes more efficient than via Amsterdam. Fewer transfers, lower costs, shorter routes. And ultimately, the customer benefits.”
The flower industry is no longer what it was twenty years ago. “The idea that all flowers still pass through the Netherlands is outdated,” Glas explains. Direct lines—from grower to customer—are becoming increasingly common. A growing share of flowers no longer travels via Schiphol but goes straight to markets in Germany, the United States or Australia.
Flowers often travel on passenger flights or are combined in shared cargo flights. Aircraft rarely fly exclusively for flowers. Additionally, the sector is testing seafreight options. The volume per container is enormous, which drastically lowers the emissions per stem compared to air freight. Glas: “We’ve completed the first test shipments from South America. Is this the solution? No, and not every flower tolerates this method. But we’re always seeking improvements within today’s possibilities. The chain is becoming shorter, smarter and, our ultimate goal, cleaner.”
Over recent decades, views on imports have changed. “In the ’80s and ’90s, far more pesticides were used, but nobody talked about it. Today, growing methods in many import countries are more advanced: cleaner, more sustainable and better controlled. At the same time, customers have become more critical.” The stigma that imported flowers are “full of chemicals” is outdated, Glas adds. “And in the FM Group webshops, customers can filter for sustainable products, even among imported flowers.”
FM Group sees the same ambition worldwide: growers aim to meet higher standards and invest in sustainability. “Almost all growers are certified and undergo strict regular audits. We know exactly who is positioned where. When a certificate expires, we are notified immediately.” FM Group focuses on labels within the FSI basket, such as Florverde, Fairtrade and MPS. Growers are actively encouraged to maintain their certification. During trade show weeks, when international growers visit, the topic is always discussed. FM Group also conducts random residue testing on cut flowers. In case of deviations, they consult the grower about necessary improvements.
FM Group operates global sourcing offices and local teams across South America, Africa and Southern Europe. “Our colleagues there are literally our eyes and ears in the chain,” says Glas. “They visit growers, assess conditions and support improvements. This keeps the connection between source and customer close.” FM Group also works with trusted Dutch grower partners such as Fresco Flowers, Rosa Plaza and Rotoflowers. “We collaborate with fixed partners we know and trust. Transparency is everything.”
For long transports, proper packaging is essential. Still, FM Group and South American growers tested the removal of plastic sleeves, since many florists discard them immediately when processing flowers. Eliminating the sleeves saved 41.5 kg of plastic per week, amounting to over 2,100 kg per year. The estimated CO₂ reduction is around 13,000 kg. FM Group continues step by step, testing improvements per country and product. These small adjustments together create meaningful impact.
Flowers remain an important part of rituals, celebrations and everyday moments, making supply chain sustainability essential. That’s why FM Group takes responsibility for the journey each flower makes. Not by blaming, but by collaborating. “We want to help our growers grow in sustainability,” says Glas. “And at the same time give florists the knowledge to make informed choices.”
Part 3 of Flowers from Afar will highlight practical examples from South America, showing how different growers invest in sustainable and social improvements, working towards a stronger, future-proof chain.