07/07/2025
When Florada began in 2020, a global “slow flower movement” was already happening. Thanks to author Debra Prinzing who wrote two books called “The 50 Mile Bouquet” in 2012 and “Slow Flowers” in 2013, florists were catching on to the negative environmental impacts of the commercial flower industry, and small businesses worldwide started to adopt new practices, sourcing flowers locally, and dropping toxic materials like floral foam.
Until recently, there was no official education or regulatory body for floristry in Australia, and the movement was mostly driven by passionate florists who could see the need for change, and got to work in their own tiny corner of the flower world.
Thankfully, just as Florada began, the Sustainable Floristry Network (SFN)—founded by Rita Feldman—was also developing. In 2024, SFN launched an industry education program Flowers 2030, which Florada is now a proud member of. Doing so has not only strengthened our understanding and appreciation of the global cut flower industry and its outdated practices, it also shows our commitment to the “slow flower movement”, and a to better future of floristry.
