For florists, packaging is part of our finished design. It protects our flowers, holds water during delivery and helps turn a bouquet into a beautiful gift.
But changes to European packaging rules mean we need to look more closely at what we buy, how we use it and what we tell our customers about it.
We recently welcomed Caroline Graham from Floralbox Packaging into a Kay’s Flower School Bloom in Zoom to discuss what these changes could mean for florists. The conversation raised practical questions for anyone running a flower shop, working from a studio, working as a wedding florist or selling flowers from home.
Caroline’s advice? Start with your suppliers and the wording on your website.
Two changes florists need to understand
There are two separate areas to be aware of.
The Packaging and Packaging Waste Regulation, usually called PPWR, covers packaging itself. Its application began on 12 August 2026, with requirements introduced in stages. The European Commission explains that the rules aim to reduce packaging waste and improve recycling. The August date does not mean every future requirement applies immediately.
Separately, Ireland’s Empowering Consumers for the Green Transition Regulations 2026 introduced changes from 27 September 2026 affecting environmental claims made to consumers. These really matter to florists selling in a shop or online, including through their websites and social media and the wording they use to describe their business.
For a florist, this means paying attention both to the packaging around a bouquet and the words you are using to sell it.
What could change in your packaging?
EU packaging rules cover packaging regardless of its material or where it comes from. Buying paper instead of plastic does not automatically settle every question about compliance. The Commission identifies economically viable recyclability by 2030 as a central objective of the new framework.
Think about the different parts of a finished bouquet or arrangement: the box, water liner, wrapping, ribbon, stickers and delivery packaging, pots, dishes, tapes, glass etc
Our practical recommendation is to review these components individually. Ask, what documentation supports it and how a customer should dispose of it.
A cardboard outer box tells you very little about a separate liner or a coated sheet of wrapping. Treating the whole package as one material can leave you giving customers incomplete instructions.
Be more specific about your environmental claims
One of the strongest messages from our conversation with Caroline was to check the language we use.
Terms such as “eco-friendly”, “green” and “sustainable” can suggest much more than we intend. EU consumer rules restrict generic environmental claims where recognised excellent environmental performance cannot be demonstrated. They also prohibit presenting an environmental benefit of one part of a product as though it applies to the whole product.
For example, choosing a particular cardboard box does not, by itself, establish that your entire bouquet or floristry business is sustainable.
A useful approach is to describe the specific action you take:
“This arrangement is made without floral foam.”
“We collect these vases after the wedding and use them again.”
“This bouquet comes in a cardboard box with a separate liner.”
Only use statements that accurately describe your own work. These examples are starting points for clearer communication, rather than automatic approval for every advertisement.
You can still explain the improvements you are making. Give customers a clear picture of the actual practice.
Check before saying “compostable” or “recyclable”
During the interview, Caroline highlighted how confusing packaging descriptions can become.
For your business, the sensible next step is to ask suppliers exactly what their claims mean. If a product is described as compostable, ask whether that means home composting or industrial composting, what evidence supports the description and what disposal route is available to your customers.
Similarly, confirm the recycling instructions for each packaging component before adding them to your care cards.
Avoid treating the interview as a blanket ban on the word “recyclable”. The consumer rules address misleading claims and the presentation of legal requirements as special benefits. The accuracy, context and scope of your wording really matter.
Six things florists can start doing immediately
These are practical first steps we recommend following the interview.
Review your marketing wording. Check your website, Instagram bio, product descriptions, wedding brochures and printed cards. Flag broad environmental claims for review.
Contact your packaging suppliers. Ask for material details, relevant compliance information, evidence supporting environmental claims and clear disposal instructions.
Create a packaging folder. Keep supplier replies, invoices, product specifications and supporting documents together. Record which information belongs to which product.
Check your care cards. Make sure any recycling or composting instructions match the actual box, liner and wrapping you use.
Test whether you can use less packaging. Wrap a sample bouquet and assess every layer. Keep what protects and presents the flowers well, and consider removing unnecessary extras. This is a practical preparation step, rather than a claim that a particular bouquet format is already prohibited.
Brief everyone who sells your flowers. Make sure staff and freelancers use the same accurate descriptions when answering customer questions.
Beautiful presentation still matters
At Kay’s Flower School, we believe understanding your materials is part of running a professional flower business. Start asking questions now, keep the answers and make clear, informed decisions about what leaves your workbench.
This article provides general information for florists in the Republic of Ireland, checked against official guidance in October 2026. Individual obligations and implementation dates should be confirmed for your business.
Further reading: European Commission packaging update and CCPC guidance for Irish businesses.