Exploring U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry
Locally sourced flowers refer to flowers that are grown and sold in the same geographic area, typically within a 100-mile radius. They are often grown by small-scale farmers and sold at local farmers’ markets or through community-supported agriculture programs. Buying locally sourced flowers claims to support local agriculture and reduce transportation emissions.
The Floral Marketing Fund’s recent study, U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry, explores consumers’ perspectives on sustainable practices, including locally-sourcing flowers, among many other sustainable practices.
So, how do your customers perceive locally sourced flowers? And how much more would they be willing to pay for them?
In this study, 61% of the participants indicated a willingness to pay 10% or more for locally sourced flowers, with 31.7% of all participants willing to pay 15% or more for locally sourced flowers.
Are you surprised by these statistics? How does this compare with your own customers?
Now….. Are you ready to start your own locally sourced flower program? Here are some tips on how to find locally sourced flowers in your area:
- Check out your local farmer’s market or co-op for locally grown flowers
- Use online directories such as Local Harvest or Slow Flowers to find local flower farms in your area
- Ask other florists in the area if they source their flowers locally or if they know of any local flower farms
- Reach out to local garden clubs or horticultural societies for recommendations on where to find locally sourced flowers
- Consider joining a community-supported agriculture (CSA) program that includes locally grown flowers in their shares.
“Okay….. I’ve found my local flower resources! Now, how do I market this program?”
- Highlight the benefits of locally sourced flowers, such as their freshness, sustainability, and support for local agriculture, in your marketing materials.
- Use social media platforms, such as Instagram, to highlight your locally sourced flower arrangements and attract potential customers.
- Partner with local businesses or events, such as wedding planners or farmers markets, to offer your locally sourced flowers as part of their offerings.
- Offer subscription services for weekly or monthly deliveries of your locally sourced flowers to customers.
To read the full study, view additional articles on other sustainable practices, and watch webinars, click here. You can share any of your own business experiences with us at info@floralmarketingfund.org.
By Cindy Hanauer, Grand Central Floral
