Morrisons has officially launched an online flower delivery service, making it the UK's biggest florist.
The supermarket hopes to take a cutting of the lucrative flower market, which sees Brits spend £2.3bn on cut flowers and indoor plants every year.
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With 400 florists creating up to 900,000 bouquets a week, 260 million flowers are set to pass through the Morrisons outlet every year.
Being involved with the production of the bouquets also allows Morrisons to cut down 'field to vase' time to just 24 hours in some cases.
The offering has been in the works since 2011, when Morrisons bought up wholesale flower business Flower World. Improvements to the business's Derby site were approved in 2015.
Now it will serve to supply the new Morrisons online service, which offers free delivery of hand-tied bouquets.
Morrisons has also invested in science and technology adaptations at the Derby site to ensure the blooms arrive fresh. Measures include stress-testing small samples of every batch in a so-called ‘Flower Gym’, cryogenically freezing flowers, and developing natural pesticide alternatives.
The launch follows a series of pushes by supermarkets to highlight their summer flower offering, with a Waitrose campaign emphasising its British flower credentials last month while Sainsbury's has launched an edible flower range.