{"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":"<p>FloralDaily, a Dutch magazine dedicated to the horticultural sector interviewed Floriamiata regarding its <strong>history<\/strong> and <strong>strategic decisions.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Entering the international market through indoor plants<\/h2>\n<p>Unlike most Italian companies that produce a mix of plants, Floramiata made a strategic decision two years ago to focus <strong>exclusively on green plants.<\/strong>\u00a0<em>&#8220;This means no poinsettias or begonias. We are laser-focused on indoor green plants, and this has helped us <strong>stand out among the competition<\/strong>&#8220;,<\/em> says <strong>Nino Barile<\/strong>, member of the board Floramiata, and CEO of the Gabe Srl.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Sprouting from bankruptcy<\/strong><\/h2>\n<p>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<p>The challenges for the old Floramiata peaked in <strong>2017<\/strong> when the company declared <strong>bankruptcy<\/strong>. After that, the company underwent significant restructuring, <strong>culminating in 2022 when Gabe Srl, and hence Nino, became the owner of the business.<\/strong><\/p>\n<p><em>&#8220;Crucial to the restructuring was the shift to solely growing indoor green plants&#8221;,<\/em> Nino points out. This change was dictated by the <strong>need to improve production efficiency<\/strong>, as focusing on just one type of plant allows for<strong> better fine-tuning in the greenhouse environment.<\/strong><\/p>\n<p>Additionally, the decision was motivated by Nino&#8217;s desire to expand Floriamiata&#8217;s scope. <em>&#8220;If you grow a mix of ornamentals and flowers, you are basically targeting the local market, which is full of producers in that segment&#8221;. <\/em>The story is different with indoor green plants. <em>&#8220;Competition for indoor green plants is more international than local&#8221;, <\/em>Nino notes. <em>&#8220;Previously, Floriamiata didn&#8217;t export anything. <strong>Since I took over in 2022, our exports have grown by almost 30%.&#8221;<\/strong><\/em><\/p>\n<p>Entering a more international market also means dealing with a wider customer base and different biases and sensitivities. That&#8217;s why Nino has put a lot of effort into making Floriamiata a truly environmentally sustainable business. <em>&#8220;For instance, I believe we are the only indoor green plant producer in Europe that uses <strong>geothermal energy to heat our greenhouses<\/strong>&#8220;,<\/em> he explains.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>High-tech and green plants<\/strong><\/h2>\n<p>Of course, all of this could be achieved thanks to the advanced new technology Nino installed in the greenhouses. &#8220;<em>We had old pallets and architectural barriers in the greenhouses,&#8221;<\/em> he says. <em>&#8220;We removed everything and<strong> robotized all the movement of the plants inside.<\/strong> Bluntly put, Floriamiata truly is part of the so-called <strong>&#8216;industry 4.0&#8217;.<\/strong>&#8220;<\/em><\/p>\n<p><em>&#8220;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 <strong>web shop<\/strong> to better cater to our customers&#8217; needs&#8221;,<\/em> he explains. &#8220;<em>Additionally, we have installed a live camera where clients can see the just-picked plants they are going to buy.&#8221; <\/em>In other words, <strong>customers know which batch they are buying from<\/strong> and which batch a given plant is collected from. <em>&#8220;We simulate an open kitchen, where every Floriamiata customer can look inside. I don&#8217;t think anybody else has this feature in floriculture.&#8221;<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>You can find the entire article<a href=\"https:\/\/www.floraldaily.com\/article\/9646277\/entering-the-international-market-through-indoor-plants\/?utm_medium=email\"> here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>FloralDaily, a Dutch magazine dedicated to the horticultural sector interviewed Floriamiata regarding its history and strategic decisions.<\/p>\n","protected":false},"author":5,"featured_media":9317,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":{"0":"post-9321","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news-eng"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Indoor plants international market: interview with Floramiata - 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