A new partnership between FTD and a certification programmed aimed at identifying “green” businesses could help some florists better market their eco-consciousness to consumers.
Through the partnership, FTD member florists can become certified through the Green Business Bureau, a group that certifies small- and medium-sized businesses around their world for their environmental efforts.
To participate, florists must complete an online assessment that “validates their current sustainability efforts, identifies areas where their businesses could be more environmentally friendly and work toward reaching their goals with assistance from the Green Business Bureau’s online library of step-by-step plans, activities and links to vendors,” according to Heath Mielke, FTD’s senior vice president of member solutions and quality, who called the Green Business Bureau a “natural fit” for FTD florists.
“Not only can members adopt ‘green’ initiatives that will help them trim their costs and operate in a more environmentally friendly manner, they also have the potential to attract new customers who value these business practices,” he said, noting that FTD florists will receive a 40 percent discount on their Green Business Bureau membership ($225 versus $375). “We know that green status matters to consumers. We know that 91 percent of consumers expect companies to do more than turn a profit — they also expect them to operate responsibility to address social and environmental issues.”
The certification process is conducted online through seven general categories of green initiatives, including business practices and organization, office space, outdoors and transport, copy and printing, break room and bathroom and community involvement, along with more industry-specific suggestions that can both reduce a business’s environmental footstep and save money, Mielke explained.
“Regular refrigerator cleaning and maintenance can save between $300 and $500 a year,” he said. “Instructing delivery drivers to not leave vehicles running while making deliveries can save hundreds of dollars a year, as can swapping incandescent and halogen light bulbs for LEDs.”
Once certified, businesses receive seals and decals that can be posted in-store and online.
At press time, Mielke said FTD does not have plans to help market the Green Business Bureau and its efforts directly to consumers.
“Our area of focus will be helping florists in their greening efforts and encouraging them to communicate their efforts to consumers,” he said.