Flormart, the historic international fair of horticulture, greenery and landscape taking place in Italy since 1974, has selected Expo2020 Dubai to present the 71st edition of the trade show and the connected initiatives to the regional public. Organized by ITA – The Italian Trade Agency in Dubai, the press conference registered the participation of the main Emirati journalists of the horticultural sector.

Flormart, managed by Fiere di Parma, the organizer of the popular  Cibus show, will be held in Padua (Italy) from 21 to 23 September 2022. The trade show represents an international showcase of horticulture and an opportunity of business matching between those who produce the plants, the materials, the furnishings, the means of production and the users, nurserymen, large garden centers, green builders, public bodies, real estate groups and buyers.

The Italian Trade Agency arranged the participation of a delegation of more than 30 international buyers coming from 10 different countries, including a delegation of 7 members coming from Slovenia. Fiere di Parma selected 12 Italian companies, which participated in the BtoB  meetings with the foreign delegates at the M-eating Italy pavilion at Expo2020. 

The event was the occasion to discuss the shape and trends of the Italian horticulture sector and its role in the global market. Speakers at the official press conference were: Roberto Luongo, Italian Trade Agency Ceo & Managing Director;  Marcella Pedroni, Fiere di Parma General Secretary; Leonardo Capitanio, ANVE – Italian Association of Nurserymen Exporters, President; Rosi Sgaravatti, Assoverde – Italian Association of Green Constructors, President; Michela Lazzaro, Saonara Municipality Vice Major, Saonara Horticultural District representative.

The Italian horticultural sector represents 5% of the entire Italian agricultural production, for a value of 2.7 billion euros, with 13,633  companies and 100,000 people directly employed. Global export of Italian flowers, bulbs and foliage in 2021 reached 1.1 billion euros, a +27.5% from pre pandemic times and Italy confirmed its 4th position among the world suppliers.

Looking at the UAE market, in the first 11 months of 2021, the Italian exports of the horticultural sector (flowers and plants, fertilizers, seeds) amounted to 2.3 million euros (+ 2.55% compared to 2019). Flowers and plants coming from Italy have registered an increasing interest with the demand spiking up by 70% from 2020. Italian fertilizers have also witnessed a similar trend in 2021 with a growth of +60% in the export to the UAE from 2020.

Roberto Luongo, Italian Trade Agency Ceo & Managing Director, said “ We are glad to host here in Dubai for the first time the roadshow of Flormart and to support Fiere di Parma in the internalization of Italian horticulture companies. The UAE is setting a worldwide example for its urban landscaping and for innovative technologies used for the maintenance of the urban green in often unfavorable weather conditions. We want to promote Made in Italy also in this sector and we can see a lot of opportunities for the Italian players in this Country. The export of Italian horticultural products to the UAE during the first eleven months of  2021 amounted to 2.31 million euro but there is room for improvement.”

“The floricultural sector is an outstanding feature of the Italian agricultural segment, hence the partnership between Fiere di Parma and Padova Hall, represents a positive synergy for both and first of all for the development of the sector. The entry of Fiere di Parma in the organization of the event aims at confirming the role of Flormart as a platform for the enhancement of the Made in Italy supply chain and of the floricultural production, developing new marketing and promotional actions on foreign markets, thanks to the common vision that combines the planning of the event dedicated to green areas with the experienced strategy tailored for Cibus, the largest showcase of the food made in Italy and international reference event for the agro-food sector. It is essential to present the Italian floriculture sector in a cohesive manner so that it can be stronger and more structured when facing international markets” Marcella Pedroni, Fiere di Parma General Secretary added.