The Industry innovation interview - Carole Patilla of Farewell Flowers

In recent years, there has been a growing movement towards more sustainable floristry, and nowhere is this more poignant than in funeral flowers. The Farewell Flowers directory is at the forefront of this shift, offering a directory of florists who create beautiful, plastic-free, and compostable funeral arrangements. We spoke to Carole Patilla, co-founder of Farewell Flowers, to learn more about their mission and how the industry is changing.

Carole, can you introduce yourself and tell us what Farewell Flowers is all about?

Farewell Flowers was launched in May 2024 by myself and Gill Hodgson to bring attention to plastic-free funeral flowers. We wanted to create a resource that makes it easier for people to find florists offering sustainable, compostable arrangements. The core of our initiative is the Farewell Flowers directory, which connects funeral directors and the public with florists who are committed to reducing waste and using British-grown flowers where possible.

What are the requirements for florists who join the directory?

We are aiming to attract high street florists and encourage them to start offering plastic-free and compostable options. To be part of the directory, a florist must:

• Offer at least one funeral arrangement that is completely compostable and free from single-use plastic.

• Have a dedicated page on their website for funeral flowers, clearly marking which options are sustainable.

• Use some British-grown flowers in their designs.

Pic by Andrea Gilpin Photography @wild_meadow 

Who are you hoping to connect with through this initiative?

Our goal is twofold: to educate the public on alternatives for funeral flowers and to work with funeral directors who want to offer environmentally responsible options. We’ve also been engaging with the Institute of Cemetery and Crematoria Managers, as they are responsible for handling the waste left behind by traditional floral tributes. Many people don’t realise that funeral flowers often contain floral foam and plastic, which have to be disposed of at a cost. By offering compostable arrangements, we reduce that burden.

How have you been raising awareness about sustainable funeral flowers?

We’ve attended public shows and events, including the Great Yorkshire Show, to get people talking about this topic and increase media coverage, This May we are going to be showing the public funeral flowers at The Chelsea Flower show. We also run educational photoshoots, creating inspiring imagery to showcase what is possible with seasonal, biodegradable arrangements.

What changes have you seen in funeral floristry over the past six years?

There’s been a definite shift towards locally grown flowers and personalisation. More people want funeral flowers that reflect the life of their loved one—whether that’s incorporating blooms from their garden or using colours and flowers with personal significance. We’ve also seen a growing awareness of sustainability, with many florists embracing foam-free mechanics and natural materials.

Early May Farewell flowers at Clandon Wood Natural Burial Ground.

What trends do you predict for funeral flowers next year?

I think we’ll see more ‘shareable’ funeral flowers—arrangements designed so family members can take a piece home, rather than a single large tribute. Seasonal flowers will continue to gain popularity, with favourites like peonies making their way into funeral work. Interestingly, yellow roses, once a wedding favourite, are now being requested more often for funeral arrangements.

Do you have any advice for families choosing funeral flowers?

Think beyond colour themes—consider the season, the person’s favourite flowers, or even their hobbies. If they were a gardener or loved nature, why not choose an arrangement that reflects that? The more personal the tribute, the more meaningful it becomes.

With 170 florists already signed up nationwide, Farewell Flowers is helping to reshape the way we think about funeral floristry. By choosing sustainable options, we can honour our loved ones while caring for the planet at the same time.

Carole and Gill can be found at Farewell flowers or @farewellflowers