Greenflorās steps toward
a fully traceable rose supply chain
Not only the customer but also the climate should benefit from what we do. Greenflor is committed to socially responsible and future-proof business practices. Care for people and the environment is at the heart of everything this inspiring trendsetter in ornamental horticulture does. The initiatives surrounding the improved traceability of Ecuadorian roses are a great example of this!
transparency
Last December, Greenflorās rose team launched an innovative pilot project. The goal? Improved traceability of the millions of roses purchased from Ecuador each year. Itās a crucial step towards greater transparency in the sector, involving multiple links in the rose supply chain. From grower to buyer, commercial partner to IT department ā everyone works together. This development gives customers direct insight into the certifications of each individual stem.Ā
stop and shop the roses!
traceability
Maurice Noort of Greenflorās rose team explains: āWe will work with EKT messages, through which all possible information from the grower is sent directly to us. This includes product and grower information, but especially certification data. This data is immediately visible in Florisoft, meaning it can be directly shared with our customers.ā Itās a significant development in transparency for the sector and brings Greenflor closer to its goal of 90% sustainable sourcing by 2025.Ā
To achieve this goal, innovation, technology, and teamwork are essential. Maurice adds: āBy the end of this year, we aim to make all roses we source from Ecuador fully traceable!āĀ
discover Greenflorās Ecuadorian roses
Greenflorās rose assortment from Ecuador comprises 150 different varieties, from fresh to preserved and from dyed to waxed. Greenflor works with about 25 different local growers, each with its own specialty. Weekly, 100,000 to 150,000 rose stems from Ecuador make their way to Greenflorās customers. Van der Plas is the largest buyer, accounting for around 50% of the trade. Thanks to fertile soil and an ideal climate, roses from Ecuador have more intense colors, larger flower heads, and thicker stems. Nearly all Ecuadorian roses end up with florists, who create stunning showpieces for weddings or other events.Ā
what is EKT?
EKT is a standardized message in Florisoft (and other floral software) containing purchase data. This includes product characteristics, grower, price, photos, and date and time of purchase, as well as certification information.Ā
Greenflor & FSI 2025Ā
Greenflor and FTG, together with other industry players, are committed to accelerating the sustainability of the ornamental horticulture sector through the Floriculture Sustainability Initiative (FSI). This initiative, led by frontrunners in sustainability, aims for at least 90% of flowers and plants produced, sourced, and traded by FSI members to be sustainable by 2025.Ā
about Greenflor
Greenflor is the trendsetter and importer of unique flowers and natural decoration. Our passionate team selects the most extraordinary products for florists, wholesalers and garden centers. Every season, from winter to summer, we offer exclusive and perfect flowers. With our wide range of fresh and dried flowers, Greenflor ensures that you can enjoy beautiful seasonal flowers all year round.
