Can certification bridge...
...floriculture’s trust gap?
fci spoke with Union Fleurs president Matthijs Mesken about the sector’s sustainability certification journey, how it reflects meaningful progress but also important contradictions, and what solutions may help bridge the intention–action gap and the wide divide between what growers and consumers believe to be true.
fci spoke with Union Fleurs president Matthijs Mesken about the sector’s sustainability certification journey, how it reflects meaningful progress but also important contradictions, and what solutions may help bridge the intention–action gap and the wide divide between what growers and consumers believe to be true.
By Ron van der Ploeg
By Ron van der Ploeg
For industry professionals, it is frustrating to be part of a sector that essentially provides beauty while constantly coming under attack from ‘ugly’ media reports and protests by activist groups, urging the industry to become pesticide-free and climate-neutral.
Adding to their frustration is the fact that the sector has had a market-driven initiative, the Floriculture Sustainability Initiative (FSI), in place since 2013. It brings together key stakeholders from the international floriculture industry. The FSI 2030 ambition is centred around three pillars: responsible production and trade, responsible conduct, and integrated reporting. Through to 2030, FSI members continue to build a future-proof sector with a strong focus on transparency, responsible production and trade, positive impact, and improvements throughout floriculture supply chains worldwide. In 2024, FSI producing members reported an overall FSI-compliant rate of 79 per cent. For trade and retail members, the overall FSI-compliant rate was 74 per cent.

Matthijs Mesken, Union Fleurs president. Photo: RvdP.

It is an honour to lead Union Fleurs and represent its member organisations worldwide
Matthijs Mesken Union Fleurs president

Meet the New President
Matthijs Mesken became president of Union Fleurs in March 2026, having already served on its board of directors for eight years.
Intention–action gap FSI compliance provides a valuable framework for improving production practices, increasing transparency, and addressing concerns about environmental impact and labour conditions.
However, its effectiveness is challenged by the classic intention–action gap: consumers and companies may express support for sustainably grown flowers and plants but do not always translate those intentions into purchasing decisions that reward certified products. Showing support for sustainable flowers is one thing; buying them is another. How should the industry deal with this phenomenon?
Mesken says: “Frankly speaking, I also doubted consumer demand for sustainably grown flowers for a long time. However, that perception has changed in recent years. In conversations with Marco Maasse, president of the Dutch florist association VBW, it became clear that consumers are increasingly asking for—and purchasing—sustainable flowers.”
Possible solutions include encouraging consumers to choose sustainable flowers through education and guidance, using digital technology to make sustainability more understandable, accessible, and tangible, and making sustainable flowers more affordable, convenient, and rewarding, for example through dynamic pricing.

[Sustainability] shows that trade and production are not always fully aligned
Matthijs Mesken Union Fleurs president

A sector’s responsibility Mesken believes that achieving environmental sustainability is the sector’s responsibility towards society as a whole.
“That means we need to adapt production methods, phase out chemicals—as we are already doing—and become more transparent about our sustainable practices by certifying flowers and plants through schemes such as MPS, GlobalG.A.P., and other certification programmes within the FSI basket.”
Alongside these certifications, Mesken believes measuring the carbon footprint of horticultural businesses will become even more important in the coming years.
“I see certification as the foundation, with carbon performance adding a measurable and highly competitive layer.”

Matthijs Mesken with Sylvie Mamias, Union Fleurs secretary general. Photo: UF.
Union Fleurs’ Board members: (left to right) Adrian Moreano (Expoflores, Ecuador), Sylvie Mamias (Union Fleurs Secretary General), outgoing President Augusto Solano (Asocolflores, Colombia), new President of Union Fleurs Matthijs Mesken (VGB, the Netherlands), Paolo di Massa (ANCEF, Italy), Vice-President of Union Fleurs Peter Larsen-Ledet (Flora Dania, Denmark)
Union Fleurs’ Board members: (left to right) Adrian Moreano (Expoflores, Ecuador), Sylvie Mamias (Union Fleurs Secretary General), outgoing President Augusto Solano (Asocolflores, Colombia), new President of Union Fleurs Matthijs Mesken (VGB, the Netherlands), Paolo di Massa (ANCEF, Italy), Vice-President of Union Fleurs Peter Larsen-Ledet (Flora Dania, Denmark)
Matthijs Mesken
position: President of Union Fleurs and director of the Dutch Association of Wholesalers in Floricultural Products (VGB)
age: 58
from: Renkum, the Netherlands
experience: Director of VGB since 2017; director of Stichting Groenkeur from 2012 to 2017; secretary of Anthos from 1997 to 2011; and market researcher at Productschap Tuinbouw from 1995 to 1997.
education: Wageningen University and HAS Utrecht/Delft
outside work: Hockey and beekeeping
Semantic debate Meanwhile, the question of whether flowers are truly safe is one that will probably never disappear entirely. Around Valentine’s Day, the Netherlands Food and Consumer Product Safety Authority (NVWA) published a report stating that African-grown roses contained several active substances that are no longer authorised for use within the European Union. Among the substances detected were methamidophos and carbendazim, which were banned by the EU in 2008 and 2014, respectively.
What is Union Fleurs’ position on this issue?
“It sounds like a semantic debate. The chemicals you are referring to are still permitted for use in Africa, while the NVWA correctly states that they are no longer authorised as plant protection products within the European Union.
“The important question is why they are no longer allowed in the EU. The answer is surprisingly simple: manufacturers of plant protection products did not seek renewal of the authorisation for these substances within the EU. In Africa, growers use them to combat specific insects and aphids that we simply do not have in Europe. If these substances are authorised under Kenyan law and serve a purpose in combating pest pressure under tropical conditions, why should growers there not be allowed to use them?
“A separate discussion is whether Europe wants to import products treated with such chemicals. What is already happening in countries such as Colombia is that growers producing for the European market increasingly follow the European list of authorised substances to avoid controversy and market access issues.”

I see certification as the foundation, with carbon performance adding a measurable and highly competitive layer
Matthijs Mesken Union Fleurs president

Misconceptions about modern horticulture To further the sustainability debate, we raise the case of a former florist from France who, in 2023, filed a wrongful death lawsuit after her 11-year-old daughter died from what her lawyers claimed was exposure to pesticides on the flowers she handled at work.
Mesken stresses that the florist never won the case in the French courts. In December 2024, the Court of Appeal in Rennes ruled that she could not recover the more than €1million claimed in damages. At the same time, the government-owned Fonds d’Indemnisation des Victimes de Pesticides (FIVP)—the French Pesticides Victims Compensation Fund—awarded her €50,000 in compensation.
The relationship between pesticides and health problems remains highly complex. Studies do suggest a possible link between pesticide exposure and an increased risk of illnesses such as leukaemia. However, many of these studies date from a time when awareness of the risks associated with pesticide use was not as advanced as it is today. As technology progresses and alternatives to conventional crop protection products continue to be developed and adopted in agriculture, further scientific research will be needed. Scientists will continue to ask questions, seek stronger evidence, and challenge assumptions on both sides of the debate.
Scientific evidence on long-term occupational exposure remains under active investigation and regulatory decisions often reflect both toxicological evidence and precautionary policy.
Mesken comments: “I have never personally visited flower farms in Africa or South America. But from everything I hear, growers supplying flowers to EU retailers must comply with extensive requirements relating to environmental impact, worker welfare, pesticide use, and legal compliance.
“At the same time, some labour groups in the Netherlands claim that African growers are using dangerous chemicals and that our industry mistreats workers. In my opinion, that is simply nonsense.”
What bothers Mesken most about these discussions is the large number of misconceptions surrounding modern horticulture. With fewer people growing ornamental crops than ever before, a significant gap has emerged between what people believe happens on a flower farm and what actually takes place.

Horticulture is meaningful in many ways. The sector produces flowers, plants and fruit, all of which are important to our daily lives. Trees provide shade on hot days, while plants and flowers in our homes and workplaces are things people naturally enjoy and connect with
Matthijs Mesken Union Fleurs president

Meet the New President
Asked about his leadership style, Mesken prefers to speak about collective responsibility. “I am a little reluctant to use the term ‘management style’ because I think we have to do things together. The collective outcome of a group is greater than the sum of its individual contributions. That is why I prefer using ‘we’ instead of ‘I’.”
MRLs or not? Could the introduction of Maximum Residue Levels (MRLs) in floriculture help resolve the pesticide debate that has continued for years?
“With MRLs, I honestly would not know where to begin. The enormous diversity of products and the wide range of chemicals used in floriculture would require perhaps 10 to 30 years of research. It would also require a comprehensive risk assessment by the European authorities to develop a scientifically sound reference framework for non-edible products such as flowers and plants.
“As such, establishing MRLs for floricultural products would not resolve everything, but it could provide a reference framework and a better understanding of acceptable and safe levels of chemical use in our products without unnecessarily endangering human health or the environment. However, the process of getting there would be lengthy. So what should we do in the meantime? Simply sit and wait?
“Instead, I would focus on strengthening carbon footprinting and certification schemes while continuing to encourage people who work with flowers every day to wear gloves and avoid eating or drinking while handling flowers as essential occupational health and safety measures.”

Union Fleurs is much more than a lobby group. A great component of successfully delivering in this advocacy role is maintaining a strong network, not only within the industry but also within the European Commission and other institutions, ensuring that our voice is heard and that we have a seat at the table when decisions and regulations are being designed
Matthijs Mesken Union Fleurs president

Sense and nonsense of certifications The roses sampled by the NVWA were grown in Africa. If a significant number of Kenyan and Ethiopian rose farms are MPS-certified. What does that say about the sense—and the nonsense—of certification?
“It tells me, as president of Union Fleurs and a board member of MPS, that all certification schemes need to take a critical look at their auditing systems. When I worked with the Dutch certification scheme Groenkeur, members underwent a scheduled audit every year, followed by an unannounced audit later in the same year.”
Mesken believes that surprise audits create additional pressure on companies to maintain standards every day, not only during scheduled inspections. However, this also requires discussion, as additional audits inevitably increase costs. If MPS introduces stricter auditing procedures, other certification schemes should follow suit to maintain a level playing field.
Differences between production and trade can arise, for example, in the area of sustainability. Mesken notes, “Larger floral wholesalers within VGB and Royal FloraHolland (RFH) encourage both small and large growers to certify their flowers and plants. We urged the auction to make certification mandatory. However, it is clear that the cooperative has different sustainability ambitions from those of the wholesale trade. It shows that trade and production are not always fully aligned.”

