GreenItaly Debuts at Euroflora with Bold Vision for Greener Cities

GreenItaly, the latest AIPH-approved trade exhibition, was officially launched at Euroflora 2025 on 28 April in Genoa, Italy—highlighting the country’s growing commitment to sustainable urban horticulture and innovation.
Hosted in Genoa’s newly redeveloped Waterfront di Levante, Euroflora is itself an International Association of Horticultural Producers (AIPH)-approved International Horticultural Show. The GreenItaly announcement took place during a dedicated session titled “Aromatic Plants for Urban Greenery”, held in the Jean Nouvel-designed Blue Pavilion. The launch brought together leading figures from Italy’s nursery and landscaping sectors to explore the increasing value of green infrastructure in city planning.
GreenItaly will be held from 15 to 17 October 2025 at the Palaverdi Exhibition Centre in Parma. Organised by Fiere di Parma, the event aims to become an international reference point for “greenery made in Italy,” with a focus on nursery gardening, urban landscaping, large parks, and sustainable innovation. The event will coincide with Mercanteinfiera, enhancing international visibility and visitor flow.

Speaking at the launch were Alessandro Lanteri (Ligurian Nursery District), Giovanni Minuto (CERSAA Albenga), Gianluigi Nario (CIA Savona), and Gloria Oppici, Brand Manager of GreenItaly. Discussions centred around the strategic role of plants in smart city design and the potential for the Italian horticultural sector to support environmental, economic and social transformation.
“Greenery must be understood as strategic infrastructure,” said Oppici. “With GreenItaly, we are creating a platform where business, design and sustainability meet—demonstrated by the green redevelopment of our venue in Parma, led by architect João Ferreira Nunes.”
GreenItaly is an AIPH-approved trade exhibition, part of a global framework that recognises events committed to advancing ornamental horticulture. Its approval reflects a shared vision for high standards, international collaboration and sustainable development across the industry.
GreenItaly will continue its international promotional campaign with presentation events in London and at Jardin Jardin in Paris this May, supported by ICE and the Fiere di Parma network.
By connecting growers, planners, and policymakers, GreenItaly strengthens the horticultural sector’s role in building resilient, biodiverse, and liveable cities—an ambition closely aligned with AIPH’s vision for a greener future.