“Italians love special plants, but are they willing to pay for it?”

But is the customer willing to pay for the plants? We hear different responses. Like in many countries, Italy is dealing with inflation and a challenging economy. Still, a lot of plants are being grown and imported, and some exhibitors even report growth. Compared with the past, they see that the retailers prefer placing smaller orders several times a week instead of large orders one time a week. Also, many notice a decline in orders, but due to the increasing number of shops or actively sourcing for new clients, many report maintaining their growth.

Consumers may have less money to spend, but Italy certainly is a plant-loving country that is said to be willing to be a bit extra for something special.

Edda Rigobello and Valentina Manzoni of Koppert Italy presenting their biological solutions.


When you walk the exhibition floor of Myplant & Garden in Italy and ask the exhibitors what kind of plants Italians are looking for, most will say “something different.” Of course, plants like the anthurium and orchid keep attracting a lot of attention, but the varieties that are a bit different from the standard are highly appreciated. Therefore, many highlight their “unique” plants at their booths.

Gianfranco of Schoneveld Breeding. New is the Gerbera in 8 colors and available in 2025.

Davide Cavallini of Modiform with their pot container high range of injection molded Thomsen.

Andrea Lazzeri presenting Poinsettia Carmen Red, a variety that is a novelty from 2023 with very good results in the southern part of Europe.

Today, the show is in its last day and after two days of closing the show with increased visitor numbers (compared to last year), the organization expects the total number of visitors to exceed that of last year.

Also, cut flowers are widely on display at Myplant, is the story different for this sector? Stay tuned! FloralDaily will be walking around for the latest information, market developments, and, of course, the photo report.