We all say it: we want flowers and plants that feel good. Grown without chemicals, with respect for people, animals, and the planet. But the moment a flower isn't completely "perfect" – when a little insect is visible or a leaf shows a small blemish – we turn up our noses. We want the benefits of sustainable cultivation, but not always the consequences, FM Group points out in part two of their series on biological crop protection at Gerbera United.

And that's the challenge. Because biological control really does work. It makes gerberas stronger, cultivation fairer, and the environment healthier. But it also requires every link in the chain to adjust the way we look at things. And to be honest, as a sector, we're not quite there yet.

"Are we looking through the right lens?"
A phone call with FM Group's quality control team made things painfully clear. The question was: how do we assess gerberas that are protected using biological methods? The answer: "Our way of checking quality has never really changed. We look at appearance: no spots, no insects." Followed by a pause and a surprised remark, "Huh… I've never really thought about that before!"

This shows just how ingrained the old mindset still is. Quality control is often built around the outdated ideal of a 'perfect' flower. The argument "the customer won't accept it" is heard all the time. But a flower that grows in a living greenhouse will sometimes carry a tiny beetle, a trace of a beneficial insect, or a natural blemish. As long as we keep inspecting with yesterday's standards, we block tomorrow's sustainable progress.

A complaint… or a missed opportunity?
Gerbera buyer Willem Guijt shares an example: "Yes, I've had complaints before. Customers said there were bugs on the gerberas. The complaint went from the customer to the seller, then to me. I called Seth from Gerbera United: 'The customer says there are bugs on the flowers.' Seth was, understandably, upset. He said, 'Well, what do they want?! Everyone says they want sustainability… but do they actually want to change?' And that's exactly the issue. The grower is doing the right thing. But as long as the story behind it isn't understood, customers see it as a problem instead of progress."

The challenges in the chain
Biological control changes the product. It no longer looks artificially flawless. Instead of sterile-looking flowers, we have blooms protected the natural way. That means you may sometimes see a small beetle, a grain of predator feed, or an aphid that's been parasitized. A petal or leaf may carry a tiny spot. The flower looks like pure nature, because it truly is.

But as long as we cling to the old image of 'perfection,' these visible signs of sustainability will keep being treated as complaints.

The role of the trading house
"As FM Group, we stand at the center of the supply chain, which gives us a crucial role: informing florists and end customers that a flower carrying a small insect is actually a clean, chemical-free product; helping colleagues see things differently by not rejecting or complaining about a blemish or bug, but recognizing what it reveals about how the crop was grown; starting honest, straightforward conversations with customers, buyers, and sellers; and leading by example—not through greenwashing, but by clearly showing what we stand for. Yes, it can feel daunting, and there's always the risk that customers may walk away if the story isn't told well, but the far greater risk is standing still while the rest of the world moves forward."

The consumer is ready - "if we dare"
Consumers don't want greenwashing or slick marketing talk. They want to know where their flowers come from, how they were grown, and what was (or wasn't) used in the process. As the Plants & Flowers Foundation Holland puts it: "Transparency and sustainability are no longer extras. They are the new standard."

"What should we convey to our customers?"
A flower with a tiny insect or a natural trace of life isn't a mistake. It's proof that the crop was grown cleanly and with respect for nature. The old idea of perfection – a gerbera without a single spot or sign of life – no longer fits in a world where sustainability is the rule, not the exception.

Every flower offers an opportunity to share this story with consumers, to show that beauty and responsibility go hand in hand. Because only when growers, traders, florists, and customers move together, can we build a sector that's truly future-proof.

The way forward
The flower industry is at a tipping point. "We can continue as we always have – and quietly lose ground. Or we can seize the moment. We can explain, we can show, and we can stand together behind sustainable choices."

"At Gerbera United and FM Group, we believe it's possible. But it requires courage, honesty, and collaboration. No more chasing picture-perfect flowers. Instead, let's deliver flowers that are right in every way – from root to vase."
 

Source: www.floraldaily.com