As today marks World Earth Day, I thought it would be the perfect time to look at sustainability – what exactly does this green-associated term mean and how does it relate to the floral industry?
First off, let’s explore the definition of sustainability. Simply put, sustainability means to continue on, to have something left for the future. We hear U.S. President Barrack Obama and our own Prime Minister Stephen Harper speak about sustainability in the market. What they are looking for is a way and a means to provide basic support (financially and labour wise) to sustain or help us through the rough times today. This is done via measures that provide help for today but also a long-range visions and plan for the future.
Sustainable quotes to live by
In the book, Design is in the Problem by Nathan Sherdoff , Nathan challenges designers, engineers and managers alike to come up with answers within their realms to reduce consumption and promote sustainability. I like his take on the issue. Here is a quote from Design is in the Problem: “There's nothing inherently off-putting about sustainability at all. I challenge you to find someone who is ‘in favour’ of purposely ruining the future. The problem is in helping people become aware of their impacts and connecting their perfectly adequate values to the effects their activities have.”
Paul Goldberg, an architecture critic, speaks on going back to the architectural design of the ‘50s and says that we can no longer justify the large sprawling homes of the last couple of decades. Sustainability to him is defined as well built, reusable, re-inventing, and beautifully modest. Here is a quote from him that helps illustrate his particular way of thinking: “Excitement is based on inventive thinking rather than expensive thinking.” Now that is exciting to me! It’s a challenge for all of us and I dare you to think this way!
Being sustainable in the floral industry
So how can this relate that to the floral industry? In speaking with Bruce from White’s Flowers in Calgary, Alta., he and I agreed that we need to get back to some of the basics we used 20 to 30 years ago in our flower shops. We need to start watching those pennies more closely, try and find ways to use existing inventory, and overall vigilance. We have the greatest opportunity in promoting sustainability because we own the creative juices to do so! We know how to recycle and reuse almost anything on planet – granted, we must do so in an environmentally friendly way!
I remember one presentation that I attended at a past AIFD symposium. The designs, as they always are, were incredibly talented. The speaker’s presentation was on the extinction of the sea world and the presentation’s visual presentation as well as the spoken presentation was beautifully done. There was one problem, however. The speaker spoke of all the waste we throw into the ocean and was especially adamant about drinking cans in particular. Yet, 95 per cent of her presentation was done using floral spray paint, which is quite toxic and is, in fact in cans! This contradiction ensured that the speaker’s message was completely lost to the audience.
To me sustainability in the floral industry needs to come from reuse, recycle but also by incorporating methods from the past like good old fashioned value, friendliness, over the top service and long hours of hard work! This might not necessarily be what we want to hear, but in this time of financial uncertainty it is imperative. We need to think outside the box and be willing to put our product and service on the line. Without these values, we will not exist in the future and we will not have a sustainable business that lasts.
 M.G. Bernice Klassen is experienced in nearly every aspect of the floral industry, including retail, wholesale and grocery chain. Armed with a business administration degree, with a specialty in marketing and management, Bernice is now offering her services as a floral consultant to the industry. Bernice maintains that she doesn’t necessarily know better, she has just been around more blocks than most and can offer knowledge from all avenues of the floral industry. Contact Bernice directly at
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