Part 3: What you sell matters - On the road to honest flowers with Gerbera United

Still, the success of biological pest control doesn’t depend solely on what happens inside the greenhouse. It also requires a shift outside the greenhouse. From quality controllers who must learn to assess differently. From buyers who dare to explain why a flower may sometimes look a little different. From florists who are willing to tell the honest story. It asks something of all of us.

Stephanie Steichele, a sustainable florist at Blumen Kuhn Floraldesign in southern Germany and FM Group customer, doesn’t hesitate when asked what motivates her. “We work with nature every day. So it only makes sense to also act in its interest. For us, sustainability isn’t a strategy - it’s just common sense.”

In her shop, it’s not only about aesthetics, but also about meaning.

Flowers with life on them? In theory, not a problem. In practice: tricky. Stephanie says, “An innocent insect isn’t an issue for me. It’s actually a sign that no toxins were used. But many of my customers still see it as a problem.”

And that’s where friction occurs across the chain. In part two, we heard a quality controller say: "The customer doesn’t want it." Now the florist says: "My customer won’t accept it." Everyone points to the next link - but who takes the lead? Maybe the customer is more open than we think - if only we tell the right story. As long as no one starts that conversation, the misconception lives on. And if we all keep waiting for “the other” to change, we’re holding each other back. It’s time to break the cycle.

That ‘old standard’ - a flower without blemish or flaw - has long been our ideal. But that ideal conflicts with the reality of sustainable growing. We can’t keep clinging to a perfect-looking product while also demanding less use of chemicals.

What we need is a new definition of quality. One that allows for authenticity, character, and a story behind the flower. In other industries, we’ve already seen this shift: crooked cucumbers are no longer seen as waste, but as signs of reduced waste. So why still demand clinical perfection in flowers?

Sustainable growing sometimes means a curved stem, a mark on a leaf, or a visible trace of life. Not flaws, but signs of care and respect in cultivation. It’s time to embrace imperfection - and to show its beauty. That takes collaboration. And a story that aligns - from greenhouse to counter.

Working sustainably means making choices. And those aren’t always easy. For a florist like Stephanie, the biggest challenge is sourcing. Smaller local growers may be environmentally friendly but lack formal certifications. Customers want proof, labels, guarantees. And as a florist, you can’t just put a label on what you sell - even when you know it’s the right thing.

Still, progress is being made. Thanks to cooperation with FM Group, it’s now possible to filter for sustainable products in the webshop.

What can growers and wholesalers do to better communicate the story of biological pest control? According to Stephanie:

• Show transparency: share background info on products, growers, and origins.

• Provide visual support: clear labels and recognizable symbols.

• Share knowledge: offer training materials or simple explanations.

FM Group is already leading the way here, she adds:

As a florist, you’re the final link - and the key storyteller. You see the customer. You hear the questions. So you can make a difference:

• By being open about the choices you make.

• By explaining what a tiny mark or bug means.

• By linking sustainability to beauty and meaning.

Stephanie uses her website, offers advice in-store, and occasionally puts up small signs. “We still don’t do it enough,” she admits. “Because to us, it’s just common sense. But it’s actually essential to keep repeating.”

Storytelling is essential. But only works when done across multiple touchpoints:

• Stickers and cards create quick recognition.

• Social media adds emotion and a human face.

• Personal advice makes the message credible and lasting.

A biologically grown gerbera with a sleeping predatory mite isn’t a flaw. It’s proof. Proof that the grower chose a different path. Proof that you, as a florist, support that choice. And that you take your customer seriously. Only together can we shift that perception.

For those who want to see the real story, the doors at Gerbera United are always open. Transparency is in their DNA. So if you’re curious about how biological pest control looks in practice - you’re warmly invited. Walk through the greenhouse, ask your questions, see for yourself. The coffee is ready. And the story is waiting to be shared.

Because only together can we write a story that makes sense. With honest choices. With knowledge. And with each other.