Euroflora, Italian floriculture exports reach 1.2 billion Euro

National floriculture exports exceeded 1.2 billion euros in 2024, an increase of 6.4% compared to the previous year, compared to an overall value of the sector in Italy that last year reached 3.25 billion euros (+3.5%). While the number of companies in the sector active in the country "excluding from the count the categories (citrus fruit cultivation, fruit tree cultivation) where the weight of direct production companies is more contained, their number is reduced" to 17,490.

The sector data are obtained by cross-referencing those provided by Confagricoltura (elaboration based on Ismea and Istat figures) and a study by Nomisma, presented by Anve (the National Association of Nursery Exporters) and Agenzia Ice (Ice Agency), during the inaugural conference of Euroflora, the Genoese kermesse that opens today in the area of the former Fiera di Genova and will continue until 4 May.

The 2025 edition of the floralies will be held in the spaces of the former exhibition centre, transformed into the Levante waterfront with the urban redevelopment project signed by Renzo Piano. At the exhibition's disposal there is, therefore, an area of 85 thousand square metres, most of it indoor, for an exhibition area divided into five main zones Piazzale Kennedy, with 30 thousand square metres, on which there is the mirador fiorito curated by Anve; the central arena of the palasport; the trensostruttura of almost 10 thousand square metres; a marine area (with 60 jetties, three islands and 10 floating gardens); and finally Jean Nouvel's blue pavilion, which is spread over two floors of 10 thousand square metres each.

In short, really wide spaces, so much so that, if they had been a bit more compressed, they would have left fewer empty areas among the 154 gardens present. However, it was Mauro Ferrando, the President of the Porto antico company (which organises the kermesse) himself who explained that the public will have a different impression, compared to the edition of 14 years ago, the last one in which Euroflora was held inside the then Fiera di Genova. The following two, in 2018 and 2022, were exceptionally held in the Nervi parks.

"I already warn the people who will enter,' Ferrando said, 'that they will not find what they found in 2011. The thirteenth edition is definitely different from all the others: it is a return to the past because the historical venue was in this district but a leap into the future because it is a totally new district. So it is a bit of an experiment and we are sure that it will be liked; there will perhaps, as usual, be some criticism, but we have really done a great job. We have gone from 35 thousand square metres of exhibition space in Nervi to 85mia'.