Ir al contenido principal

Friend of the month - March

Have your say in March... Caroline Marshall-Foster from the UK!

"While the men may think they hold the reins it is women who keep this industry going!"

We spoke with Caroline Marshall-Foster, editor to Florist Magazine for 35+ years and she claims 'networking' to be her second name and expertise in the flower industry. Let's see what she has to tell us about Women, Sustainability and flower industry...

Florverde® Sustainable Flowers: 
On the 8th of March we will celebrate the international Women’s Day, how important is this holiday for the Flower industry?

Caroline Marshall: As an international woman I have to say very important!  In truth it really depends on which country.  For example in Russia it’s huge, here in the UK it is only just beginning to make itself felt and then only in areas where there is a strong Eastern European population. In the UK Mother’s Day… which this year is only a week later on March 15th… is far more important. My dream though is that flowers are bought every week… not just on high days and holidays.

Florverde® Sustainable Flowers: Is there any link between this celebration and sustainability (social)?

Caroline: I think it is a perfect opportunity to celebrate the fact that so much of the flower industry is both dependent on - and helpful to – women who work so incredibly hard; be it those who work on the farms and grow the flowers to the florists around the world who then turn them into wonderful gifts and emotional message carriers.   I’m no feminist but while the men may think they hold the reins it is women who keep this industry going!

Florverde® Sustainable Flowers: Which are the biggest challenges of the flower industry regarding new market demands?

Caroline: It depends on how you define market demands.  If it is for vase life, quality, introducing sustainable growing, ecofriendly transportation systems etc then I think the industry is pretty good and innovative.  If it’s about matching and meeting design trends you only have to look at the world of floristry to see that flowers can fit into any surroundings. 
However if it’s about being loud and proud about ourselves and why flowers should be a must buy product by far more consumers … especially amongst generation X’ers and Millennials then we have a big challenge.  Every stage of the chain has a responsibility to make sure we promote our products, our industry and what it does for the world, be it creating jobs or creating gifts that convey messages of love, thanks, condolences like no other product can.  We need to get the flower power message out far more.

Florverde® Sustainable Flowers: How can the supply chain generate sustainable profit? 

Caroline: The fast answer is to charge more but I know that is easier said than done, especially when so much of the market is in the hands of the big boys where margins are tight… or so they say!
There is also a limit to how much consumers will pay for flowers although personally I think price resistance amongst consumers has been led by the price wars carried out by the big boys who are in danger of commoditizing flowers too much.  They should be far braver in their own pricing policies as not only would they make them more money but more could filter back to the supply chain as well.  
That said there will always be a market for flowers so it is never going to die out.  Not only have we got new emerging markets to develop in terms of customers but I think we have probably reached the limit of substantial new growing areas coming into the market for the foreseeable future, which means key growing areas like Colombia and Kenya will be OK as long as they keep innovating and improving quality.

What's the role of women in sustainable floriculture? are your clients aware of where your products come from and whose behind it? we'd love to read your experiences and share some thoughts!


Entradas populares de este blog

Roses, roses, roses - FSF certified even better!

At Florverde® we are very pleased to welcome a new flower company to our sustainable community. 
Passion Growers, founded in 2001, is a family-oriented company dedicated to growing and providing the most beautiful and highest-quality roses. Passion Growers’ 200 varieties of roses can be found in more than 5,000 retail and grocery stores around the United States, and online under the brand name Passion Roses.
Passion Growers farms are located in the savannah just outside the capital city of Bogota, Colombia, where the roses are grown in the most ideal conditions. Flores Ipanema are one of the providers of roses for Passion Growers in North America. 
For Ximena Franco, director of Florverde®, "We welcome Passion Growers - Flores Ipanema to our sustainable community after completing all the social, technical and environmental requirements to obtain the Florverde® Sustainable Flowers certification. On behalf of the technical team at FSF we would like to congratulate all people involve…

| ENTREVISTA | Conociendo más de la tingua moteada que habita en nuestras fincas floricultoras

La “tingua moteada" es una subespecie endémica de la Cordillera Oriental colombiana registrada en los departamentos de Cundinamarca y Boyacá. Se considera en peligro de extinción (EN) debido a diversas amenazas en sus hábitats naturales. A partir del proyecto Las Aves de las flores de Asocolflores, se identificó su presencia en las fincas floricultoras de la Sabana de Bogotá que cuentan con reservorios artificiales de agua lluvia, proporcionando allí los espejos de agua y algunas coberturas vegetales acuáticas que le sirven a esta ave para alimentarse y sobrevivir.

También le puede interesar: The Tingua and Florverde 

Entrevistamos a Erika Milena Sánchez, primera becaria del convenio entre Asocolflores y el fondo de apoyo a la investigación Colombia Biodiversa de la Fundación Alejandro Ángel Escobar, al presentar las conclusiones de su investigación en Biología sobre la densidad de la Tingua moteada en diferentes coberturas vegetales de humedales artificiales y naturales del Alti…

Why is it important for Florverde to be part of the Floriculture Sustainability Initiative basket of standards?

The Floriculture Sustainability Initiative (FSI) is a multi-stakeholder initiative that brings together members of the international floriculture supply-chain. FSI members collaborate to improve practices and drive positive change towards the sustainable production and trade of flowers and plants.

A total of 14 international voluntary sustainable standards and schemes make up the FSI Basket. They are fully transparent, comparable and by way of independent benchmarking, comply with basic social and/or environmental requirements.

As explained by Florverde® Sustainable Flowers director, Ximena Franco:

“FSI is an international initiative pursuing the goal that by 2020, 90% of flowers produced and traded are certified as sustainable. For this to happen, FSI has convened different certification schemes that have international accreditation under ISO 17065, to comprise a basket of standards. Florverde® is part of this FSI basket of standards.”

At Proflora 2017, we had the privilege of having Je…