May 5, 2025

Floral industry launches program for sustainability efforts

The American Floral Endowment and Continental Flowers have partnered to advance sustainability in the floriculture industry through the Wholesale Nickel Program.

The initiative allows wholesalers to pledge up to five cents per box on orders through Continental Flowers to fund sustainability education and best practices. Continental Flowers will match all contributions, doubling the impact.

“AFE’s Sustainabloom initiative is an innovative solution to bring sustainability efforts to our industry and be at the forefront of our industry’s sustainability story,” said Eric Fernandez, general manager of Continental Flowers.

Participating wholesalers will see charges at their chosen rate per box on monthly statements, with contributions sent quarterly to AFE. These funds directly support Sustainabloom’s resources, which include guides on sustainable practices, consumer insights and research-backed solutions.

Companies joining the program will be recognized as sustainability leaders on the Sustainabloom website. Contributions are tax-deductible.

Established in 2022, Sustainabloom provides free, research-driven sustainability education for all segments of the floral supply chain. The initiative offers practical tools for adopting sustainable practices including composting, plastics reduction, energy-efficient lighting, integrated pest management and water conservation.

These resources benefit greenhouse operations and horticultural producers throughout the supply chain by providing actionable solutions for environmental challenges faced by growers.

To learn more, visit sustainabloom.org/nickel-program.