Australian florist maps 55 bouquet recipes

Fig & Bloom has added Flower Journey to its bouquets, becoming the first Australian florist to publish an estimated growing-origin-to-studio distance across 55 recipes sold in Melbourne, Sydney and Brisbane on 31 July 2026.

Shoppers see the figure as “About X km per stem” after adding delivery details on a participating bouquet.

The first calculation is a July 2026 snapshot covering 20 participating products and 45 variants.

According to Fig & Bloom, the dataset was built from a provenance audit of 114 flower and foliage lines, 11 approved representative origin points and three studios.

Across the 45 mapped variants, each counted once and not weighted by sales, the mean estimated journey came to about 5,500 kilometres per stem in Melbourne, about 5,700 in Sydney and about 6,100 in Brisbane.

The company calculates the number as a stem-count-weighted average of the straight-line distance from each stem’s documented growing origin to the studio preparing the order in Fairfield, Camperdown or Bowen Hills.

Studio location produced some of the biggest gaps in the July 2026 snapshot.

Broome bouquet studio gap

The same Broome bouquet measured about 350 kilometres per stem from the Fairfield bench in Melbourne but about 1,650 kilometres from Bowen Hills in Brisbane.

At the upper end of the range, the Osaka bouquet reached about 8,700 kilometres per stem when the Brisbane studio prepared it.

Co-founder Daniel Groch said the studio effect was larger than he expected. “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,” he said.

Fig & Bloom has published the full methodology for public review, including the representative points used when records list only a state or country.

Those documented stand-ins include state capitals and national flower-export hubs rather than exact farms or freight routes.

However, Fig & Bloom states that 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.

Groch urged customers to read the number with other details before they buy. “If the journey matters to you, look at it alongside what the bouquet is for and what’s in season, and read the methodology,” he said.

He added that the figure is one input for an intentional choice, not a score to chase.