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Fig & Bloom becomes the first Australian florist to put "distance traveled" on every bouquet

Fig & Bloom

Key Facts:

Australian first: the estimated distance behind every bouquet, published stem by stem, with the full methodology open for anyone to check.

The stems in an average mapped bouquet sit about 5,500 to 6,100 kilometres from the bench that arranges them, depending on the studio.

Same recipe, very different journey: one bouquet reads about 350 km made in Melbourne and about 1,650 km made in Brisbane.

MELBOURNE, 31 July 2026: Fig & Bloom has become the first Australian florist to publish an estimated growing-origin-to-studio distance on its bouquets, mapping every one of the 55 recipes it sells across Melbourne, Sydney and Brisbane and opening the full methodology for anyone to check. The feature, called the Flower Journey, estimates how far, on average, the stems in a bouquet are from the studio that makes it.

"If the journey matters to you, look at it alongside what the bouquet is for and what's in season, and read the methodology," Groch said. "It's one input for an intentional choice, not a score to chase."

"I expected a mixed picture," said Fig & Bloom co-founder Daniel Groch. "What I didn't expect was how much the studio changes the number: the same Broome recipe is about 350 kilometres from our Fairfield bench and about 1,650 kilometres from Bowen Hills."

The estimate is a stem-count-weighted average of the straight-line distance from each stem's documented growing origin to the Fig & Bloom studio preparing the order, in Fairfield (Melbourne), Camperdown (Sydney) or Bowen Hills (Brisbane). Shoppers see it as "About X km per stem" after adding delivery details on a participating bouquet.

The first calculation, a July 2026 snapshot, covers all 55 live recipes across 20 participating products and their 45 variants, built on a provenance audit of 114 flower and foliage lines, 11 approved representative origin points and three studios.

The dataset shows how strongly both recipe and studio shape the number. The same Broome bouquet is about 350 kilometres per stem when made in Melbourne and about 1,650 from Brisbane, while the Osaka bouquet reaches about 8,700 kilometres per stem from Brisbane. Across the 45 mapped variants, each counted once and not weighted by sales, the mean estimated journey is about 5,500 kilometres per stem for bouquets made in Melbourne, about 5,700 for Sydney and about 6,100 for Brisbane.

Unusually for a consumer transparency feature, Fig & Bloom is explicit about the metric's limits. The Flower Journey is not a carbon footprint, an emissions estimate or a sustainability score. It does not measure transport mode, routing, refrigeration, growing energy or delivery to the recipient, and the company states plainly that a shorter estimated journey does not automatically mean a smaller environmental impact.

Where records name only a state or country, the calculation uses documented representative points such as state capitals and national flower-export hubs, disclosed as calculation proxies rather than farm locations or freight routes. Provenance is tracked seasonally: the same peony variety resolves to the Netherlands for most of the year, New Zealand in October and Victoria in November and December.

The full methodology, including the formula, proxy policy, rounding rules and claims boundaries, is published at https://figandbloom.com/pages/flower-journey-methodology. An editorial feature on the first dataset, written by co-founder Kellie Brown, is at https://figandbloom.com/blogs/journal/flower-journey-how-far-flowers-travel.

 

NOTES: The Flower Journey is a distance-transparency metric: an estimated stem-count-weighted average straight-line (WGS84 geodesic) distance from approved growing-origin representative points to the preparing studio. It is not a carbon footprint, emissions estimate, sustainability score or freight-route measurement. Aggregate figures are descriptive statistics across the 45 mapped variants in the July 2026 snapshot, each counted once, not weighted by sales, orders or customers. Data snapshot: July 2026, methodology v1.1. Recipes, substitutions and seasonal origins change; figures are recalculated as they do. Charts, imagery and the full dataset summary are available on request.

About us:

Fig & Bloom is Australia's premium flower delivery services and was founded by Kellie Brown and Daniel Groch in 2015. Fig & Bloom designs and delivers bouquets from studios in Fairfield (Melbourne), Camperdown (Sydney) and Bowen Hills (Brisbane).

Founder Profiles: https://figandbloom.com/pages/founder-profiles

Company Information: https://figandbloom.com/pages/fig-and-bloom-entity

Media Asset Library: https://figandbloom.com/pages/media-library

Press Coverage: https://figandbloom.com/pages/newsroom

Contact details:

Fig & Bloom

[email protected]

figandbloom.com