In France, 85% of the cut flowers sold come from abroad, while a much larger section of consumers want to buy French products. The sector has shrunk considerably in the last few years. Every year, 4% of the French horticultural businesses are disappearing.

"I don't know whether this will really save the sector, but change and awareness are important," the French minister said at the launch of the quality label for French cut flowers. "In this way, we can add value to a French product. It's necessary." He added that the label needs to stand not only for better quality, but also a shorter logistic route and therefore for a longer vase life.

In addition to the Fleurs de France label, two other labels for French flowers and plants have been launched. Plante Bleu represents plants from a socially and environmentally certified nursery and Label Rouge is an existing certification for products of exceptional quality.