After the first presentation of the new consumer label for certified flowers and ornamental plants in July, GLOBALG.A.P. and the producer cooperative Landgard now informed representatives from trade and business about the new GGN label. The venue for the event was the Landgard member business Baum Gartenbau in Düsseldorf. The topics of sustainability, credibility, and transparency were the main focus of the event.

The impetus for the development of the GGN label was the increasing consumer demand for more sustainability – also in the area of flowers and ornamental plants. In order to meet this expectation, GLOBALG.A.P. supplemented the online portal GGN.ORG with sections dedicated to  flowers and ornamental plants in July. Since then, consumers can trace the plants they have bought back to their origin on plants.ggn.org using the GLOBALG.A.P. Number (GGN). As a central communication tool, the portal also provides in-depth information about the participating producers and their certified production methods.

Direct link between producers and consumers                                           

“When developing the label and the consumer portal plants.ggn.org, one of the main aspects we focused on was to establish a direct link between producers and consumers,” explained GLOBALG.A.P. CEO Dr. Kristian Möller. “That is why we adhered to consumer wishes for sustainability and transparency in a constant dialogue with retailers and producers, and together developed the GGN label. An important aspect was to give consumers concrete information about the sustainable production of flowers and ornamental plants via the online portal, The farm profiles on plants.ggn.org, with their in-depth information on the sustainable production methods of the respective producers, serve to fulfill this purpose.

Thomas Schlich, Managing Director of Landgard Obst & Gemüse GmbH & Co. KG, pointed out the opportunities offered by the new label in the market in his statement. “According to the German saying “do good and let it be known,” the new GGN label enables Landgard to market sustainably produced flowers and ornamental plants in the best possible way – which is the fundamental task of the producer cooperative,” said Schlich. He explained that no additional effort is currently expected on the part of the producing companies beyond the established GLOBALG.A.P. Standard, and that the GGN label gives the producers the opportunity to describe their sustainable production. On the basis of good agricultural practices in horticulture, it gives consumers a valuable decision-making aid for them to opt for certified flowers and ornamental plants with a good conscience. This is also confirmed by Wilhelm Baum, owner of Baum Gartenbau. What is also important to him is the fact that the new label was developed together with gardeners. “This automatically increases the acceptance among producers. Furthermore, the direct link to consumers that is provided by the online portal is also particularly beneficial for all producing businesses,” he explains. In his opinion, the new label makes an important contribution to embedding flowers and plants as a cultural asset in the minds of consumers.

As a modern, marketing producer cooperative, Landgard, which is based in Straelen Herongen, is 100 percent owned by gardeners. With 3,200 member companies, Landgard is one of the largest European marketing organizations for flowers and plants as well as fruit and vegetables, and generates an annual turnover of more than EUR 1.9 billion. About 3,000 people are employed in the divisions and subsidiaries of the Landgard Group. Landgard maintains 33 cash & carry markets under its own brand in and outside of Germany, delivers large organized retail customers from DIY stores and food retailers to discounters, garden centers and specialist stores with its fresh logistics, and operates the only auction for pot and flowering plants as well as cut flowers in Germany.

 

Contact Landgard: Nina Keune

Contact GLOBALG.A.P.: Claudia Meifert

Source: www.landgard.de

Photo: GLOBALG.A.P.
Heinrich Baum (Baum
Gartenbau, left), Thomas Schlich (Landgard, right)