We are thrilled to introduce the digital release of the PPW Guidance 2024, an invaluable resource for florists seeking to adopt more sustainable practices and providing essential guidance on managing Plastics, Packaging, and Waste issues within the floriculture sector. This comprehensive guide, developed through a close collaboration with the PPW working group, offers insights and practical recommendations tailored to our industry, addressing both the challenges and opportunities in sustainable floral practices.
The British Florist Association is proud to have played an active role in the PPW working group, joining industry experts, suppliers, and advocates for sustainability in creating this guidance. In September, the working group successfully launched the printed booklet at a special event in Coventry Cathedral. Now, the digital version is available, offering even greater depth and detail. We can’t wait for you to dive in and explore the wealth of information it holds!
Inside the Guide: A Conversation with Dr. Jill Timms
To shed light on the story behind the guide, Dr. Jill Timms, Senior Lecturer in Sociology and a leading voice in its creation, shared her thoughts on how the project began, the challenges overcome, and the vision for the guide’s future.
How did the idea for the PPW Guidance 2024 come about?
“This guide has an interesting story behind it and is the latest output of multiple projects we’re working on to improve sustainability practices in the flower industry. There is already a lot being done, but of course, much more is needed urgently. Our PPW Guidance answers key questions about the problems we face and offers practical suggestions for anyone who buys, sells, or works with flowers. This is why it was wonderful to have the BFA involved, and it was fantastic to bring the Guide to FleurEx right after its national launch. I so enjoyed speaking with your members and florist trainers. FleurEx is always a beautiful, uplifting weekend—thank you!”
Could you tell us about the project’s origins and what inspired it?
“The guide was produced by the Plastics, Packaging, and Waste Working Group, set up following the Building Collaboration in the UK Floriculture Sector project funded by IDH (the Sustainable Trade Initiative). Representatives from various parts of the sector came together to prioritise issues, and waste, plastic, and packaging was chosen as the first area to address. This project was inspired by earlier recommendations from a COVID Rapid Response initiative, partly funded by the UK Government, to investigate cut flowers as a vulnerable supply chain. Our story goes back a long way, even before that; my colleague, Professor David Bek, and I started the Sustainable Cut Flowers Research Project in 2016, working to enhance sustainability across the industry. We coordinate the working group under this project, with funding from Coventry and Surrey University’s ESRC Impact Acceleration Award schemes.”
Could you kindly share the names of your colleagues and universities you’d like to be credited for their contributions?
“This project was strengthened by the diversity of our working group members, including sustainability and plastics researchers, florists, growers, importers, wholesalers, certification bodies, professional associations, and more. These individuals and organisations contributed through meetings, providing information, and reviewing content. We are especially grateful to the Sustainable Floristry Network for their insights and accessible resources, and to Dr. Angela Coulton for her tireless work in collating contributions. This guide truly reflects co-production across a range of expertise and backgrounds.”
What were the initial goals when the project first began?
“The Building Collaborations project highlighted eight key areas for progressing sustainability in the flower industry, with an overarching aim to launch a UK initiative for coordinating these efforts. Although funding proved challenging, Dave and I took on the coordination of a working group dedicated to waste, packaging, and plastics. In our first meeting, we defined our primary goal: to produce practical guidance for florists. And here it is!”
What were some of the key challenges faced during the development of this guide?
“Collaborative work like this always brings challenges, especially when coordinating input from a wide array of contributors, each with different pressures, priorities, and schedules. Finding time for group workshops and collating feedback from everyone involved was one practical hurdle. To make sure everyone’s voice could be heard, we conducted multiple focus groups and interviews, which enabled us to gather input from as many perspectives as possible.
“One of the more fundamental challenges was addressing the distinct needs across the industry, as each sector has different concerns and operational requirements. For instance, the priorities of a large importer differ significantly from those of a high-street florist, and a church flower arranger has unique considerations compared to a small-scale grower. Balancing these varied perspectives was essential to refining the guidance so it would be practical and relevant for all. Having such a diversity of input ultimately made the guide more comprehensive, helping us pinpoint what would be most useful to different segments and where further detail was needed.”
Were there any unexpected difficulties or breakthroughs that shaped the final outcome?
“It’s uplifting to say that any difficulties were largely overcome by the passion, dedication, and commitment of our members, all motivated by a desire to create a sustainable future for the flower industry. This overarching commitment means people can see connections between their work and others across different parts of the flower supply chain, showing that collaboration is the only path forward. Although that might sound like a cliché, this working group demonstrates how progress is possible when people work together.”
What feedback have you received from the floristry community or other key players?
“Our launch at Coventry Cathedral, followed by FleurEx, provided an opportunity for immediate feedback, which has been overwhelmingly positive. However, it’s still early days, and the most valuable insights will come as people start applying the guide’s suggestions in practice. We encourage you to share the guide widely; the online version is easy to access and includes extra details on alternative materials and links to further resources. We truly want to hear your feedback, so please be in touch with your thoughts and experiences. I’d love to report back to you and your members in a future update on what we’ve learned and to address any questions that arise!”
What are the next steps after the launch of this guide?
“We’re now setting new goals for the PPW Working Group and would love to hear your current challenges, ideas, and suggestions. The Guide has our contact information, and you can sign up for updates on our website or follow us on LinkedIn and Instagram. Stay in touch and thank you for joining us in this journey.”
This guide represents an incredible collective effort, and we encourage all members to explore the Plastics, Packaging, and Waste (PPW) Guidance 2024 in full. Download it here and let us know your thoughts—your feedback helps shape the future of sustainability in floristry!
Write to sustainability@britishfloristassociation.org with your feedback!
