News » 29.04.2025 - US: Sustainabloom celebrates anniversary of website launch

One year ago, Sustainabloom's website was launched with a mission to help floriculture businesses, at every level of the industry and every step of their sustainability journey, explore ways to meet environmental, social, and economic goals.

Since the website launched in April 2024 by the American Floral Endowment (AFE), Sustainabloom has grown rapidly into a free hub chock-full of research-backed resources, educational tools, industry news, and program support initiatives. Organized in an easily accessible website, the program has already flourished into an impressive nucleus of information that has formed a knowledge-rich foundation meant to be shared, explored and expanded on as the industry and sustainability evolve.

It has quickly developed into a catalyst for change for industry members who are thirsty for knowledge and guidance in their efforts to best meet the needs of their current business operations while preserving and strengthening the industry for future generations.

Pat Dahlson, CEO of wholesale florist company Mayesh and instrumental as a founding supporter of the development of Sustainabloom, said the initiative has become a way to ease the oftentimes overwhelming feel of sustainability for a business owner.

"I think it's about taking small bites and having a place where you can learn how to take small bites at it," said Dahlson. "It's about having a place where you can learn that there are certain things all of us can do, regardless of how much we have done or not done yet."

Success in the making
Although it was 2024 by the time Sustainabloom's website was introduced to the public, AFE had long before started to conceptualize the idea. Dahlson, a former member of the AFE board, said AFE's executive director, Debi Chedester, CAE, ignited a flame for the program years before, in 2021, seeking opinions from industry experts, outlining a structure, assembling a first-rate research team, organizing fundraising programs, and directing marketing initiatives.

"As the Advocate General for this program, before it was even named Sustainabloom, Debi was the driving force behind the initiative," he said. "She's been passionate about it since the beginning and has become a cheerleader for the program. She has kept it together and moving in the right direction in getting it done well."

With a bright and clear vision, AFE organizers drew on the expertise of North Carolina State University researchers Dr. Melinda Knuth, assistant professor of horticultural sciences; Dr. Brian Jackson, director and professor of horticultural substrates lab; and Amanda Solliday, Ph.D. research associate, horticulture science. The team sifted through thousands of pieces of research and content to curate the most up-to-date, relevant guidance.

The result is a comprehensive resource hub with links to industry-wide articles and research. Researchers also developed 16 guides so far, catering information specific to growers, wholesalers and retailers. The current guides, which offer actionable insights and real-world sustainability efforts, cover categories including Carbon Accounting, Circular Economy, Composting, DEI, Consumer Demand and Preferences, Employee Continued Education, Energy Efficiency, Health and Parental Leave Benefits, Integrated Pest Management, Inventory Management, Nutrient Management, Plastics, and Substrates and Fertilizers. More guides detailing research about water conservation, work visas and lighting are due out later in 2025.

A new addition to the Sustainabloom program is a video highlighting the initiative and encouraging industry members to become involved and committed to sustainable practices in their business through the use of the program. Sustainabloom Road was created in collaboration with farm-to-art floral artist and creative director Katie Lila Broadbent of Flowers for People, with the beautiful blooms in the video donated by longtime AFE supporter Continental Flowers.

Broadbent said the project was unique and special. When AFE approached her about the project, she fell in love with Sustainabloom's mission, she noted, especially as it seeks to break down walls often associated with sustainability.

"I think they are up against some really hard barriers in the industry with a lot of conflict and debate. They are on a brave stage," said Broadbent. "Sustainability is a triggering word."

Broadbent explained that the goal for the video was to symbolize collective effort toward sustainability. She collaborated with local growers Tia Rowan of In Bloom Urban Flower Farm and Louise Sullivan of Sullivan Family Farms in Washington to convey a sense of unity within the industry.

"When I considered how to tell Sustainabloom's story powerfully, I realized we needed to return to the artistry of flowers," she said. "Sustainability can be interpreted in many ways, like flowers. Each person sees both differently. Yet, when we each put effort into mindfully making small adjustments in our workflow, we are placing our flowers on the Sustainabloom Road — We're paving a path toward a brighter future for everyone."

More to come
As sustainability continues to evolve, so will Sustainabloom. Organizers and researchers are looking for additional avenues to explore, bringing the most helpful and relevant information to industry members. To assist in those efforts, AFE has launched a $2.5 million fundraising campaign.

"The goal of the campaign is to create a permanent fund that everyone can feel good about contributing to ensure that Sustainabloom continues to thrive and grow for industry members for years to come," said Chedester. "The generous support we have received to make Sustainabloom what it is today has been incredible. We are hopeful we can facilitate that ongoing support to take Sustainabloom to new heights in the future."

Researchers are already at work, planning the next stages of the initiative. As a guide to further education and resources, they conducted an online survey collecting data to analyze sustainability beliefs and practices in the floriculture industry nationwide. The results highlight what industry members are currently doing in terms of sustainability and what barriers they may face in those efforts.

Feedback from industry business owners have shown that many want to strengthen their commitments to sustainability; however, communication and costs are common barriers they face. Dahlson said this is an area where Sustainabloom has demonstrated great strength in helping ease those concerns.

"I think one of the things that Sustainabloom does well is that it doesn't sugarcoat anything. Sustainable efforts may cost more sometimes, but Sustainabloom helps business owners understand that and explains it may be a little bump you may need to go over in the short term, but then the resources show you how that's going to benefit you and save you in the long run," he said.

Madison Milgard, brand director for Continental Floral Greens headquartered in Washington, said her company became a supporter of Sustainabloom because it was the first of its kind in the U.S. to focus on sustainability efforts in the floral industry. She said working with consumers who have more awareness about what they are buying and a younger generation that is bringing a fresh perspective to sustainable efforts across all industries makes a program like Sustainabloom critical for the future.

"There was no one to lead by example. We never had that visibility or place to go for those resources," she said. "We are starting to have those conversations in a bigger way with the whole industry. Instead of bragging about a certification, Sustainabloom shows what people are really doing. We needed a leader to get that information out there and make it cool. Sustainabloom shows it isn't impossible to do."

 

Source: www.floraldaily.com

« Back