Ellyne Bierman-Hagen: “Oh, the colour of the kitchen is not my colour. Up, new kitchen.”

In this episode, we sit down with Ellyne Bierman Hagen, a pioneering force in the circular economy within the flower industry. With over 20 years of marketing experience, Ellyne transitioned into the world of sustainable business by founding Reflower, a company that offers artificial flowers as a service. Her innovative approach challenges the traditional flower industry, aiming to reduce waste and environmental impact while providing a circular solution that keeps flowers in circulation for longer. Why This Episode Matters: The flower industry is often overlooked in discussions about sustainability, yet it has a significant environmental impact. The Netherlands alone produces 1.7 billion cut flowers annually, contributing to massive CO2 emissions, water use, and pesticide pollution. This episode is crucial for professionals in the floriculture and sustainable business sectors who are looking for ways to innovate and reduce their ecological footprint. Ellyne Bierman Hagen’s Reflower model not only challenges the conventional flower market but also offers a viable and sustainable alternative through a product-as-a-service model, which could be a blueprint for other industries facing similar challenges. Key Highlights: Journey to Sustainability: Ellyne shares her journey from a traditional marketing career to becoming a circular economy influencer and entrepreneur. The Problem with Fresh Flowers: She discusses the environmental issues associated with the fresh flower industry, including CO2 emissions, pesticide use, and waste. Reflower’s Circular Solution: Learn how Reflower's subscription-based model provides a sustainable alternative to traditional flower purchases, emphasizing reuse and long-term value. Challenges and Industry Impact: Ellyne talks about the challenges of operating in an industry that is not inherently sustainable and how she’s working to change the mindset of both consumers and producers. Collaboration and Growth: The importance of collaboration among circular entrepreneurs and the role of innovative finance solutions in scaling sustainable businesses. Conclusion: Ellyne Bierman Hagen’s work with Reflower is a beacon for those seeking to make impactful changes in industries traditionally resistant to sustainability. By focusing on the circular economy and product-as-a-service, she is paving the way for a more sustainable and responsible flower industry. This episode is a must-listen for anyone in the floriculture and sustainability sectors looking to lead the way in reducing environmental impact while offering innovative products. Relevant Links: https://www.reflower.nl  https://www.clubvancirculaireondernemers.nl/

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