The Footprint of a Rose: FM Group on Measuring and Improving

“Measuring gives us not only numbers, but also motivation,” say CSR Officers Koen Druijf and Dionne Rens. Small steps, like switching to green energy or piloting without plastic sleeves, show how sustainability can be both tangible and fun.

For florists, this means a stronger story for your customers. Increasingly, consumers are not only asking for a beautiful bouquet, but also about its origin.

While Porta Nova focuses on the footprint of their Red Naomi, FM Group looks at the company footprint: the total emissions of all locations, people, and processes. From electricity for cooling facilities to business travel and commuting.

“We started collecting data in 2021, our pilot year,” explains Dionne Rens. “At first, very basic-electricity, heating, waste-and then gradually more detailed. By now, we have mapped all Dutch logistics sites and are working towards a 50% reduction by 2030.”

In 2021, there was no obligation yet. “We just started,” says Rens. “As a major player in flower exports, you have a responsibility. We want to lead, not fall behind.”

The first results immediately showed the benefits of measuring. Step by step, grey electricity was replaced by green, leading to a noticeable drop in emissions. “Some measures are simple, others far more complex,” adds Druijf. “Greening transport is difficult: electric trucks are expensive and still have limited range. And commuting is not always within our control. But even there, we want to make progress-for example, by gradually switching our lease fleet to electric cars.”

The approaches of Porta Nova and FM Group differ but complement each other. “Porta Nova calculates the product footprint: how much CO₂ one rose costs from cutting to stem, based on the European FloriPEFCR method. We look at the company footprint: the emissions of our entire business,” explains Rens. “Both insights are needed for a fair picture of the chain.”

“Take Porta Nova’s FUTURA rose,” adds Druijf. “The idea that with just a few extra cents you immediately buy a sustainable rose sounds simple, but in reality it is much more complex. And that applies not only to Porta Nova, but also to us as a trading house. Our challenge is to make the entire process as transparent and efficient as possible-so that the added cost of such a FUTURA remains fair and the value of sustainability becomes visible to the customer.”

Measuring sounds easier than it is. “You’ll find electricity and gas on invoices,” says Rens. “But packaging is more complex. A flower sleeve can vary in weight and material. Without that data, you’re just guessing. Fortunately, a sector-wide project is now underway to make this more transparent.”

Commuting is another tough category. “We’re located on an industrial estate near Schiphol-ideal for trade, but poorly connected to public transport,” Rens explains. “Some colleagues cycle, but many still take the car. We need smart solutions there too, such as electrifying the fleet further or encouraging public transport and cycling.”

Measuring also creates energy. “Recently, we started working with an interactive tool from Greenhouse Sustainability,” says Rens. “It shows immediately the impact of choices-such as purchasing green energy. This makes sustainability concrete and motivates us to keep improving.”

FM Group’s message to growers is clear: just start. “You don’t have to wait until everything is perfect,” says Druijf. “The sooner you start, the sooner you can make your improvements visible.”

The urgency is already clear from retail. Druijf: “Large German supermarkets asked growers: can you grow without bee-harming agents within three years? Those who said no were dropped. Those already taking steps could stay.” Believe us, the same will happen with footprints. Large customers will only buy from parties who can prove their impact. That’s why the EU has approved a method to calculate footprints for cut flowers and potted plants.”

FM Group sees a clear role here. “We are at the heart of the chain,” Druijf says. “We can make growers’ efforts visible to florists and consumers, while also passing market demand back to the growers. This way, we accelerate the movement.”

Not everything has to be large or complex. Sometimes it’s the small actions that make a difference. “A pilot with imported roses without plastic sleeves received extremely positive reactions,” says Druijf. “It may seem small, but it triggers change. It shows that sustainability can be tangible-and even fun.”

The next step is measuring the German Cash & Carry’s. “Each year, we expand further,” says Rens. “From packaging to mobility, from logistics to energy and water. Every puzzle piece makes the picture more complete.”

The conclusion is clear: those who dare to measure put themselves and the sector ahead. Measuring creates insight, and insight leads to change. And real change? That only works together.

But how ready are consumers for this? You’ll read it in Part 3: …