Hoek group was honoured to speak at the FlowerWatch x Interplant Roses Open Day in Naivasha, Kenya. An event focused on sustainability and innovation in floriculture. Hoek group shared how Hoek flowers Kenya is leading the way by delivering flowers directly from growers to florists, skipping unnecessary stops. With discussions, expert speakers, and networking opportunities, the day highlighted our commitment to a more sustainable flower industry.
Sustainable Together
The theme, “Sustainable Together,” focused on the importance of working together in building a more sustainable flower industry. Important industry players such as Kenya Plastic Pact, Cargo Lite Boxes, and FlowerWatch shared their ideas. Topics included direct supply chains, carbon-conscious logistics, and transparency in sourcing.
Hoek group’s role in sustainability
Ashlea Gulle spoke for the Hoek group about the sustainable direct supply model. She highlighted the growing pressure from florists on sustainability and highlighted Hoek group’s role in guiding clients through certification transparency and sustainability. Ashlea also addressed the challenges of working in a greenwashed industry with increasingly aware consumers.
Insights from industry experts
The event also featured other presentations. Jeroen van der Hulst from FlowerWatch discussed improving freight efficiency in Kenya through better pallet packing and box standardization. He also addressed the impact of ready-made bouquets on carbon footprints and highlighted Hoek flowers’ success in achieving 4000kg+ pallet weight in Bogota.
Elfrieke van Galen from The Rock Group, with 20 years of sustainability experience, focused on broader issues, such as plastic, water, and chemicals. She emphasized that many growers and companies practicing sustainability do not get the recognition they deserve and encouraged businesses to take a broader view of sustainability.
A successful and interactive event
The event ended with an interactive discussion, where attendees exchanged ideas on sustainability topics and shared ideas with industry leaders. The event was a big success, with 144 growers and industry professionals attending and a 95% turnout rate. Hoek flowers Kenya had the opportunity to explain its unique business model, connect with new and existing growers, and take part in discussions about sustainability in the flower industry.
Looking ahead
Hoek group is excited to continue participating in events like this in the future, sharing the Hoek flowers story, and raising brand awareness for both Hoek group and our sustainability efforts.
