June 4-6, 2025 • Broward County Convention Center • Fort Lauderdale, FL

The Green Scene – Sustainability Updates for the Floriculture Industry

— North America's Largest B2B Floral Show —

Floriexpo Presents

The Green Scene –
Sustainability Updates for the Floriculture Industry

Join Cindy Hanauer and Florverde’s Managing Director, Martha Lucia Mendez, as they discuss the latest initiatives in sustainability within the floral industry.


Here are some of Floriverde’s achievements that are discussed:


  • Over 4,000 hectares/107 farms Florverde
  • -certified in Columbia & Ecuador
  • Equals 54% of the Columbian/Ecuadorian farms
  • 50% of water used on certified farms comes from rainwater harvesting
  • 90% reduced use of the most dangerous pesticides in cultivation & flower care



Martha Lucia Mendez,

Managing Director, Florverde

Martha is currently the Managing Director at Florverde. Prior to Florverde, Martha was the Global Key Account Manager – Agriculture Food & Life at SGS and before then, was the Operations Executive – Operations and Execution for Seaboard Overseas and Trading Group. Florverde just celebrated its 25th anniversary




Cindy Hanauer

Founder & CEO, Grand Central Floral

Cindy Hanauer is the 4th generation of her family in the floral industry and has achieved 40+ successful years encompassing every retail channel of the business: traditional florist, mass market and e-commerce. Cindy has held executive positions with the largest retailers in the world such as Kroger, Winn-Dixie and 1-800-Flowers, successfully managing both the back-end supply chain for 25+ distribution centers and the customer-facing merchandising and operations teams for 2,500+ retail locations. Her core competencies include business strategies, team reorganizations, disruptive technology launches, operational training, innovative supply chain integrations, e-commerce development and award-winning bottom-line results.

In 2014, Cindy launched Grand Central Floral, a B2B education platform to provide knowledge and information to all sectors of the floriculture community. Cindy has gained international recognition as the most experienced influencer and futuristic visionary in the industry with her website, newsletter and social media platforms followed by 10,000+ members, worldwide.

Cindy shares her expertise with the public through television, radio and speaking appearances and writes frequent columns for numerous industry trade magazines. She offers consultation to global investors and analysts, is a trustee for the American Floral Endowment and volunteers on many industry boards and committees.

In her Northeast Florida community, Cindy works with a group of volunteers who help senior citizens age successfully and independently in their own homes. She is also a philanthropic vocalist and performs with three vocal organizations where 100% of the concert proceeds are donated to local organizations who provide free family services, medical support, dreams and comfort to children with terminal or life-threatening illnesse

The recording can be accessed below. You will also get an email from us shortly with a link to the video so you can watch it any time.

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