Innovation

This small florist is unique and known for its positive impacts as it only uses flowers that are Australian certified organic farming flowers (ACO,2018).

Sarabel the business leader of the florist states that she entered the florist industry to make a difference. Sarabel had a mission to find a supplier that shared this interest. So after extensive research, she found that The Urban Flower Farm established in 2012 and based in a Melbourne backyard was following planting standard practices with no genetically modified seeds or bulb stock. Sarabel states “I was very concerned about the environmental impact of our industry. I was also disillusioned by how 'disjointed' our idea of giving flowers has become. I was motivated by the desire to see different things being produced."

The edible flowers can last for up to 12 days if picked and packed on the same day and properly refrigerated throughout the supply chain.

Inspiration

Floresteria is one of a few florists in Melbourne that began adopting this vision for their business. This idea flourished from strong morals to utilize resources in an environmentally sustainable manner. The flowers used by Floresteria also promote good health and well-being by spreading a message of self-love and love for the planet.

Investing in organically grown flowers has challenges Sarabel says: “one of the challenges is that you get a lot of wastage in flowers, more than 50 percent, so I’m certainly doing this for the love rather than for the money.” Their aim is to create profits while still conserving the environment. This small business is determined to build a business based on word of mouth and relationships within the community with a strong focus on sustainability and renewability.

Overall impact

This innovation has created a unique product that attracts loyal customers looking for long-lasting and environmentally friendly flowers. Floresteria's goal is to provide high quality, long lasting, edible flowers to the local community while tracking and reducing their carbon footprint. Floresteria has constantly kept up with market changes. For example, as customers became more conscious of where the products they purchase come from, many started looking for organic products including fresh flowers ( Australia Flower Industry, 2018). Floresteria responded to this pressure by creating arrangements made from organic certified flowers.

The owner uses her product to inspire other women in business. Besides the use of organic edible flowers, Floresteria has maintained a strong emphasis on maintaining gender equality in its operations. As a family business who come from Ecuador, their aim is to give both females and males an equal opportunity in the florist industry. They have proven that an idea can become a potential business opportunity developed by three women. Embracing a culture of fairness and openness has many benefits such as expanded economic growth, promoted social development and enhanced business performance.

Business benefit

Being organic and not sprayed, the flowers tend to retain freshness a lot better. By having ACO flowers for arrangements the florist has been popular as customer retention has been high. As a small local business, customer loyalty and word of mouth marketing are extremely important.

This florist is one of a kind, it gives customers a personalized experience that is produced in a single location giving it a homely and handmade feel.

Also being certified under the ACO program gives sellers the options to ACO “bud” logo on products (Organic Growers, 2018), making it more appealing to customers.

Social and environmental benefit

Floresteria’s efforts to achieve arrangements free of chemicals are an innovation adopted by few florists. As society is increasingly aware of these issues organic consumers aware of the environmental impacts of pesticides are thrilled of the idea of edible and organic flowers, offering customers a unique experience.

Interview

Sarabel Minero, Business Owner