At the opening conference of Euroflora, ANVE – the National Association of Nursery Exporters – together with ICE, the Italian Trade Agency for the promotion and internationalization of Italian enterprises, presented the findings of a new industry report on Italy’s floriculture and nursery sector, carried out by research institute Nomisma.
This comprehensive study provides a detailed snapshot of the sector, confirming the strategic role of Italian floriculture and nursery production in both the European and global markets. It highlights current strengths, emerging opportunities, and future challenges.
While primarily focused on the ornamental outdoor plant segment, the study also includes insights into fruit tree and citrus production. Structured into six thematic chapters, it delivers a thorough and up-to-date analysis of a key pillar of Italian agriculture.
Key Findings:
- Sector Overview: Italy is home to 17,490 active businesses in the sector, with the highest concentration in Lombardy, Sicily, Apulia, Tuscany, and Campania. These five regions alone account for over half of the national production value. Most companies (54%) specialize in floriculture and nursery production, while 26% are involved in plant propagation. The remaining 20% operate in forestry and the cultivation of aromatic and medicinal plants.
- Export Performance: In 2023, exports exceeded €1.2 billion, marking a 5.4% increase over the previous year. The top export destinations are Germany, France, and the Netherlands, with growing trade relationships also observed with Switzerland, the United Kingdom, and the United States.
- Sustainability and Ecological Transition: Over 60% of businesses have adopted sustainable agricultural practices. However, only 19% currently benefit from public funding for green transition efforts, indicating a need for greater access to support tools.
- Innovation and Technology: Around 70% of companies have invested in technologies to improve water and energy efficiency. Nevertheless, the adoption of advanced digital tools—such as smart sensors, drones, and predictive models—remains limited to just 15% of the sector.
- Nomisma Opportunity Index (NOI): A new addition to the report, this tool provides an objective measure of the attractiveness of key international markets, helping businesses prioritize their export strategies.
The final chapter of the study outlines strategic recommendations to enhance the sector’s competitiveness. Priorities identified by stakeholders include improved access to finance, digital transformation, workforce training, and stronger international promotion.
During the presentation, ANVE President Luigi Pagliani commented:
“This report is a crucial starting point for understanding the dynamics of our sector and for shaping targeted strategic actions. Italian floriculture and nursery production holds enormous potential—we must continue to invest in innovation, sustainability, and internationalization. The support of ICE and public institutions is vital to bringing our excellence to global markets.”
The report—attached to this press release—is the result of an in-depth analysis by Nomisma, which included engagement with industry stakeholders, collection of economic data, and market evaluation. It provides evolving market scenarios and concrete strategies to boost the global competitiveness of Italian floriculture and nursery businesses.
ANVE and ICE reaffirm their joint commitment to supporting a sector that stands as one of the flagships of Made in Italy, convinced that only through collaboration between institutions, businesses, and research can a sustainable and innovative future for the entire industry be built.
