FloralDaily, a Dutch magazine dedicated to the horticultural sector interviewed Floriamiata regarding its history and strategic decisions.
Entering the international market through indoor plants
Unlike most Italian companies that produce a mix of plants, Floramiata made a strategic decision two years ago to focus exclusively on green plants. “This means no poinsettias or begonias. We are laser-focused on indoor green plants, and this has helped us stand out among the competition“, says Nino Barile, member of the board Floramiata, and CEO of the Gabe Srl.
Sprouting from bankruptcy
Floramiata, founded in 1985, historically focused on growing a mix of ornamental plants. However, competition in this segment is quite fierce in Italy, as every nursery basically tackles the same market.
The challenges for the old Floramiata peaked in 2017 when the company declared bankruptcy. After that, the company underwent significant restructuring, culminating in 2022 when Gabe Srl, and hence Nino, became the owner of the business.
“Crucial to the restructuring was the shift to solely growing indoor green plants”, Nino points out. This change was dictated by the need to improve production efficiency, as focusing on just one type of plant allows for better fine-tuning in the greenhouse environment.
Additionally, the decision was motivated by Nino’s desire to expand Floriamiata’s scope. “If you grow a mix of ornamentals and flowers, you are basically targeting the local market, which is full of producers in that segment”. The story is different with indoor green plants. “Competition for indoor green plants is more international than local”, Nino notes. “Previously, Floriamiata didn’t export anything. Since I took over in 2022, our exports have grown by almost 30%.”
Entering a more international market also means dealing with a wider customer base and different biases and sensitivities. That’s why Nino has put a lot of effort into making Floriamiata a truly environmentally sustainable business. “For instance, I believe we are the only indoor green plant producer in Europe that uses geothermal energy to heat our greenhouses“, he explains.
High-tech and green plants
Of course, all of this could be achieved thanks to the advanced new technology Nino installed in the greenhouses. “We had old pallets and architectural barriers in the greenhouses,” he says. “We removed everything and robotized all the movement of the plants inside. Bluntly put, Floriamiata truly is part of the so-called ‘industry 4.0’.“
“We also made a DutchIn other words, customers know which batch they are buying from and which batch a given plant is collected from.-style web shop to better cater to our customers’ needs”, he explains. “Additionally, we have installed a live camera where clients can see the just-picked plants they are going to buy.” In other words, customers know which batch they are buying from and which batch a given plant is collected from. “We simulate an open kitchen, where every Floriamiata customer can look inside. I don’t think anybody else has this feature in floriculture.”
You can find the entire article here.
