Italy’s trailblaizing florist honoured with a new Gerbera 

The late florist Alfredo Corvi from Varese who died on 18 April 2021 of Covid-19, has been honoured with a new Gerbera Germini, named ‘Alfredo’.

Chrysal, a flower food manufacturer and provider of cold chain management solutions hosted a ‘Italy Wedding Event’ at its headquarters in Naarden on Friday 8 November. This inspiring day included workshops, farm tours, and insightful discussions on sustainability, but the highlight was the emotional naming ceremony of a new red Gerbera variety, ‘Alfredo’ , a tribute to the late Italian florist Alfredo “Ave” Corvi.

Alfredo Corvi, known as “the florist of Varese”, was an expert in floristry, running a flower shop founded by his grandparents in Varese’s high end street Corso Matteoti in 1907.

Corvi was known for his breathtaking flower arrangements and community engagement. He also served in various industry bodies such as Varese’s shop keeper association and orchid society, and as ambassador of Varese’s Grandparents’Day.

To honour his legacy, a new red Germini Gerbera, bred by Dümmen Orange, was named after Alfredo Corvi  At the name giving ceremony, Alfredo’s brother Giovanni expressed his gratitude, remarking, “Few people can say they have a flower dedicated to them.”

Organised by Charles Lansdorp, a close friend of Alfredo, the ceremony brought together family, friends, and industry leaders for an emotional celebration of Alfredo’s life and passion for flowers.

The Chrysal Italy Wedding Event, attended by a large contingent of 50 florists from across Italy, also highlighted the importance of sustainability in the floral industry.

Floral designers Bert Kuiper and Dini Holtrop presented the innovative “Flowerbar” concept, a customizable and eco-friendly approach to wedding floristry. The idea behind Flowerbar is to grant flowers a second life before they end up in the landfill by creating mini bouquets from the ceremonial flowers. Before leaving the venue guests can pick these bouquets up in the  Flowerbar.

Antonio Fracassi, country manager for MPS Italy, provided insights into advancements in sustainable flower growing within Italy, reinforcing Chrysal’s commitment to promoting environmentally responsible practices.

Currently, the red Germini Alfredo is still a rare specimen but Dummen Orange will ramp up propagation so that by 2025,the flower will be cultivated and available worldwide, including at Alfredo’s historic shop on Corso Matteotti.

The programme also included a visit to plant breeder and propagator HilverdaFlorist where florists were given a sneak preview of the snowy white Alstroemeria ‘White Swan’ which will be also play a prominent role in the Myplant’s Dutch pavilion.

Dummen Orange staff updated the flower professionals about the latest developments within the company’s Avalanche range.