Impactmaker Auke Boerma: “Circularity starts with the first choice”

For Auke Boerma, sustainability project manager at Royal FloraHolland (RFH), circularity isn’t just about a nice sustainability story on paper. It’s about taking action. It’s about getting growers, buyers, and suppliers to work together before legislation eventually makes it mandatory. RFH is consciously focusing on this: we aim for circular use of raw materials. That means producing as little waste as possible and reusing raw materials over and over again, precisely because demand for raw materials is increasing while availability is decreasing.

Auke has been working at RFH for eight years now and focuses on the circular transition. “You don’t do this alone. We are a cooperative of growers. But buyers and suppliers must also be on board. Circularity only works if the entire chain starts thinking and acting differently. That makes it complex, but also precisely what makes it interesting.”

“If you wait, everything will have to happen at once.” - Auke Boerma

Circularity starts with the first choice

When Auke started in the sustainability department, the circular focus was mainly on raising awareness among our growers by sharing knowledge.

“We actively began helping growers make the right packaging choices through workshops and using the R-ladder, which allows you to prioritize choices. You have to kickstart that awareness first.”

According to him, circularity starts with the initial choices, such as packaging. It’s important to consider not only what’s practical for your product, but also what happens to that packaging afterward. Can it be properly collected, sorted, and recycled? “Right now, choices are sometimes still being made that cause problems later in the chain. Whereas you actually want packaging that works for the entire chain.”

From motivation to necessity

The sector has since moved forward. Circularity is receiving more attention, and the issues are becoming more significant. With the arrival of the European packaging legislation (PPWR), the urgency is growing.

“At first, the push came mainly from growers who wanted to lead the way. But now the legislation is just around the corner. Starting January 1, 2030, only packaging that meets the environmental requirements may be placed on the European market. That may seem far off, but it already requires making the right choices now. It affects your entire supply chain and takes time to set up properly. If you wait, you’ll have to do everything at once.”

To make this practical, RFH has joined HSPI, the Horti Sustainable Packaging Initiative. Here, 14 packaging manufacturers and suppliers are working together on solutions for the sector. “As RFH, we supply transport packaging, so we are also a supplier. The strength of HSPI is that, even though we’re in the same boat, we realize you get further by working together. As RFH, we want to create stability and clarity for the entire sector.”

That clarity is also reflected in the development of practical tools. An important example is the digital packaging registry in Floriday, which goes live this year.

The supplier provides the data, the grower links it to their product, and everyone in the chain works with the same packaging information. This includes details on what materials were used and how much recycled material was incorporated. “That saves research time, increases transparency, and supports compliance with laws and regulations, including mandatory packaging declarations.”

RFH strives to do as much groundwork as possible for the sector. “We collaborate on this with organizations such as the VGB and Verpact. In this way, we try to translate legislation into practice, so that businesses don’t have to struggle through all the rules themselves but know where they stand. We share this information on this PPWR webpage, among other places.”

Smarter business practices

This practical approach is also evident at RFH’s own locations, where large quantities of packaging waste are generated daily. “These are often streams that are technically highly recyclable,” explains Auke. “The better we sort it at the source, the more value we retain. That’s not only beneficial for the environment but also important for the cooperative. By reusing these materials for new floriculture packaging, we turn waste back into raw materials. That’s precisely what makes it circular.”

Auke is also trying to apply that same way of thinking more broadly throughout the supply chain. He sees how complex sustainability can be in practice, especially in a sector where margins are tight. That is precisely why it is important to have this conversation now, before changes are mandated. Many growers love their product, but often view sustainable alternatives primarily as more expensive. “Then you hear: I’ll do it if I have to/if it becomes attractive. I understand that, because entrepreneurs already have enough on their plates. But right now is precisely the time to work with your supplier to see what works, what your customer thinks of it, and where the smartest solutions lie.”

According to him, circularity is also about smart entrepreneurship: being less dependent on cheap materials from distant countries, having more control over your own supply chain, and being better prepared for geopolitical uncertainty as well as consumers who are taking a more critical look at sustainability.

“Those who start now can make choices that truly work for their business and for the supply chain.”

Impactmakers is a series by Royal FloraHolland in which we give a voice to entrepreneurs who are making the sector more sustainable with vision and courage. From major steps to small improvements: together we are building a future in which flowers and plants are grown with respect for people and the environment. Read all the stories of our impactmakers here.