Friend of the month – February

Have your say in February… Pieter Landman from the Netherlands!

“The trend is more getting back to sustainable and honest flowers as a gift, rather than over expensive luxury gifts”

We spoke with Pieter Landman, of the most well known floral designers and owner of Blooming Vision BV. He spoke about his work during Valentine’s Day, millenials and aspirational customer trends and why for florist is important to work with sustainable flowers!

Florverde® Sustainable Flowers: This month USA will celebrate Valentine’s Day, how are you preparing for it? 

Pieter Landman:  I am already working on product development for the next Valentine’s Day, in my profession you have to be pro- active but the production on the farms is now of course ‎in the highest gear, to bring for all lovers of this planet a beautiful floral gift.

FSF®: How have new generations (Y and Z) changed Valentine’s Day?

Pieter:  Nowadays, new generations have more access to different kind of gifts comparing to years ago, although the trend is more getting back to sustainable and honest flowers as a gift rather than over expensive luxury gifts. People realize that giving flowers always gives a smile back to you!!! 

FSF®: Do you think sustainability have an important role for Valentine’s Day? Why?

Pieter:  Sustainability for flower is absolutely important. The consumer likes to purchase flowers with a sustainability label for themselves and a present. As the majority of the population cares about the planet earth and the people hosting it.

FSF®: How important is for florists to work with sustainable flowers?

Pieter:  For us as floral designers it’s important to work with sustainable flowers knowing that’s safer for our health, plus nor less important that the flowers are grown by people who are treated with respect on the farms, we as floral designers like to have our hands dirty, just on dirt and not on dishonest products.

As a florist, do you care about the source of the products you use? are your clients aware of the sustainable label on them? we’d love to read your experiences and share some thoughts about what’s behind a sustainable certification label and Valentine’s Day gifts 😉