Farming Innovation Programme

More about the Farming Innovation Programme

British flowers: A sustainable future for the flower industry

There is an exciting sustainable future for the British flower industry. The Sustainable Cut Flowers Project, 2019 and Flowers and Plants Association, 2023 have stated that locally grown flowers contribute roughly 14% of the £3.8 billion UK household spend on cut flowers (Oxford Economics 2024, HTA report).

But that’s pretty much where the data stops. Crucial market data is needed to support ethical and sustainable flower growing practices.

We are thrilled to announce that The Flower Grower Collective has been awarded funding through the prestigious Farming Innovation Programme. This exciting research project - co-funded by Innovate UK and Defra - is being led by flower farmers Zanna Hoskins (Spindle Flowers) and Debbie Scott (East Lothian Flower Farm), in collaboration with the University of Surrey (Dr Jill Timms) and Coventry University (Prof David Bek), and is aimed at exploring new ways to strengthen local flower-growing networks and boost sustainable practices within the industry.

While small-scale flower farmers have been steadily, and impressively, increasing their market share over the past decade, the current mass-production model - with its high energy use greenhouse heating, chillers, agrochemical pollution, water use, packaging, and often the added carbon footprint of flying - is continuing to fuel the environmental crisis.

Through collaboration within local hubs, we propose a radical shift towards a much larger supply of locally grown, sustainable flowers that could revolutionise the market and mitigate these environmental impacts.

With a focus on establishing reliable and efficient routes to market, The Flower Grower Collective 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 make it much easier for florists to source sustainably grown British flowers. At the moment polls show that there is demand from florists for the unusual varieties, the high quality, the freshness, and the scents & textures of locally grown flowers & foliage. However, florists mostly rely on mass-produced products due to fragmented access to alternatives.

The shared knowledge of the project partners in all parts of the supply chain, from wholesalers to farmers, supermarkets, florists, importers, NGOs and others, will inform this research. Data collected from users of the 5 new Flower Grower Collective hubs across the UK will ensure that there is not only a fair price but crucially a seat at the table for small-scale growers in future British Floristry Industry discussions.

There are ≈2000 cut flower/foliage growers across the UK, with 11765 ha under production [AIPH]. Recent polls indicate that 30% of small-scale UK growers have more land to grow on but require a clear route to market before upscaling their businesses. There is unused capacity here. This highlights the urgent need for a system that supports local growers while meeting the increasing consumer demand for sustainable floral options.

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 model includes a user-friendly online sales platform, inspired by the Open Food Network, allowing florists to purchase - at similar prices to the traditional wholesalers - 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 locally to them, while providing growers with a reliable market for their products.

Moreover, the research team plans to implement a unique training programme for growers, focusing on quality standards and effective, sustainable, cultivation methods.

Links to articles or external websites:
Farming Innovation Programme

University of Surrey - Press Release

If you’d like to discuss funding please get in touch with us by email:
zanna@spindleflowers.co.uk

debbie@eastlothianflowerfarm.com