How Florists & Wholesalers Can Keep Flowers Fresher for Longer
SUMMARY:
For florists, wholesalers, and event professionals, fresh cut flower care is key — every extra day of vase life means happier customers, fewer replacements, and a stronger reputation, and with a few simple wholesale flower handling tips, you can make it happen.
- Keep Flowers at the Right Temperature
- Choose Reliable Growers & Suppliers
- Prioritise Clean Buckets & Tools
- Process Flowers Efficiently
- Stage & Ship Orders Smartly
- Get Your Team On Board
When customers buy flowers, they expect them to look fresh and last as long as possible. As a florist or wholesaler, your reputation depends on how well you care for your stock. The good news? A few smart habits can make a big difference in keeping cut flowers healthy from the cooler to the customer.
Here are some simple, proven practices to help you deliver fresher flowers and happier clients.
1. Keep Flowers at the Right Temperature
- Cold storage is the key to freshness. Most flowers last best in coolers set between 1 °C and 3 °C (34–38 °F).
- Tropical flowers (like orchids or anthuriums) need warmer conditions, around 12 °C (55 °F), so it’s worth separating them if you can.
- Remember: every hour flowers spend out of the cooler shortens their vase life.
Koch Tip: Invest in a good thermometer and check cooler temperatures daily.
2. Choose Reliable Growers & Suppliers
Great flowers start at the farm. Build strong relationships with growers and suppliers who are consistent.
- Visit farms if possible, or ask about their cooling and handling processes.
- Track which suppliers deliver the best quality and make a “preferred supplier” list.
- Give feedback—both positive and negative—so suppliers know what matters most to you.
3. Prioritise Clean Buckets & Tools
Dirty water and equipment spread bacteria, which shortens flower life.
- Use floral disinfectants instead of just bleach. They’re gentler on stems and often don’t need rinsing.
- Daily: Clean cutters and benches.
- Weekly: Wash buckets and change solutions.
- Seasonally: Deep clean coolers, floors, and drains.
Koch Tip: Pay special attention to drains—these often harbour mould spores.
4. Process Flowers Efficiently
Speed and consistency matter when processing incoming stock.
- If possible, allow trucks to unload flowers straight into a cooler to keep the “cold chain” intact.
- Use flower food solutions with “no re-cut” technology to save time and reduce stem damage.
- Set up a hydration station with chilled water so stems recover faster after transport.
- Store dry-packed flowers in the coldest part of the cooler.
5. Stage & Ship Orders Smartly
Don’t let good work go to waste at the final step.
- Always stage and pack orders inside the cooler.
- Avoid leaving boxes or pallets on warm docks—they’ll heat up quickly and shorten shelf life.
- Load trucks as close to departure time as possible.
6. Get Your Team On Board
New procedures only work if your whole team follows them.
- Explain why these changes matter—for example, “If we keep the cooler doors closed, flowers will last longer, and customers will keep coming back.”
- Encourage staff input when trialling new systems so they feel part of the process.
Why This Matters
For florists, wholesalers, and event professionals, every extra day of vase life means:
- Happier customers
- Fewer refunds or replacements
- A stronger reputation for quality
By focusing on temperature, cleanliness, supplier relationships, and efficient handling, you’ll build trust and set yourself apart as a reliable floral professional.
Freshness isn’t just about the flowers themselves—it’s about the systems behind them. By following these simple best practices, you can deliver the quality your clients expect—every single time. For more information about keeping flowers fresh, see our blogs Guide to Flower Food: Best Practices for Extending Vase Life and Guide to Flower Food Dosing for Fresh Cut Flowers.