The international flower industry is not exactly a thing of beauty.

Every week, 30 planes full of flowers from Ethiopia and Kenya transit through Liège Airport, to be transported by truck to Belgium, the Netherlands, the UK and Germany. Transporting and keeping the flowers fresh in refrigerated spaces has a significant impact in terms of CO₂ emissions. Industrial local production in warmed and lighted greenhouses is not the solution as it generates even more CO₂.

Additionally, the international trade in cut flowers is detrimental to the originating countries themselves as it uses harmful pesticides, diverts water from food crops and has poor social standards for workers.

It's time to develop a responsible and circular flower industry in Belgium and Europe. That's why Il Était Une Fleur has been instrumental in founding the Belgium Slow Flower movement.

This Belgian florist has definitely decided to swim against the flow of her industry, working with nature rather than exploiting it. She uses branches and leaves from the local business park's gardener as mulch to feed and protect her soil, and leaves unsold flowers in the field for insects and birds, cutting only the ones she will actually use in bouquets. She is also developing a partnership with Rosemarie Confetti: this Belgium-based company makes wedding confetti by drying petals from unsold flowers. The end result is a prettier, more circular alternative to rice.

She operates a short circuit supply chain and develops partnerships with local businesses. She even avoids the typical overuse of cellophane by selling her flowers at markets wrapped in old newspapers.