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Air So Pure growers cultivate air-purifying plants for homes, offices, and schools across Europe. Every day, we work on strong and healthy plants, with care for people, plants, and the environment. By using energy, water, and raw materials more efficiently, we take steps towards the most sustainable cultivation possible. As a growers’ association, we share knowledge and experience and work together on clear goals to further reduce our impact.
Working towards a greener future
Water, soil, and air. The foundation of all life. At Air So Pure, we believe in the power of nature. A healthy living environment for everyone. At home, in the classroom, at the office, and in public spaces.
Our Air So Pure plants are selected for their special air-purifying qualities. They contribute to a more pleasant and healthier indoor climate and make the difference between an ordinary plant and one that truly adds value to your living and working environment.
Every day, our growers work towards the same goal: growing the most beautiful air-purifying plants for a healthy indoor space. But a healthy living environment goes beyond the effect of the plant itself. The way plants are grown also plays an important role.
Sustainability as daily practice in the greenhouse
Growing tropical plants in Dutch greenhouses requires energy, water, and raw materials. That is why our growers are constantly looking for ways to produce smarter, more efficiently, and more sustainably.
In modern, professional greenhouses, we work every day towards the same goal: growing the best possible plant with fewer resources. More plant, with as little impact on the environment as possible.
We do this by using raw materials carefully, developing innovative growing methods, and sharing knowledge. As a growers’ association, we have a strong advantage: we combine experience, research, and insights. What one grower learns helps the entire group move forward.
Our shared sustainability goals
In addition to our daily efforts, we have set clear goals as an association. These guide our joint efforts in the coming years.
They help us understand our impact and continue to improve step by step, while doing what we do best: growing strong and healthy air-purifying plants for people across Europe.
Our goals:
- 100% MPS-A certified and an up-to-date footprint
- Compliance with the Water Framework Directive (WFD) by 2027
- Circular product packaging by 2027
- CO₂-neutral production by 2040
- Average annual reduction of 5% CO₂ emissions per plant
- Annual reduction of 10% peat in the substrate
- Fully green cultivation by 2040
1. 100% MPS-A certified and an up-to-date footprint
Sustainable growing starts with insight. That is why our growers have been recording their use of energy, crop protection, fertilizers, and waste through the MPS system since the 1980s.
The MPS certificate shows the environmental impact of a grower, taking into account local legislation. This means the exact requirements can differ per country.
Since 2025, all Air So Pure growers also carry out an annual FloriPEFCR footprint calculation. This international method measures the total environmental impact of a plant, from energy and water use to packaging and transport.
The benefit of this method is that everyone uses the same standard. This allows us to truly compare results and identify where improvement is possible. Results are shared within the association so we can learn from each other.
2. Compliance with the Water Framework Directive by 2027
Water is a valuable resource. That is why all Air So Pure growers are working towards full compliance with the European Water Framework Directive by 2027.
In practice, this means water is captured, purified, and reused as much as possible. This way, we use water carefully and prevent waste.
3. Circular product packaging by 2027
We aim for 100% circular product packaging by 2027, where this is both sustainable and commercially responsible.
We reduce plastic wherever possible. Some of our plants are already supplied with bio-based labels and cardboard packaging. At the same time, we closely follow innovations in packaging materials to continue improving.
4. CO₂-neutral production by 2040
Our ambition is for all Air So Pure growers to produce CO₂-neutral by 2040. To get there, we have defined two intermediate goals:
- Average annual reduction of 5% CO₂ emissions per plant
- Annual reduction of 10% peat in the substrate
Emissions are measured and monitored every year. This keeps us on track and allows us to adjust when needed. At the same time, our plants contribute to a better climate by absorbing CO₂ and converting it into oxygen.
Peat reduction is achieved collectively, with each grower contributing individually. One condition always remains: the quality and longevity of our plants must never be compromised.
5. Fully green cultivation by 2040
By 2040, our growers will no longer use crop protection products that are harmful to people and nature.
To achieve this, we increasingly work with resilient growing systems. This means strong plants, natural balance in the greenhouse, and biological solutions for pests.
As an intermediate step, we aim for a 50% reduction in active substances by 2030 compared to 2015.
Air So Pure air-purifying plants
Air So Pure offers a wide range of air-purifying plants. These plants are scientifically tested for their ability to filter harmful substances from the air and improve humidity.
From strong plants like Dracaena, Kentia, and Ficus Lyrata, to colourful varieties like Calathea and Phlebodium, and from flowering Spathiphyllum to elegant ferns such as Nephrolepis and Asplenium.
Every day, our growers cultivate these plants for homes, schools, offices, and public spaces across Europe. With care for plant, people, and environment, and in the most sustainable way possible.
Thanks to our recognisable labels, you can be sure you are choosing a tested air-purifying plant. Air So Pure plants are available at selected garden centres, florists, and webshops throughout Europe.
