Flower power
Businesses combating waste in the floral industry by giving new life to old buds
Regifting often gets a bad rap, but it can actually be the most thoughtful gesture — both for the recipient and the environment.
As consumers become more eco-conscious, services are popping up to reduce wastefulness in the flower industry, extending the life of old bouquets that were previously thrown away after a big event. Considering that the floral gifting market is expected to reach $16 billion in revenue by 2023, buying from eco-friendly operations can have a huge effect. According to one estimate, the roughly 100-million roses grown for a typical Valentine’s Day in the
U.S. produce about 9,000 metric tons of carbon-dioxide emissions.
“When you realize what the supply chain looks like and the number of hands that touch these flowers, and then they’re only appreciated for a couple of hours, it’s kind of disgusting when you think about the amount of resources that go into it,” says Jennifer Grove, founder of New York City-based flower service Repeat Roses.
PLAYING MATCHMAKER
While working as a wedding designer and corporate planner, Grove oversaw the design of floral arrangements, only to see those creations discarded within a few hours. In 2014, she founded Repeat
Roses to make it easier for clients to donate used bouquets. Like a traditional floral service, the company sells high-end floral decorations for weddings or social events, but it then recycles or composts them. If a customer chooses the signature repurposing service, a Repeat Roses team can remove the arrangements from the event and then restyle the flowers into bouquets to donate to hospitals, nursing homes or shelters. “It’s a logistics business, and we’re trying to make sure we are strategic in where we play matchmaker,” Grove says. When the charities are finished with the flowers, Repeat Roses also picks them up and composts them. The altruism isn’t free — prices start at $1,750 for the removal and repurposing service to account for the transportation and labour costs.
SUSTAINABLE SISTERS
For those interested in giving another life to their blooms without having to pay a fee, startup ReVased operates a flower recycling service that will pick up the old flowers free of charge. Those hosting a big event with lots of floral arrangements can contact ReVased in advance to schedule a pickup. The company repackages the flowers for its delivery service. Sisters Arielle and Aviva Vogelstein started ReVased in 2019.