FlorIT Footprint Tool Gains Ground with Dutch Florists

A growing number of florists in the Netherlands are taking sustainability into their own hands by adopting FlorIT—the Florist Impact Tool developed by Greenhouse Sustainability in collaboration with the Dutch Florist Association (VBW—Vereniging Bloemist Winkeliers). Designed to calculate the environmental footprint of floral businesses, the tool is helping florists assess their impact and take practical steps towards more sustainable operations.

“Awareness of sustainability is growing, and so is the willingness to get involved,” says VBW Operations Director Bram Rijkers. “We want to support our members in this.”

FlorIT provides florists with a user-friendly way to understand their environmental impact and take action.

An increasing number of florists are taking sustainability into their own hands by adopting FlorIT, which calculates the footprint of floral businesses based on shop size, energy consumption, transport, commuting, and packaging.

The tool was introduced last year by the VBW, following a successful pilot phase with a select group of florists. Since its official launch earlier this year, the tool has entered a recruitment phase, with VBW field representatives engaging directly with florists to explore their needs and support their sustainability goals.

VBW partnered with Greenhouse Sustainability via the florist network FloraNL. The aim was to create a simple, accessible tool that could complement the existing Sustainable Florist Barometer—an established certification that indicates a florist’s sustainability practices. Working closely together, they developed a tailored solution based on existing tools and specific sector needs.

FlorIT requires florists to input their own data, but VBW provides support to make the process as straightforward as possible. “To get them on board, we believe a personalised approach is important,” says Rijkers. “We want to engage in conversation and explain what calculating a footprint entails.”

VBW has hosted several webinars to help demystify the tool and lower barriers to participation. The response so far has been overwhelmingly positive, says Rijkers, with florists showing growing interest, fuelled in part by wider public discussions around product sustainability.

While some businesses—particularly those nearing the end of their trading life—are less inclined to prioritise sustainability, the overall trend is one of growing engagement. “The group of those who are willing to get involved is only expected to grow in the coming years,” says Rijkers.

FlorIT is helping florists across the Netherlands measure and manage their environmental impact.

FlorIT is just the beginning. VBW plans to support florists in acting on the insights the tool provides. Partners include companies that can help with fleet sustainability and packaging solutions—areas where improvements can make a significant difference. Certified users of the tool receive a certificate, helping them promote their sustainability credentials within their communities.

“All florists who have their footprint calculated receive a certificate from us,” Rijkers explains. “We want to create a ripple effect, so that sustainability becomes even more prevalent among florists. This way, we’re constantly taking steps forward and hope to continue to scale up.”

Visit www.greenhouse-sustainability.com.