“This 13th edition of Euroflora sees a record number of participating foreign countries and this is also the result of ICE’s commitment to supporting this exhibition and the sector as a whole” – the satisfaction of Matteo Zoppas, president of ICE, the Agency for the promotion abroad and the internationalization of Italian companies. “Our task is to create the best opportunities and the right connections between companies and the most qualified operators who this year will be over 60, including import and distribution companies of flowers and plants, garden center chains, landscapers and specialized press journalists. The floriculture sector is a sector that has excellent growth potential also because it is part of a very important supply chain linked to art, architecture, beauty, tourism. The export of the sector is worth 1.2 billion euros, but it should be emphasized that, if in 2023 it had seen a slight decrease (-2%), in the first 10 months of 2024 it has fully recovered, growing by almost 6%. As ICE, we have launched an important communication campaign in the main target countries (United Kingdom, France, Germany, Netherlands, Spain, Turkey) and buyers will arrive at Euroflora from mature strategic markets (such as European ones) but also from the Balkan area countries, from the USA, Canada and the Arab countries (Saudi Arabia, United Arab Emirates, Qatar). At a strategic level, ICE has produced, in collaboration with ANVE and realized by NOMISMA, a study on the main development prospects, including the opportunity indicators of the main foreign markets for companies in the sector, a roadmap to identify the best opportunities to seize”.
