Multiflora A/S Managing Director, Christian Eggert
When we introduced Red Naomi Futura at the Aalsmeer Trade Fair 2024, there was a shared feeling of excitement among peers in the floriculture industry. Unveiling the rose with the Lowest Carbon footprint in the industry was definitely a game changer and a remarkable step towards sustainability in the sector. It’s thrilling to see that top industry players have warmed up to Red Naomi Futura. First was Dutch exporter Van Der Plas who started offering the Red Naomi Futura option to their clients.
We are also happy to announce that the first foreign wholesaler, Danish company Multiflora A/S, has committed to doing 100% Futura from now on.
Multiflora A/S are a long-time partner of Porta Nova, and the first Company in Denmark to choose the ultra-low carbon footprint roses. We had a chat with their MD, Christian Eggert, who shared with us more about the company’s passion for sustainability, partnership with Porta Nova and the inspiring story of Multiflora A/S.
Can you give us a brief introduction to Multiflora A/S?
Multiflora was founded in 1970 by Peter Danesø with a single stand at Copenhagen’s Green Market in Valby. Since then, we have grown significantly. In 1980, Multiflora A/S was officially established, and during the 1990s and 2000s, we modernized with sales trucks and online trading becoming integral to our operations. In 2006, Gert Hansen, who had been with the company since its inception, took ownership and continued the positive development. In April 2016, we relocated to Copenhagen Markets in Taastrup.
Our 1,300-square-meter space, spread over two floors, serves as a welcoming one-stop-shop for partners. The ground floor houses fresh and dried flowers, plants, and cold rooms, while the first floor features dry products, accessories, and offices. With a 24-hour webshop, sales trucks, and expert guidance, we blend tradition with innovation, focusing on quality, service, and sustainability.
When we learned about the opportunity to purchase roses with such a minimal footprint at an additional cost of 15 øre, it was an easy decision to support the green transition. This cost is absorbed by us as a partner and not passed on to our customers.
Do you believe sustainability is becoming a key driver for consumer choices in the floral market?
Sustainability and recycling are central to our entire value chain and that is why we work diligently to influence the industry and our partners towards green transitions. We recognize that sustainability is a key driver of consumer choices in today’s floral market, with customers increasingly prioritizing greener options and transparency around CO2 emissions. We are witnessing increasing demand for eco-labeling on our products, transparency about countries of origin, and inquiries about our sustainability initiatives.
You have worked with us for quite some time now, how would you describe this collaboration?
We have worked with Porta Nova roses for many years and have always been convinced of your superior quality. Nearly three years ago, we decided as a company that all our Red Naomi roses would exclusively be sourced from Porta Nova to ensure high and consistent standards.
WHO IS NEXT?
The question is, who will be the next trader or wholesaler to join this journey of sustainability?
We have many more interested and we’ll inform florists of any further developments. If you’re interested, please contact our sales team, who can explain in broader detail how it works. As a florist, don’t hesitate to ask your supplier for our Futura Roses.
