Flowers land on the Genoa waterfront
Exhibition. Back to the future for Euroflora, which, in the next edition, will be set up in the spaces of the former Fiera di Genova, where it was held until 2011
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4' min read
4' min read
"A return to the past, to the original site in Genoa's former fairground at the Foce, but totally renovated (the area is the subject of a major urban regeneration project underway, signed by Renzo Piano, ndr). A combination of old and new that is also represented in the restyling of Euroflora's old logo. So, in fact, a 'return to the future''.
This is how Mauro Ferrando, president of the Porto antico society, which organises the event, presents edition number 13 of the international plant and flower show that will return to Genoa (number 12 was held in 2022), from 24 April to 4 May next year.
After all, the link between floriculture and the Ligurian territory is evident in the figures relating to the sector, presented by the (acting) President of the Region, Alessandro Piana: "Liguria, in terms of floriculture production, is the second largest producer in the Italian market, with 435.6 million euro of production value and about 4 thousand companies in the sector, employing 15 thousand people. Today, every third flower in Italy is produced in Liguria and more than 80% of what is produced is exported. At the Italian level, then, floriculture has recorded a positive trend in recent years, exceeding 3 billion euro in production value in 2022 (latest available Istat data, ndr), thanks to the work of over 17 thousand companies and 45 thousand hectares of cultivated land. Italy is the second European exporting power of the horticultural-floricultural product, with more than 1.2 billion euros, and a growing trend, in line with the production trend, that guarantees a positive trade balance.
Data that also explain why exhibitors are looking with great interest at Euroflora, after the exhibition, which had been given up for dead, was brought back to life in 2018 by the mayor of Genoa, Marco Bucci. The floralies, until 2011, was held in Genoa every 5 years, indoors, inside the pavilions of the then Fiera del mare. Then, in the midst of the crisis that began in 2008, which also affected the floriculture sector and led to the closure of numerous companies, came the impasse. The 2016 edition of the kermesse skipped and not even other cities were able to create an event capable of replacing Euroflora, as important as it was.
In 2018, the idea of relaunching the event in a new location: the parks of Genoa Nervi, overlooking the sea. The exhibition, for the first time outdoors, was organised in just four months, whereas, in the past, the time taken by exhibitors and organisers to set up was around a year and a half.
