Here’s some positive news for Italian floriculturists who have seen an increase in the sales of their local flowers, at the expense of foreign roses. As reported by Cia-Agricoltori Italiani, the floriculture industry has experienced a steady turnover of 80 million euros in 2024, mirroring the previous year’s figures. This success is attributed to the sale of approximately 35 million flowers.
Despite the enduring popularity of the long-stemmed rose, which remains the most sold flower on Valentine’s Day, its retail price has risen to 8-10 euros. This has made the mixed bouquet of locally grown Italian flowers – including freesias, anemones, ranunculus, and carnations – a more attractive option at a price of around 25 euros. Cia suggests that the sale of local blooms has increased by 20% due to the quality of flowers grown in areas known for their floriculture, such as Sanremo, Pescia, and the province of Naples.
Local Italian flowers are fresher and more fragrant compared to roses and orchids imported from countries like Colombia, Kenya, Ethiopia, and Taiwan. These imported flowers, grown in hot climates, are often stored in cold conditions before being shipped internationally. Additionally, the low labor costs in these countries, often associated with child labor exploitation, does not make the European production any more competitive. However, Italian flowers are grown sustainively and without the use of indiscriminate pesticide treatments, unlike in non-EU countries.
Cia has also shared the retail costs of various Italian-grown flowers. A stem of freesias and carnations is priced at 2.50 euros, while snapdragons and gerberas, as well as Italian tulips (predominantly grown in the Neapolitan area), cost 3 euros each. Poppies, calla lilies, and anemones are slightly more expensive at 3.5 euros per stem. The strelizia and lilium are priced at 4 euros each, and the Sanremo clone ranunculus is around 5.5 euros. It’s worth noting that the Italian cut flower sector is closely associated with special occasions such as Mother’s Day, Women’s Day, Valentine’s Day, and All Souls’ Day. These events account for over 50% of the annual flower purchases.
Floriculture makes up 5% of Italy’s agricultural production and includes 27 thousand companies and 100 thousand employees, of which 20 thousand are involved in growing flowers and potted plants, and 7 thousand operate nurseries. The sector is estimated to be worth 2.5 billion euros. Five regions account for 80% of the national production: Liguria (31%), Campania (16%), Tuscany (13%), Puglia (11%), and Sicily (10%), with the remaining 19% spread across other regions.
