Entrepreneur Recycles Million Plastic Flower Sleeves
The Flower Loop founder Yasmin Wessels diverts seven tonnes of floral packaging from Australian landfills.
Updated on Oct. 24, 2026 in Botany
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Founded in 2022 by Yasmin Wessels, The Flower Loop initiative successfully diverts plastic bouquet packaging from the waste stream. To date, the project has kept one million flower sleeves out of landfills.
Why it matters
Wessels launched the system to combat the high volume of plastic waste inherent in the floral industry. She opted for a recycling programme rather than paper alternatives to avoid the methane emissions associated with paper in oxygen-free landfill environments.
The initiative has successfully diverted seven tonnes of plastic waste and one million individual flower sleeves from landfills since 2022. These metrics were achieved through a waste management strategy developed following consultation with Dutch recycling experts.
The players
Yasmin Wessels
She is the founder of The Flower Loop who initiated a programme to recycle plastic flower packaging at age 20.
Zoe Carter
She is the founder of Agriculture Jobs Auswide and a participant in the evokeAg Groundbreaker programme.
The details
Wessels, who founded the organisation at age 20, established the system to process non-recyclable bouquet wraps. She is now working to scale the programme for broader adoption within Australian flower markets.
Timeline
February 2027: Wessels and Carter will present at the evokeAg event.
The Big Picture
The initiative aligns with the objectives of the evokeAg Groundbreaker programme, which serves as a platform for showcasing innovative sustainable agricultural solutions. This development marks a transition toward circular economy models within the Australian floral sector.
This recycling system could lead to more sustainable purchasing options for consumers buying floral bouquets. Expanding the programme to Australian markets may significantly reduce the amount of single-use plastic waste generated by local retailers and gift givers.
The takeaway
Innovation in waste management often requires challenging industry standards like the use of paper packaging. Implementing circular systems for niche materials can effectively reduce the environmental footprint of daily consumer goods.
What happens next
Yasmin Wessels and Zoe Carter are scheduled to present their work at the evokeAg event in February 2027.
Further reading
For more information on horticultural sustainability, visit the Botany section.
Source note: This article includes information reported by The West Australian.
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