We all say it: we want flowers and plants we can feel good about. Grown without chemicals, with respect for people, animals, and the planet. But the moment a flower isn’t completely “perfect” – when there’s a bug visible or a spot on a leaf – we turn up our noses. We want the results of sustainable cultivation, but not the consequences.
And that’s where it starts to hurt. Because biological pest control works. It makes gerberas stronger, cultivation fairer, and the environment healthier. But it requires every single link in the chain to look at things differently. And let’s be honest: as a sector, we’re nowhere near there yet.
A phone call with FM Group’s quality control team painfully exposed the issue. When asked: how do we assess gerberas that are biologically protected? The answer was: “The way we evaluate quality hasn’t really changed. We look at appearance: no spots, no bugs. – Huh… I never really thought about that!”
This shows how deeply ingrained this old ideal is in our system. Quality checks are often based on outdated notions of what a ‘perfect’ flower should look like. You’ll still hear: “The customer doesn’t want that.” But when a flower is grown in a living greenhouse, it’s normal to occasionally see a small beetle or signs of a natural enemy. As long as we keep inspecting through yesterday’s lens, we’ll keep blocking progress.
Gerbera buyer Willem Guijt shares: “Yes, I’ve received complaints before – customers said there were bugs on the gerberas. The customer told their sales rep, who came to me. So I called Seth at Gerbera United. ‘There are bugs on the gerberas,’ I said. And Seth – rightly – got upset. ‘Well, what do they want?! Everyone says they want sustainability... but are they truly ready to change?’”
And that’s exactly the problem. The grower is doing the right thing. But if the customer doesn’t know the story behind it, it will be seen as a flaw.
Biological pest control changes the product. No more artificially perfect looks. No sterile, pristine flowers, but flowers that are naturally protected. That means you might see a small beetle, a speck, or a parasitized aphid. Sometimes there’s a spot on the petal or leaf. The flower looks raw and real – because it is.
But as long as we cling to the outdated idea of “perfection,” these signs of sustainability will continue to be seen as defects.
As FM Group, we are at the center of the chain. That means we have a crucial role to play. We must:
Inform florists and end customers. Explain why a flower with a bug is actually a clean, responsibly grown product.
Help our colleagues change their perspective. Don’t immediately reject or complain about a spot or bug, but understand what it says about the growing process.
Start the conversation. With customers, with buyers, with sales reps. Open, honest, and without fluff.
Lead by example. No greenwashing, but clear, committed choices: this is what we stand for.
Yes, it’s scary. There’s reputational risk. Customers may walk away if the story isn’t told properly. But the biggest risk? That we stand still while the world moves on.
Consumers don’t want greenwashing or slick marketing. They want to know where their flowers come from, how they were grown, and what was used.
But the sector – from grower to florist – has to dare to tell that story. We point fingers at Shell and say: they need to change. But are we getting out of the car ourselves?
A flower with a bug or a small sign of life is not a mistake – it’s proof that it was grown cleanly and with respect for nature. The idea of perfection as we once knew it – a gerbera without a single spot or mark – no longer fits in a world where sustainability is the norm.
Each flower is a chance to share this story with the consumer. To explain that beauty and responsibility go hand in hand. Because only when grower, trader, florist and customer join forces can we build a future-proof sector.
The floral sector is at a tipping point. We can continue as we always have – and quietly lose ground. Or we seize this moment. We explain. We show. And we stand together for sustainable choices.
At Gerbera United and FM Group, we believe it’s possible. But it takes courage, honesty, and collaboration. No more flawless pictures. But flowers that make sense – from root to vase.
What can you do as a florist with this story?
Read part 3: What You Sell, Matters.
