ORLANDO, Fla. — The VeriFlora Sustainability Council, a nonprofit membership association dedicated to advancing sustainability in floriculture, was officially launched June 19 at the Super Floral Show here, June 17-20. The council brings together producers, wholesalers and suppliers who view sustainability certification as an important vehicle to communicate brand and market differentiation, said Annie Gardiner, founding executive director of the council. “The VSC has a dual mandate: educational and promotional,” Gardiner said. “It accomplishes its mission by sharing knowledge about the implementation of best sustainability practices; by educating producers, retailers and the public on the importance of sustainable floriculture production and handling; and by promoting the VeriFlora seal.”

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