One Business that has inspired me in its sustainable mission and affect on the overall floral industry is Petal by Pedal. In the spirit of Valentine Day, I think that looking closely at the Floral Industry is appropriate.

Kate Gilman founded Petal by Pedal in New York City about three years ago after learning about the harmful side of the floral industry. The use of harmful pesticides and abuse of human labor are a few of the largest problems that exist in the industry today. Another large problem is the carbon emissions and massive energy use required for transporting flowers from the country they are grown in to North America and other countries that they are sold in. Not so fun fact: 80% of flowers sold in the USA are imported from other countries.

Gilman saw Petal by Pedal as a solution to many of those problems. Still providing customers with a gorgeous product, all flowers are delivered on bicycle and are sourced from local (and often organic) farms around the New York Area. She has grown her business to create shared value for suppliers, employee’s, customers, and those indirectly affected from the reduction of carbon emissions through her business strategy.

Admittedly, Petal by Pedal is a small company, and though it is growing, large companies that sell millions of dollars of flowers annually need to address this as well. The power that Petal by Pedal and other small flower companies have are a growing market niche that is starting to push the large companies towards changing their practices. Thinking to the Path to Green Growth, large floral companies have the option to accentuate sustainable practices they already possess, acquire companies who are leaders in sustainable floral sales, or architect a new segment or brand that looks at these issues. I think that it would be best for companies to accentuate and improve their existing practices for selling flowers before thinking of acquiring or creating a new product segment.

I already follow Petal by Pedal, and Kate Gilman, because I am inspired by the sustainable practices and environmental ethics that are at the core of her business. So clearly, I am a fan. I think that it is important for larger firms, however, to take a cue from Petal by Pedal and work through their supply chain to not only address issues of environmental sustainability, but also social and health sustainability for workers. This Valentines Day, buy from your local florist or at the farmers market!