{"id":9321,"date":"2024-07-26T15:40:19","date_gmt":"2024-07-26T13:40:19","guid":{"rendered":"https:\/\/www.floramiata.it\/?p=9321"},"modified":"2024-07-26T16:15:30","modified_gmt":"2024-07-26T14:15:30","slug":"indoor-plants-international-market-interview-with-floramiata","status":"publish","type":"post","link":"https:\/\/www.floramiata.it\/en\/indoor-plants-international-market-interview-with-floramiata\/","title":{"rendered":"Indoor plants international market: interview with Floramiata"},"content":{"rendered":"

FloralDaily, a Dutch magazine dedicated to the horticultural sector interviewed Floriamiata regarding its history<\/strong> and strategic decisions.<\/strong><\/p>\n

 <\/p>\n

Entering the international market through indoor plants<\/h2>\n

Unlike most Italian companies that produce a mix of plants, Floramiata made a strategic decision two years ago to focus exclusively on green plants.<\/strong>\u00a0“This means no poinsettias or begonias. We are laser-focused on indoor green plants, and this has helped us stand out among the competition<\/strong>“,<\/em> says Nino Barile<\/strong>, member of the board Floramiata, and CEO of the Gabe Srl.<\/p>\n

 <\/p>\n

Sprouting from bankruptcy<\/strong><\/h2>\n

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.<\/p>\n

The challenges for the old Floramiata peaked in 2017<\/strong> when the company declared bankruptcy<\/strong>. After that, the company underwent significant restructuring, culminating in 2022 when Gabe Srl, and hence Nino, became the owner of the business.<\/strong><\/p>\n

“Crucial to the restructuring was the shift to solely growing indoor green plants”,<\/em> Nino points out. This change was dictated by the need to improve production efficiency<\/strong>, as focusing on just one type of plant allows for better fine-tuning in the greenhouse environment.<\/strong><\/p>\n

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”. <\/em>The story is different with indoor green plants. “Competition for indoor green plants is more international than local”, <\/em>Nino notes. “Previously, Floriamiata didn’t export anything. Since I took over in 2022, our exports have grown by almost 30%.”<\/strong><\/em><\/p>\n

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<\/strong>“,<\/em> he explains.<\/p>\n

 <\/p>\n

High-tech and green plants<\/strong><\/h2>\n

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,”<\/em> he says. “We removed everything and robotized all the movement of the plants inside.<\/strong> Bluntly put, Floriamiata truly is part of the so-called ‘industry 4.0’.<\/strong>“<\/em><\/p>\n

“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<\/strong> to better cater to our customers’ needs”,<\/em> he explains. “Additionally, we have installed a live camera where clients can see the just-picked plants they are going to buy.” <\/em>In other words, customers know which batch they are buying from<\/strong> 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.”<\/em><\/p>\n

 <\/p>\n

You can find the entire article here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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