GreenItaly, the latest AIPH-approved trade exhibition, was officially launched at Euroflora 2025 on 28 April in Genoa, Italy, underlining the country’s growing commitment to sustainable urban horticulture and innovation.
Euroflora 2025 is being hosted in Genoa’s newly redeveloped Waterfront di Levante—a striking setting that reflects the event’s focus on urban regeneration and green infrastructure. Recognised as an AIPH-approved International Horticultural Show, Euroflora provides an ideal platform to present initiatives that place ornamental horticulture at the heart of future city-making.
The launch of GreenItaly took place during a dedicated session titled Aromatic Plants for Urban Greenery, held in the Jean Nouvel-designed Blue Pavilion. The event brought together leaders from Italy’s nursery and landscaping sectors to explore the increasing value of nature-based solutions in shaping resilient, liveable cities.
GreenItaly will run from 15 to 17 October 2025 at the Palaverdi Exhibition Centre in Parma, organised by Fiere di Parma. The new B2B event is designed to become a leading international platform for “greenery made in Italy”, with a strong focus on nursery production, urban landscaping, large-scale green spaces, and sustainable innovation. Strategically aligned with the opening of Mercanteinfiera, the exhibition is expected to draw both domestic and international audiences.
At the launch event, speakers included Alessandro Lanteri, General Manager of the Ligurian Nursery District; Giovanni Minuto of CERSAA Albenga; Gianluigi Nario of CIA Savona; and Gloria Oppici, Brand Manager of GreenItaly. The discussion, moderated by Renato Ferretti, Director of Lineaverde, highlighted the strategic role of ornamental horticulture in urban planning and the wider potential of Italy’s horticultural sector to deliver social, environmental, and economic value.
“Greenery must be understood as strategic infrastructure,” said Gloria Oppici. “With GreenItaly, we are creating a platform where business, design and sustainability meet—demonstrated by the green redevelopment of our exhibition 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 shared values of high standards, international cooperation, and sustainable development across the industry.
To support its international profile, GreenItaly will continue its promotional campaign in May, with presentation events planned in London and at Jardin Jardin in Paris, supported by ICE and the Fiere di Parma network.
By connecting growers, urban planners, and policy leaders, GreenItaly aims to strengthen the horticultural sector’s role in building greener, more liveable cities—an ambition that aligns closely with AIPH’s vision for sustainable urban development through plants.
