On 20 May 2025 the Embassy of Italy hosted an event entitled , in collaboration with the Italian Trade Agency and Greenitaly (Fiere di Parma). The panel discussion, featuring figures from the floricultural sectors in Italy and the UK, examined trends in the sector and presented the Greenitaly trade fair, which will be held in Parma from 15 to 17 October 2025.
The event, which was attended by representatives of British institutions, associations, companies, landscape architects and journalists, offered an opportunity to highlight Italy’s international role in the sector. The country is the third-largest flower producer in Europe, after the Netherlands and Spain, accounting for 13% of production by value. Italy’s flower exports exceeded €1.2bn in 2024. France, the Netherlands and Germany remain its key export markets, while Switzerland and the UK continue to play an important role in spite of the recent market fluctuations.
The meeting was moderated by Tim Briercliffe, secretary general of the International Association of Horticultural Producers (AIPH) and a key figure in the sector internationally.
In his welcome address, the deputy head of mission, Riccardo Smimmo, noted the image and tradition of Italian gardening, a historical heritage that brings together art, design and nature in a way that is greatly appreciated by British consumers. He added that the embassy was delighted to act as a bridge between the British and Italian markets, facilitating trade and cultural connections that highlight both countries’ points of excellence.
Givoanni Sacchi, the director of the London branch of the Italian Trade Agency, highlighted the agency’s role in promoting the sector by organising a delegation of British buyers, journalists and opinionmakers at the Greenitaly fair.
Gloria Oppici, Greenitaly’s brand manager, presented the fair, which will be held in Parma from 15 to 17 October, as a space to bring together flower growers, designers, garden companies and institutions.
Antonella Melone, representing the Italian Association of Landscape Architecture (AIAPP), spoke about the skills, biodiversity and quality that characterise Italian floriculture and how Italian landscape architecture takes account of climatic and cultural context. Cristina Morbi, architect and founder of Maetherea, explained her innovative vision in which installations combine art, botanics and technology to transform internal and external spaces into vital, regenerative and harmonious environments.
Emanuela Rosa-Clot, director of the magazine Gardenia, discussed how floriculture fits into the broader concept of Italian lifestyle. She explained how the magazine promotes a green aesthetic that combines quality, artisanship and harmony with the landscape, elements that appeal to the British public.
From the world of production, Andrea Minghi, of Giorgio Tesi Group, one of the most important European plant nurseries, presented the Italian approach, highlighting the high quality of flower production and attention to market dynamics. The demand side was discussed by Henry Williams, manager of YouGarden, who gave an overview of the British market.
