‘Sustainability isn’t just important for supermarkets’

The first peaks of the year are behind us. Love was celebrated abundantly, women all over the world were offered flowers to mark International Women’s Day and many mums and grannies were spoilt last Sunday.

Luckily, plants and flowers played a major role as always. Both via our retail customers, especially supermarkets, and via wholesale and online partners, we’ve noticed that plants and flowers are maintaining their emotional value. In fact, it seems like this appreciation has increased even more since the lockdowns. It resulted in high sales peaks in recent months. All in all, we can look back on a positive start of the new year.

With spring getting closer, the next peaks are already in sight. Our (outdoor) plant season will soon be in full swing. Consumers will start to brighten up their homes and make a fresh start with their gardens and balconies. At these uncertain times, everyone’s looking for a glimmer of light, some positivity and especially, new prospects.

Looking at the prospects within our sector, we’ll continue to entice consumers with our colourful products during and after this crisis, led by two guiding themes: innovation and sustainability.

Keep on innovating

We’ll all have to keep on developing to add value. Keep on innovating. The best way to do that is by working closely together within the chain and by being bold. I’ve seen some great examples of this so far within our companies when it comes to collaborating more closely with growers. We must continue to surprise consumers with innovative concepts, products, packaging, distribution channels, technology and so on.

Innovation can take many shapes and forms, what matters at the end of the day, is whether it makes consumers happier. They are the ones that are always of central importance to us and to our customers. And in my opinion, the basis is transparency and sustainability in our chain. There are so many great initiatives within the sector. Think, for example, of the current focus on minimum requirements for certification in FSI’s ‘Basket of Standards’.

Sustainability isn’t just important for supermarkets. Society expects it from us as well. That’s why sustainability is in our DNA. And that’s why I felt that one of the highlights of the past week was the launch of our refined sustainability strategy – IMPACT25.

Together, we’re bringing some joy to people through our beautiful products, while making the world greener. I believe that our collaborations in the fields of innovation and sustainability, among others, will lead to many more fabulous peaks in the future.

Jan van Dam

Chief Executive Officer (CEO) Dutch Flower Group