Beyond the political winds Amanda, let’s begin with the political context. Can Sustainabloom’s sustainability framework remain meaningful when major U.S. policy seems to be moving in the opposite direction on some of the environmental and social conditions it seeks to improve?

“Many, if not most, of the businesses we work with remain committed to sustainability. Sustainability, at its best, is a long-term strategy that remains in place regardless of the political winds.

“We are also very much a diverse country, with diverse state governments. Some states are very proactive about environmental and social progress, and that can trickle down to other states and regions. California, for example, has robust pesticide laws and water monitoring programmes. Other states, like New Jersey, have laws that require a certain percentage of post-consumer recycled plastic in containers and packaging. These are just a couple of examples.”

Which requirements are being driven by retailers, certification schemes, policy, supply chains or customers? “Our latest consumer-preference research indicates that most US floral customers care about environmentally and socially responsible practices, including local sourcing, composting and avoiding single-use plastics. This is even more pronounced for younger (Gen Z) customers.

“Large retailers are also requiring certain sustainable practices through programmes such as Walmart’s Project Gigaton and Whole Foods’ pollinator policy for floral products.

“At the moment, certification adoption remains low in floral supply chains in the United States.”

Making progress measurable

What does measurable sustainability progress look like in practice? “This was something we tried to address in our sustainability planning templates – getting people to think about this exact question. It can look different depending on the goals you set, but it’s usually helpful to first think about the strategy, then how it might be measured (units), and finally who has the data or can track it.

“Here’s an example: if a business was interested in improving greenhouse gas emissions and understood that deliveries make up a substantial portion of its carbon footprint, it may first take a look at the fuel efficiency of its delivery vehicles and optimise its delivery routes. To track this, you could look at total miles travelled and fuel usage over a set period.

“We usually encourage businesses to set an initial goal for six months to one year and then revisit their goals after reviewing the data. Other metrics for different goals could be pounds of waste diverted from the landfill, gallons of water used, pesticides applied (lbs of active ingredient), and energy (kWh).”

How can growers balance sustainability expectations with cost, labour, crop quality and commercial pressure? “This is a challenge, but I don’t think the goals are always at odds. Businesses pursue sustainability to improve resilience, which lowers risk. Initial investments in sustainability ideally pay off over time. This would need to be calculated for an individual situation or decision.

“Sustainable practices conserve resources, which can lower expenses. There is typically a sweet spot for crop quality when you look at certain resources, such as: ‘I can lower my nitrogen applications to this rate without seeing any compromise in quality.’

“This is where extension literature really comes in handy when developing a plan. Here’s an example for integrated pest management: Integrated Pest Management resource.”

What implementation looks like

Where are the strongest examples of sustainability being implemented in real businesses? “There are so many, but I’ll share a few of my favourite examples here.

“Metrolina Greenhouses is a great example of a large grower implementing IPM and reducing chemical pest protection over time.

“Growscape manufactures containers for ornamental production, and they have just implemented a large recycling programme where they pick up used plastic pots from their customers, primarily growers and nurseries.

They also have active research and trials on bioplastics and other alternative materials, as well as increasing post-consumer recycled content in their containers.

“Continental Floral Greens represents one farm that is active in carbon measurement and carbon credits.

The value and responsibility of flowers

How do cut flowers that, in the best-case scenario, die within a week fit within the sustainability story? “Flowers bring so many benefits to individuals, in terms of mental health, beauty and connection. This is true even with a limited vase life. Composting is one option to manage green waste in a way that means it doesn’t end up in landfill. We also have many scientists around the world looking at improving postharvest outcomes. It’s an active area of research and education.”

In the Netherlands, the flower and plant industry is increasingly under political and societal pressure, fuelled by bad press about pesticide use in ornamental horticulture. How is the situation in the USA? “I think we all have a social responsibility to try to do better in terms of minimising harm to others and the planet. I think wherever we can show progress in an area is crucial, more so than perfection. Demonstrating collective action is also very powerful. The Floriculture Sustainability Initiative (FSI) is a great example of this in Europe.”

From assessment to action

How can knowledge systems, research and sustainable templates help growers, wholesalers and florists identify the biggest sustainability challenges? “The goal of these tools is to help individual businesses see the breadth of what falls under the umbrella of sustainability in floriculture, set goals that make sense for their operations, and track progress. We tried to make these templates comprehensive but also manageable.

“First, we recommend completing the self-assessment, followed by a summary of potential growth areas for sustainability at a business during the next year. We encourage businesses to set one to three goals.

“To help select priority areas, participants complete a simple priority-setting exercise. The goal is to help you decide which sustainability topics are most relevant and practical for the operation.

“When selecting priorities, people should identify the areas that could reduce costs, waste, risk or inefficiency, alongside the topics that matter to customers, employees, the community or regulators. Important questions also include: Which practices are realistic to improve within the next six months to one year, and which areas can be tracked with simple records or available data?

“In addition, sustainability is strongest when it’s a company-wide attitude and involves as many employees as possible. It’s better to have more ideas and muscle behind a sustainability programme. Sustainability can also be a retention tool and help employers keep workers whose values also align with these goals.”