On 20 May 2025, the Italian Embassy in London hosted the event “The Changing Landscape of Horticulture”, in collaboration with ITA Agency and Greenitaly – Fiere di Parma. The conference, attended by representatives of the horticultural sector from both Italy and the UK, highlighted new trends in the sector and presented the Greenitaly Fair (Parma 15-17 October 2025).
The initiative – attended by British institutional representatives, associations and sectorial companies, architects and specialised press – was an opportunity to highlight Italy’s role on the international scene. In fact, Italy ranks third in Europe among floriculture producers – after the Netherlands and Spain – contributing 13% to the overall value of production. Italian exports in the sector exceeded 1.2 billion euros in 2024: France, the Netherlands and Germany remain key destinations, while Switzerland and the United Kingdom continue to play an important role despite recent market fluctuations.
The meeting was moderated by Tim Briercliffe, Secretary General of the International Association of Horticultural Producers, a global reference figure in the sector.
In his opening greetings, the Deputy Head of Mission, Riccardo Smimmo, highlighted “the image and tradition of Italian-style gardening, a historical heritage that combines art, design and nature, and which finds great appreciation in the British market, which has always been sensitive to the culture of the garden and the quality of Italian products in the sector.” The Deputy Head of Mission went on to say that “the Embassy is delighted to play a bridging role between the UK and Italian markets, facilitating commercial and cultural connections that enhance the excellence of both countries.”
The Director of ITA Agency’s London Office, Giovanni Sacchi, highlighted ITA’s important role in promoting the sector by organising a delegation of British buyers, journalists and opinion makers at the Greenitaly Fair.
Gloria Oppici, Brand Manager of Greenitaly, presented the exhibition event – which will be held in Parma from 15 to 17 October – as a space for discussion between the floriculture production sector, designers, garden companies, institutions and territories.
The contribution of Antonella Melone, representative of AIAPP – Associazione Italiana Architettura del Paesaggio – underscored the heritage of skills, biodiversity and productive quality that characterises Italian floriculture and the role of Italian landscape architecture in promoting design that is attentive to the climatic and cultural context. Cristina Morbi, architect and founder of Maetherea, explained her innovative vision in which plant installations combine art, botany and technology to transform indoor and outdoor spaces into vital, regenerative and harmonious environments.
Emanuela Rosa-Clot, director of the magazine Gardenia – Cairo Editore, emphasised how floriculture is integrated into the broader concept of ‘Italian living’, promoting an aesthetics of greenery that combines quality, craftsmanship and harmony with the landscape, elements of strong appeal to the British public.
From the world of production, Andrea Minghi, from Giorgio Tesi Group, one of Europe’s leading nurseries, presented the Italian approach to the ‘living Italian style’, emphasising the high quality of flower production and attention to market dynamics. The demand side was also taken up by Henry Williams, manager of YouGarden, who offered an overview of the UK.
