GreenItaly Launches in London as UK-EU Trade Eases

While the RHS Chelsea Flower Show showcased ornamental perfection to the public, a quieter but highly targeted event unfolded across the UK’s capital, bringing together industry professionals to discuss the future of horticulture in a warming, politically shifting Europe.
Held at the Italian Embassy in London on 20 May, the launch of GreenItaly—a new international horticultural trade exhibition set to take place in Parma this October—coincided with the UK-EU leadership summit breakthrough on trade and plant health. For many in the sector, the timing felt like a turning point.
The event was hosted by the Italian Trade Agency and Fiere di Parma, organisers of GreenItaly, and supported by the Italian Embassy. Attendees included growers, retailers, media, and buyers from across the ornamental plant sector. The afternoon centred around a panel discussion, The Changing Landscape of Horticulture, moderated by AIPH Secretary General Tim Briercliffe.
“The plants and practices we use today may not suit the landscapes of tomorrow,” Briercliffe said. “GreenItaly will provide a platform for international knowledge-sharing at a time when our industry needs to adapt quickly and collaboratively.”

(Left to right) Speakers: Henry Williams, Cristina Morbi, Antonella Melone, Tim Briercliffe, Emanuela Rosa-Clot, and Andrea Minghi.

Growers Pivot to Mediterranean Palettes

Andrea Minghi of leading nursery Giorgio Tesi Group described a sharp shift in planting trends over the past decade, particularly from UK buyers.
“Ten years ago, Mediterranean species were niche exports for us. Now they’re core,” he said. “We’ve adjusted production cycles to meet UK demand for drought-tolerant plants—especially in the context of domestic garden regulations and planting height requirements.”
Minghi highlighted the need for long-term planning, especially when preparing climate-resilient trees that must comply with British fencing and border policies. “We’re growing now for gardens five years from now. That requires detailed dialogue with our UK partners.”

Responding to a New Type of Customer

Henry Williams, Technical Director at YouGarden, brought a UK retail perspective to the panel, emphasising how consumer behaviour has shifted since COVID and Brexit.
“We’ve gained a new kind of gardener,” he said. “They want plants that are low maintenance, climate-adapted, and make an instant impact. Italian growers understand that—and have been incredibly responsive during uncertain trade conditions.”
Williams welcomed the UK-EU summit announcement the day before, which outlined plans to improve plant movement under new sanitary and phytosanitary (SPS) cooperation. “It’s the kind of news we’ve been hoping for. If implemented, it could ease pressures and make sourcing more reliable going forward.”

Ecological Function Meets Practical Production

The conversation also touched on how growers and breeders are responding to climate pressures with more ecologically functional plants—not just for design-led landscapes but for real-world use in public space, green infrastructure, and residential planting schemes.
Cristina Morbi, founder of the landscape-focused research studio Maetherea, offered a European perspective on production and performance.
“We’re no longer choosing plants for decoration alone,” she said. “We’re working with species that support soil restoration, urban cooling, and low-input growth—even in poor or degraded sites.”
Her recent work at the Venice Biennale showcased ruderal species—tough plants that colonise disturbed land and offer surprising resilience in the face of drought and pollution. “These might not be traditional ornamentals,” she added, “but they’re shaping future plant lists.”

A Changing Dialogue Between Italy and the UK

From an editorial perspective, Emanuela Rosa-Clot, editor-in-chief of Gardenia magazine, spoke about the long-standing exchange between British and Italian growers, designers, and gardeners.
“Historically, we’ve looked to Britain for inspiration,” she said, “but now British professionals are coming to Italy to explore how we’re managing heat, drought, and changing aesthetics.”
She noted that Italian growers are working increasingly with public and private clients in Northern Europe to trial Mediterranean species—and that festivals and research projects in Sicily and Puglia are drawing international interest.
GreenItaly 2025 will run from 15–17 October in Parma, with over 200 exhibitors and more than 150 invited international buyers. The trade fair will showcase Italian expertise in nursery production, plant innovation, and the technologies driving low-impact, high-performance horticulture.
As part of the AIPH-approved exhibition calendar, GreenItaly reflects AIPH’s commitment to supporting high-quality, internationally connected trade fairs that advance professional horticulture, sustainable development, and knowledge-sharing across borders.
Interested participants are invited to join GreenItaly’s Buyers’ Programme, organised in cooperation with ITA – Italian Trade Agency, which can help you save time and entirely focus on your business experience, thanks to reserved benefits and special activities. Applications are open here.
For more information about GreenItaly 2025, visit: www.green-italy.eu