Corporate Responsibility at Serenata Flowers

We work closely with our trusted partner, MM Flowers, who are committed to improving the environmental and social sustainability of their flowers through responsible sourcing, innovation and collaboration.

MM Flowers works with grower and supplier partners who uphold high standards across Environment, Social and Governance practices. Many of their farms across Kenya and Colombia are certified by recognised assurance schemes including Fairtrade, GLOBALG.A.P., MPS, Kenyan Flower Council and Florverde, which look at social, environmental and agronomic standards.

MM Flowers are also members of the Floriculture Sustainability Initiative, a multi-stakeholder initiative working to address key sustainability issues in international floriculture, including responsible trade, supply chain transparency, environmental footprinting and living wages.

Sourcing flowers responsibly means looking carefully at how they are grown, how resources are used, and how waste is managed.

Many of our flowers are grown in equatorial regions such as Kenya, Colombia and Ecuador, where natural daylight and warm, stable temperatures help flowers thrive without the need for energy-intensive heated greenhouses or supplementary lighting. Where energy is needed, many MM Flowers grower partners use renewable sources such as solar, hydroelectric and geothermal power.

Responsible water use is also a key focus. Many grower partners have water management plans in place, including rainwater harvesting systems that capture runoff from greenhouses and store it in dams. This helps reduce reliance on surface water and supports more careful use of local water sources.

MM Flowers also works with growers to support more sustainable crop management, including maximising alternatives to chemical pest control where possible. When intervention is needed, biological products or natural predators are used preferentially to help manage pest hot spots.

At Serenata Flowers, we are committed to reducing unnecessary waste wherever possible. Our flowers are packaged with care to help them arrive beautifully, while also considering the materials we use.

We have moved towards recyclable cardboard packaging, helping to reduce our reliance on plastic and support more responsible packaging choices. By choosing materials that can be recycled, we aim to reduce waste while still protecting the quality and freshness of every bouquet.

Across MM Flowers’ own operating sites, a zero waste to landfill policy helps ensure waste is diverted to composting, recycling or energy recovery. On farms, organic flower waste is also increasingly repurposed through composting and mulch, helping support more circular and resource-efficient production.

As part of the flower industry, we recognise the importance of reducing emissions wherever we can. We continue to work with our delivery, logistics and supplier partners to explore more efficient ways to move flowers from grower to doorstep.

This includes looking at opportunities such as route optimisation, efficient transport planning and working with partners who share our commitment to reducing environmental impact.

MM Flowers also invests in renewable energy across its own operations, with solar power already supplying around 20% of energy used across its European sites.

Behind every bouquet are the people who grow, pick, prepare and care for each stem. That’s why social responsibility is an important part of our approach.

MM Flowers works with grower partners who support fair work, employee wellbeing, responsible recruitment and resilient communities. This includes commitments around improving wages through the IDH Roadmap on Living Wages, employee feedback channels, and initiatives that help improve facilities and benefits across the supply chain.

In Kenya, some MM Flowers shareholder growers provide nutritious lunches free of charge to flower workers. Several primary schools also receive free nutritious lunches through the provision of food, cooks and equipment, helping support children’s wellbeing, education and families facing cost-of-living pressures.

MM Flowers is committed to supporting gender equity and women’s empowerment across its operations and supply chain.

At its bouquet-making sites in the UK, MM Flowers set a target for 40% of senior and management positions to be held by women. By 2024, this had reached 54%.

In Kenya, some shareholder farms support mothers by allowing them to finish work one hour early to care for their baby until the child’s first birthday, while still receiving a full day’s pay.

MM Flowers has also collaborated with a large-scale project led by the Ethical Trading Initiative to address gender-based violence and harassment in global agricultural supply chains, supporting the implementation of best practice principles for women at work, at home and in the community.

We believe responsible sourcing must include respect for the people working throughout the supply chain.

MM Flowers works with partners and industry organisations to support responsible recruitment and help address risks such as labour exploitation. Since 2024, MM Flowers has collaborated with like-minded industry players to provide annual Modern Slavery workshops free of charge for UK flower growers, with content delivered by Stronger Together.

In 2023, MM Flowers also joined the Modern Slavery Intelligence Network, a UK food and agriculture sector collaboration designed to share intelligence and help disrupt modern slavery and labour exploitation.

Every bouquet sent with Serenata Flowers is designed to bring joy, comfort and connection. But we know the care behind each stem matters too.

By working closely with trusted partners such as MM Flowers, we are continuing to make more responsible choices across our flowers, packaging and supply chain. It is an ongoing journey, but one we are committed to, so you can send beautiful flowers with confidence.