The itinerant winter edition of Flormart, named “Flormart in tour“, is one of the many new features of this year at the historic international floriculture and gardening fair of Padua, which has decided to renovate itself reflecting the changing market needs. No longer satisfied of simply hosting professional visitors and exhibitors to the main edition at the Padua exhibition center in September (this year from 9 to 11), Flormart will reach out to them, in alternate years, in key areas of Italian floriculture production and in promising foreign markets, serving more and more as an exchange medium, and not only as an exhibiting container.
Tuscany was chosen as the location for the debut of the new event, to be held in mid-January of 2016 at the wholesale Flower Market of Pescia, where “Flormart in tour” was presented today by the Ceo of PadovaFiere Daniele Villa and the mayor of Pescia Oreste Giurlani, along with representatives of the national nursery-gardening sector, such as vice president of ‘Piante e Fiori d’Italia” Roberto Chiti (Confederazione Italiana Agricoltori) and the national coordinator of the sector for Confagricoltura Francesco Mati. The market of Pescia is another historic site of the Italian floriculture that has embarked on the path of recovery and is currently managed by the special municipal entity Mefit (Mercato Fiori Piante Toscana – città di Pescia).
The first edition of “Flormart in tour”, that will be called “Flormart in Toscana“, is a recognition of the value and prospects of the nursery-gardening in Tuscany, largely concentrated in the provincial territories of Pistoia and Lucca, equivalent to about 30% of agricultural Gdp in the region, with nearly 3,600 companies operating in an area of around 7,200 hectares. It is also a proof of the appeal and versatility of the market of Pescia, the main wholesale market for plants in central Italy, located right on the border between the territories of Pistoia and Lucca, that generates with its nearly 650 member companies – divided in producers (282), traders (331), conveyors (18 including regular and occasional) and related activities – an estimated annual turnover of over 70 million euro.
On the occasion of “Flormart in Tuscany” the spectacular structure of the market of Pescia (among the most important works of contemporary architecture in the region) will host, in addition to the exhibitors’ stands, “Master Flower – Spring Summer Trends” by diADE adv: a series of flower arrangement demonstrations in real time inspired by the trends of the moment and themes defined by diADE on the basis of aesthetic and commercial criteria, with the aim of helping the professionals of plants and flowers visiting the fair to increase their sales. Also “Flormart in Tuscany” will give visibility to products and people who received awards in the new contests at the main edition Flormart. For example, to name a few, the most innovative plants, flowers, technological accessories and sales formulas selected by the “nòva_green” prize, which will allow the winners to use the logo of the competition in recognition of excellence. And temporary garden projects that won at the Flormart Garden Show, the winners of the new international landscape architecture competition.