A research project led by the University of Surrey (Dr Jill Timms) and Coventry University (Prof David Bek), in collaboration with flower farmers Zanna Hoskins (Spindle Flowers) and Debbie Scott (East Lothian Flower Farm) suggests ‘there is a sustainable future for the British flower industry.’
However, the report’s authors also warn that there has to be, “recognition that the current global model of flower supplying is fuelling the environmental crisis through carbon emissions and agrochemical pollution emitted through current production processes, according to new research.”
The Flower Grower Collective (FGC) aims to create a robust online platform connecting British flower growers directly with florists, effectively streamlining the supply chain. By establishing regional hubs, the initiative seeks to eliminate the inefficiencies that plague the current system, where florists often resort to bulk importers due to fragmented access to local flower varieties.
Dr Jill Timms, Senior Lecturer in Sociology at the University of Surrey, said, “Our study highlights a critical moment for the British floral industry. Not only do consumers want flowers that are fresher and more vibrant, but they are also increasingly aware of the environmental impact of their purchases. By fostering local production, we can provide a solution that benefits growers, consumers and our planet.”
The initiative is co-funded by Innovate UK, as well as Defra through The Farming Innovation Programme, and the Research Starter 4 Competition. It proposes a model of a user-friendly online sales platform, inspired by the Open Food Network, allowing florists to purchase from multiple local growers in a single transaction. This approach aims to reduce the administrative burden on both sides, making it easier for florists to source high-quality, sustainable blooms grown local to them, while providing growers with a reliable market for their products.
The research team also plans to implement a unique training programme for growers, focusing on quality standards and effective, sustainable, cultivation methods. It claims this will improve the quality of British flowers and enhance grower confidence, ensuring that they can meet the demands of florists who may be less familiar with seasonal, locally grown options.
The research shows the carbon footprint of UK-produced flowers is significantly lower than that of their imported counterparts, with seasonal blooms offering a sustainable alternative that aligns with the UK government’s net-zero targets. Following the successful establishment of two test hubs in 2024, the FGC will roll out five regional wholesale hubs in 2025, expanding to ten by 2026.
Dr Timms continued, “This is more than just a business opportunity; it is an ecological imperative. We are at a critical juncture where we can reshape the floral industry to prioritise sustainability, support local economies, and reduce environmental harm. By leveraging the collective power of small-scale growers and innovative digital solutions, our research not only addresses the pressing challenges faced by the British floral industry but also presents a viable path towards a greener future.”
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