More and more florists are calculating their environmental footprint using the FlorIT (Florist Impact Tool). Developed specifically by Greenhouse Sustainability in partnership with the industry association VBW, this tool is helping businesses become more sustainable. "Awareness of sustainability is growing, and so is the willingness to take action," says operational director Bram Rijkers. "We want to support our members in this effort."

FlorIT, the dedicated footprint tool for florists, was launched last year by the VBW (Royal Association of Florist Retailers). A select group of business owners successfully tested the tool, and the pilot phase was completed at the beginning of this year, after which the tool was officially released. "We are now in the recruitment phase," states Bram Rijkers, VBW's director. "Our field service is meeting with florists to see how we can assist them with sustainability and determine if the tool is the right fit. The initial feedback from the market has been very positive."

A Customised Tool
VBW connected with Greenhouse Sustainability through the FloraNL florist network. The VBW wanted a simple way to visualize the impact of sustainable choices, complementing its existing Barometer Sustainable Florist quality mark, which shows a florist's level of sustainability. "We all agreed it was more logical for our trade association to take this on," Rijkers explains. "Based on existing tools and additional requests from our industry, Greenhouse Sustainability developed a customized tool specifically for us."

FlorIT calculates a florist's footprint by analyzing data such as square footage, energy consumption, transportation, commuting, and packaging. Florists input this data themselves, but the VBW provides support to make the process easy. "We want to make it as accessible as possible for our members," Rijkers says. "We believe a personal approach is key to getting them on board. We want to have a conversation and explain what calculating a footprint truly means." To this end, VBW recently hosted several webinars. "We want to inspire business owners, and these webinars help us do that. We will definitely hold more and look for ways to lower the barrier to participation, hoping to reach an even larger audience."

According to Rijkers, the reactions have been overwhelmingly positive. "Awareness of sustainability is increasing, and so is the drive to take action, especially given the public product discussions we see in the media. For many florists, footprinting is a concrete way to demonstrate their commitment to sustainability. We are trying to bring them on board and get them using the tool in phases." At the same time, Rijkers acknowledges that some business owners are less focused on this. "Florists who are nearing retirement often have different priorities. We understand that. However, the group that wants to get started is expected to grow significantly in the coming years."

Recognition and Ripple Effect
According to Rijkers, using the tool is just the beginning for florists. "FlorIT provides insight into a business's environmental impact. Based on those insights, you can identify where to make improvements. We want to support florists in this, both directly as the VBW and in partnership with other companies." For example, the VBW has a partner that helps businesses make their vehicle fleets more sustainable and another partner that specializes in sustainable packaging. "This allows you to take the steps that will have the most impact on your specific business." Rijkers believes it's also crucial to show the community that you are committed to sustainability. "That's why all florists who calculate their footprint receive a certificate from us. We want to help them promote their sustainable efforts. We also hope to create a ripple effect, making sustainability even more of a priority among florists. This way, we take continuous steps forward and hope to scale up our efforts even further."