Sustaiabloom has launched the Wholesale Nickel Program, a new initiative that empowers wholesalers to support industry-wide sustainability efforts with a simple yet impactful contribution.
Through this program, participating wholesalers are invoiced monthly on their orders from participating growers and shippers, and they can choose to contribute up to 5 cents per box. These contributions go directly to Sustainabloom to support the development of educational guides, resources, and research—all designed to help educate the floral industry in sustainability and drive meaningful change.
By participating in this program, wholesalers can take an active role in supporting sustainability and demonstrate their commitment to environmental and social responsibility.
"We are excited to offer wholesalers a new, powerful way to contribute to the future of sustainability in the floral industry," said Debi Chedester, Executive Director of AFE. "Every cent counts when we join together. By participating in this program, companies are investing in vital research and educational tools that will benefit the entire supply chain for years to come."
The funds raised through this program will help Sustainabloom continue providing free, research-driven sustainability education and resources to businesses of all sizes. Participating wholesalers will see a charge at their chosen amount per box reflected on their monthly statements, with contributions sent quarterly to AFE. All contributions are tax-deductible, and participating companies will be recognized on Sustainabloom's website and in communications. Companies can also choose to make a one-time donation to Sustainabloom here.
The Wholesale Nickel Program was officially introduced at the 2025 WFFSA Floral Distribution Conference in Miami, Florida, by Gustavo Gilchrist, President of Kennicott Brothers Company, one of the founding supporters of Sustainabloom. During the presentation, he also introduced a new video by Sustainabloom, emphasizing the importance of collaboration and taking proactive steps towards a sustainable future. Watch the new video here.
Wholesalers across the industry are invited to join this initiative and be part of a collective effort to drive meaningful change. While a few cents per box may seem small, when multiplied across hundreds of orders from participating wholesalers, it can create a significant impact in funding crucial sustainability efforts.
For more information:
Sustainabloom
sustainabloom.org
