The company is certifying the management practices of Canadian peat harvesters, which includes a requirement to have used restorative practices.
"The new Veriflora responsibly-managed peat moss certification guarantees that peat compost mixes with the Veriflora logo come only from certified operators who employ environmental restorative practices and fire control, and abide by both waterand air-quality constraints on their peatlands," said Keyes.
"More than 50 per cent of the legally-harvested peat bogs in North America are now Veriflora certified."
Environmentalists have attacked Flowerdew for saying he backs the use of peat from a licensed source. But an NFU representative said: "Flowerdew should be congratulated for making some of the most sensible comments about peat use in the press for decades."