Our New Provenance Labels

We’ve made the decision to label our bouquets with the provenance of the flowers - we’ll now show the percentage of cumbrian and/or british grown flowers in that bouquet.

Our customers will see the percentages change across the year from 100% Cumbrian at the moment to 100% British in the winter months, and a mix in the spring/autumn months. I’m happy for our customers to know this, there’s nothing to hide here!

I’d like to see all flowery businesses make this commitment, and am working on a collection of labels that will be available to buy to help other florists and farmer-florists communicate the provenance of their flowers effectively. I know from my own customers that provenance increasingly matters and that being a conscious consumer is the trend as we grapple with living more sustainably.

In the face of environmental crisis I’d like to cultivate consumers who ask ‘where’ and ‘how’ when they buy flowers in the same way that they look at labels when buying vegetables or clothing. I’m fed up of greenwashing, a lack of transparency and dishonest hashtags. I want big brands and retailers to provide information but when nobody asks why bother? So let’s “be the change” and lead by example and get people looking for information on ‘where’ and ‘how’…

Harriet x