Every morning at the flower auction, the process begins again. We search through thousands of carts to find flowers that meet our strict criteria: they must be auction-fresh, of the highest quality and sustainably certified. It sounds simple, but it's actually a daily puzzle in practice. Fortunately, after over 95 years in the business, we've mastered the tricks of the trade.

The daily challenge of being a sustainable florist

Not all flowers are always available sustainably. Some days, the supply of MPS-A+ certified roses is limited; on others, it is plentiful. Then there are seasons when certain flowers simply aren't grown locally.

That's when the puzzle begins. Which growers have the best quality flowers with the highest certifications today? Which colours complement each other beautifully? And which flowers are currently in season? Thankfully, after all these years, we usually don't have to search for long; we recognise the right flowers immediately. It's as if they're saying: 'Today is our turn — buy us!'

What does Gold mean for your flowers?

Our Gold certification from the Sustainable Florist Barometer is impressive, but what exactly does it entail? It means that at least 50% of the flowers we purchase have a sustainability certificate. That's not 15% like with the Bronze level, nor 30% like with the Silver level, but a minimum of 50%.

Is that enough? Not for us. That's why we also have an Extra Sustainable Flower Collection, where every bouquet consists of flowers that are 100% MPS-A or MPS-A+ certified. These are the highest levels available. Which flowers are in those bouquets exactly? This varies by season and even by day, as we only use flowers that are sustainably available and auction-fresh at that moment.

Here are three things you might not know about buying flowers responsibly

1. The origin of flowers does not necessarily indicate their sustainability. Flying may sound polluting, but the biggest climate sin is often closer to home, such as growing flowers in a heated greenhouse. Flowers from sunny countries require less energy to grow. Therefore, the real difference lies in the cultivation method rather than the travel distance.
2. Seasonal flowers are often very affordable: tulips in April, for example. They're plentiful and affordable, making them climate-friendly too. Tulips in November, however, are more expensive and less sustainable. They're either stored or imported from far away, making them more expensive and less sustainable. Timing is everything with seasonal flowers.
3. Sustainable flowers often last longer. Growers with MPS-A+ certification are strictly monitored throughout the entire cultivation process. This usually leads to better quality. The result? Flowers that stay fresh for longer in the vase.

Why don't we ever order in advance?

The season determines what's available. Today, it's the dahlias with MPS-A+ certification that are beautiful; next week, perhaps it will be the hydrangeas. The week after that, it will be something different.

That's why we don't work with stock, only auction-fresh flowers. Every day, we ask ourselves: what's blooming now? Which has the highest certification? Which colours are the most beautiful? By buying fresh flowers every day, we can ensure that you always receive blooms that perfectly match the moment and the season.

A-quality: an underestimated choice for sustainability

We're proud to say that all our flowers are A-quality. You might think that sounds like marketing talk, but it has everything to do with sustainability.

For example, a standard rose lasts for five days. Our A-quality roses stay fresh in the vase for two weeks. That means you get to enjoy the same flower for more than twice as long. Buying new flowers less often means lower production, less transport and less waste.

Another advantage is that growers who deliver A-quality roses are almost always the ones with the best sustainability certifications. They invest in their business, carefully consider their cultivation methods, and strive to deliver the very best. This is reflected in the quality of their flowers and their MPS scores.

Sustainable funeral flowers for a final farewell

We have recently added funeral flowers to our Extra Sustainable collection. Why not make an informed choice for such an important occasion?

Our sustainable funeral flowers are made entirely from flowers with MPS-A or MPS-A+ certification. As with our other sustainable flowers, the exact composition changes seasonally. We always use the most beautiful and sustainable flowers available.

It's comforting to know that the flowers were grown with respect for people and nature, even at a time of farewell. This makes the final tribute even more meaningful.

The things you can't see

Sustainability is in the details that no one thinks about, such as: For example, the cleaning products we use are environmentally friendly and chlorine-free. In the way we separate waste. In our electric delivery vans. It's in our packaging, too — we use as little plastic as possible.

It's also in our daily choices. We don't order flowers for the whole week, but only what we need for that day. Any leftover flowers get a second life in new bouquets. Nothing is thrown away unless absolutely necessary.

We also try to inspire other florists. Because one sustainable florist doesn't make much difference. However, if we work together to make the flower industry more sustainable, it will make a real difference.

What can you do?

• Make an informed choice from our collection. Each bouquet contains as many sustainably grown flowers as possible. Want to make sure that everything is sustainable? Then choose from our Extra Sustainable collection: It's 100% MPS-A or MPS-A+ certified.
• Follow the seasons. Spring flowers in spring, summer flowers in summer and autumn flowers in autumn. This will make a difference to the price and reduce the climate impact.
• Be realistic. Not everything can be grown in the Netherlands. Exotic flowers in winter simply come from further afield. Choose consciously, but also treat yourself to the flowers you love.
• Unsure? Ask us. We're happy to provide personalised advice.

Honesty is the best policy

There are a few things we cannot promise. For example, we can't guarantee that every bouquet is 100% sustainable unless you specifically choose from our Extra Sustainable collection. We also can't promise that all flowers come from the Netherlands. Because we buy fresh flowers daily, the exact composition of your bouquet may differ from the photo.

What can we do? We make the best choices every day. We select only top-quality flowers. We are also transparent about what we can and can't deliver. Nothing more, nothing less.

It can be both

Flowers should be beautiful. That's the point. But they can also be sustainable. At De Duinroos, we strive to combine these two qualities every day. Sometimes it works better than at other times, but we never give up trying. Because we simply love flowers. Preferably sustainable ones.