This study investigated the sustainability challenges and the adoption of sustainability innovations along the value chain of flowering potted plants supplying the German market. Data was collected through eighteen in-depths interviews with chain actors from different stages of the value chain and analyzed through qualitative content analysis. The material flow of the value chain begins at the breeding level followed by the propagation level. Cuttings are produced mostly in African countries, rooted cuttings and potted plants are cultivated in Europe.