The September/October issue of Floral Management has tips to help showcase your sustainability efforts.
At the Farmer’s Petals in Sarasota, Florida, everything that leaves the shop — even a teddy bear that’s made from organic materials — can go back into the earth. Shop co-owner David Bilardi is sure to let his customers know about the business’s environmentally-friendly business model.
“… amazing how many people love to hear about it,” he says. “They want to hear about why and how.”
A Floral Marketing Fund study released this summer underscores Bilardi’s observations. The study, “U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry” found that consumers are interested in buying from floral businesses that sell sustainable products and they are willing to pay a premium for them. The findings present a unique opportunity for florists to incorporate eco-friendly practices into their business strategies and appeal to a growing segment of environmentally conscious consumers.
In the September/October issue of Floral Management Melanie Spilbeler, managing partner of FreshPath Marketing, a floral marketing agency, suggests several strategies for florists to effectively market sustainability by highlighting the value of buying eco-friendly products.
- Create a loyalty program specifically for sustainable arrangements, rewarding customers for their eco-conscious choices.
- Quantify the carbon footprint reduction achieved through locally sourced flowers, emphasizing the positive environmental impact.
- Incorporate sustainable terms in the names of arrangements, associating the higher price with eco-consciousness and quality.
- Offer workshops or events about sustainability, providing hands-on experiences and in-person discussions.
For more about the Floral Marketing Fund’s report and to read about florists who practice sustainability, check out “Marketing the Green Appeal” in the September/October issue of Floral Management.
Amanda Jedlinsky is the managing editor of SAF NOW.
