Cut flowers are products that have become a symbol of joy, sorrow and wealth. However, consumption contributes to various environmental problems, such as greenhouse gas emissions and leakage of nutrients and pesticides. This study aims to investigate the environmental impact of outdoor-grown cut flowers from a sustainability perspective in Sweden. The questions answered are which aspects of the cut flower lifecycle have the greatest environmental impact, what the cut flower growers think of the cut flower industry and its sustainability and how their work can become more sustainable. The study was conducted through semi-structured interviews with eight businesses that grow field-grown cut flowers and a literature review focusing on the environmental impact of cut flowers from a life cycle perspective. The results from the literature review show that the main environmental and climate aspects from a life cycle perspective are transport, heating through fossil fuels and the use of fertilizers and chemical pesticides. The results from the interviews show that challenges with the cut flower industry are origins of seeds, lack of knowledge and behavior and consumption patterns. Opportunities consist of growing demand, good quality and being able to offer a more sustainable product. Swedish field-grown cut flowers can be considered a sustainable alternative to imported ones due to shorter transport and the difference in the use of nutrients and chemicals. Although, more transparency, knowledge and collaboration will be needed in the industry for long-term sustainable development. Measures that can be implemented to promote the production and consumption of Swedish sustainable cut flowers are political incentives and possibly a certification or labeling.