Joost Bongaerts' journey is worth emulating. His love for the floral industry and its value is loud and admirable. This week on Thursd through the 10 questions, he delves into his forty years of experience in the sector. Read on to find out his take on Sustainability campaigns that have gained lots of momentum over the years and continue to impact the consumption and use of fresh flowers.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Joost Bongaerts, and I’ve been passionate about flowers and horticulture since the beginning of my career in 1981. I started as a sales representative in Michigan for Sierafor USA, a marketing group owned by the Dutch flower auction and exporters. We imported flower bouquets from the Netherlands and distributed them to supermarket chains like Kroger and Giant Food. This marketing organization was meant for four years and was discontinued one year after I joined. It was a great experience.
My second job was selling flower bulbs and perennials to garden centers & cut flower growers in New England. around 1993. I started a retail flower shop named BonFleur (Bongaerts Flowers) and my wife Alexandra managed the day-to-day business it became successful. We sold the company twelve years later. Over the years I’ve worked in various roles across the floral industry, eventually becoming the owner of Florabundance, a premier wholesale flower distributor. I also continue to be an Ambassador for That Flower Feeling Foundation, advocating for the role of flowers in self-care and everyday joy. My work is rooted in connecting & educating people about the beauty, health benefits, and emotional impact of fresh flowers."
Question 2
What is so special about your job?
"For nearly forty-four years, my career in the flower business has been a journey filled with beauty, creativity, and profound connections. It began with a deep appreciation for nature and agriculture, which grew into a lifelong passion for sharing the joy that flowers bring to people’s lives. Over the decades, I’ve had the privilege of working across continents, sourcing and marketing blooms that have graced countless celebrations and special moments. My work has allowed me to blend artistry with business, introducing innovative floral varieties, supporting sustainable practices, and adapting to changing trends to keep the industry vibrant and relevant.
Through mentorship and collaboration, I’ve built lasting relationships with florists, growers, and designers, fostering a community that thrives on creativity and craftsmanship. Advocating for flowers as a symbol of self-care and mindfulness has been a particularly rewarding part of my career. Initiatives like That Flower Feeling reflect my belief in the transformative power of flowers to uplift and inspire. My hope is to witness the National Floral Advertising Campaign thrive for decades to come and truly make an impact! With 345 million people, this is more than just a business—it's a way to celebrate life, one flower stem at a time."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"I can name several…… being in the perishable business is being in the logistics business …time is of the essence shipping perishable in and out The most recent challenge has been navigating supply chain disruptions & logistical challenges, especially during peak seasons or global crises like the pandemic. I’m proud of how Florabundance adapted by strengthening relationships with growers and diversifying our supply sources. This ensured consistent quality and availability for our customers, even in unpredictable times."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The floral industry faces significant challenges due to its fragmented nature, with inconsistent messaging leading to consumer confusion. Negative press about sustainability, labor practices, carbon emissions, and waste further harms its reputation. Economic pressures and competition from alternatives like artificial flowers highlight the need to promote fresh flowers as affordable self-care. Younger generations demand eco-friendly and ethically sourced products, while climate change and supply chain vulnerabilities disrupt production and distribution.
To combat these threats, the industry must adopt unified messaging emphasizing sustainability, wellness, and transparency. Proactive PR, collaboration among stakeholders, and highlighting innovations like biodegradable packaging and domestic flower sourcing can rebuild trust. Positioning flowers as an accessible, eco-conscious luxury ensures relevance with modern consumers."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"Florabundance.com had an early online presence in the mid-nineties. E-commerce and digital marketing have revolutionized the floral industry, making it easier to reach customers directly and showcase our products online. We’ve embraced this shift by launching user-friendly platforms like Florabundance.com & Gardenrosesdirect.com for retail florists, independent floral design professionals & event companies, implementing SEO strategies, and running effective ad campaigns. We also create engaging content via different social media channels such as Instagram, Meta, Pinterest, blogs, and educational videos, to connect with DIY floral enthusiasts and florists."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Inside the floral industry, Martha Stewart has always been a source of inspiration. She transformed the perception of upscale flowers, seamlessly integrating them into entertainment and weddings. Her work elevated flowers from a simple decoration to an essential element of creating unforgettable experiences, inspiring countless floral professionals and enthusiasts.
Outside the floral industry, I’m inspired by the creators of platforms like Meta, Instagram, Pinterest, LinkedIn, and Reddit. Even before the era of social media as we know it, their vision and innovation laid the groundwork for connecting people in meaningful ways. These platforms allow us to bridge the gap between creativity and commerce, helping to inspire and engage directly with end users on a global scale. Their relentless pursuit of innovation continues to motivate me to find new ways to share the beauty and joy of flowers."
Question 7
How do you handle stress or difficult moments in your life?
"I find comfort in nature and mindfulness. Spending time outdoors, whether it's walking or hiking, helps me regain perspective and a sense of calm. My wife, Alexandra, has always been my anchor and source of strength, reminding me of the importance of family and connection. Over the years, I've also learned to rely on my team and loved ones, realizing that challenges are best tackled collaboratively. Practicing daily gratitude keeps me centered and reminds me to focus on the positives, even during tough times."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Celebrating Florabundance’s 30th anniversary was a significant milestone a reflection of the dedication and passion of our amazing team. Many of our team members have been with us for 10, 15, 20, and even 30 years, which speaks volumes about their commitment and the strong bonds we’ve built together.
Our 'Petals of Appreciation' event was another standout moment. Designed to honor our growers and customers, it featured six stunning floral installations across several towns and a give aways of 7,000 stems of Gerbera’s to the public. This event not only celebrated our journey but also demonstrated the power of flowers to uplift, connect, and inspire. Watching our community come together around these installations was a proud and heartwarming moment for our entire team.
This year also marked significant progress on a national level with the That Flower Feeling advertising campaign. Its powerful message, 'Self-Care Made Easy', has been instrumental in encouraging more people to embrace flowers as a simple way to bring happiness and well-being into their lives. Seeing this campaign resonate with audiences nationwide has been incredibly gratifying, as it aligns perfectly with our mission to promote flowers as an essential part of everyday life. Together, these moments remind us of the transformative role flowers play, both personally and collectively."
Question 9
Which is your favorite flower/plant and why is it good for you?
"While I have a deep appreciation for all flowers, greenhouse-grown Garden Roses hold a special place in my heart. Their meticulously cultivated petals, vibrant colors, and exquisite fragrances embody both elegance and resilience. These roses showcase the dedication and expertise behind producing high-quality blooms, making them a true symbol of beauty and refinement."
Question 10
What are you doing this weekend?
"My wife and I are driving fourteen hours to our Log Cabin in the Tetons near Jackson Hole in Victor, Idaho when I keep an office"
All pictures courtesy of Joost Bongaerts.
