On Tuesday, 20 May 2025, industry leaders from Italy and the UK gathered at the Italian Embassy in London to launch GreenItaly—the newly AIPH-approved international horticultural trade exhibition.
Organised by Fiere di Parma with the support of the Italian Trade Agency, GreenItaly will take place from 15 to 17 October in Parma and is designed to showcase Italy’s strengths across the professional ornamental supply chain.
The launch event focused on the growing impact of climate change on horticultural production, plant selection, and landscape design. Through a panel discussion titled The Changing Landscape of Horticulture, speakers explored how professionals across the supply chain are adapting to shifting environmental conditions, regulatory frameworks, and market expectations.
The panel was moderated by AIPH Secretary General Tim Briercliffe, who guided a lively and wide-ranging discussion on trade, ecology, and future strategy for the sector.
“The plants and practices we use today may not suit the landscapes of tomorrow,” said Briercliffe. “GreenItaly will create spaces for global exchange at a time when our sector needs to adapt quickly and together.”
Addressing Landscape as Infrastructure
Antonella Melone, a Council Member of AIAPP (Italian Association of Landscape Architecture), described how climate pressures are reshaping the professional agenda in Italy. From managing flood risk to retrofitting urban green space, the landscape is increasingly seen as a tool for resilience.
“Landscape is structural,” she said. “We work with both mineral and vegetative components to mitigate impacts like flash floods and heat stress. Every garden, every planting decision, can make a difference.”
Melone emphasised the increasing need for climate-adapted species and carefully balanced planting design. “We can’t work with native species alone. Biodiversity must be strong, but controlled.”
Rethinking Planting as Ecology
Cristina Morbi, founder of Maetherea and an academic at the Bartlett School of Architecture, shared a designer-researcher’s view on shifting plant selection from aesthetics to ecology.
“We’re moving away from ornamental planting as a decorative gesture,” she said, “Plants are ecological actors. They influence air, soil, water, and habitat.”
Morbi referenced her recent work at the Venice Biennale, which explored “mineral landscapes” using ruderal species—resilient plants that naturally colonise disturbed or degraded soils and require minimal maintenance. These are often overlooked as weeds but are now being recognised for their ecological value in restoring challenging environments without irrigation or fertiliser.
“What we’re seeing is a new model of design,” she said, “where ecologists, growers, and architects work together to meet environmental challenges.”
Long-Term Nursery Planning for UK Markets
From the production side, Andrea Minghi of Giorgio Tesi Group explained how Italian nurseries are adapting their planning cycles to evolving UK requirements.
“Ten years ago, Mediterranean species were a small part of our UK exports,” he said. “Now they’re central. It’s not just about having the right plants, but the right structure—size, form, even specific adaptations to local regulations.”
Minghi gave the example of producing six-foot clear-stem trees for residential gardens in the UK, sized so that their canopies sit above typical garden fences.
“Under British planning rules, domestic fences generally can’t exceed two metres in height without permission,” he explained. “So we grow trees with a clear stem to ensure the canopy rises above the fence line. It’s a small detail, but it shapes our growing strategy years in advance.”
He emphasised the importance of close communication with UK customers to anticipate regulatory needs, plan production timelines, and supply plants tailored to national preferences and restrictions.
Post-Brexit, Post-COVID Consumers and Climate Consciousness
Henry Williams, Technical Director at YouGarden, described how the UK garden retail landscape has evolved, shaped by the pandemic, a changing climate, and years of trade uncertainty following Brexit.
“Customers want resilience and results,” he said. “Mediterranean plants fit that brief—and Italian growers have led the way in offering high-quality material at scale.”
Williams noted the sector’s cautious optimism when speaking just a day after the UK-EU Leadership Summit, which delivered a long-awaited breakthrough on plant health and trade alignment.
“It was a surprise—many of us didn’t think this kind of agreement would happen so soon. It has the potential to make a real difference.”
He also praised the adaptability of Italian suppliers over the past few years. “When trade conditions are changing fast, it makes a huge difference to work with growers who pick up the phone and say, ‘What do we need to do?’”
Williams emphasised how Mediterranean planting supports new consumer demands for low-maintenance and climate-adapted gardens and reflects the shifting shape of the UK-EU horticultural trade.
Cultural Exchange and Design Evolution
Emanuela Rosa-Clot, editor-in-chief of Gardenia magazine, reflected on how climate change influences plant choices and garden culture.
“We have long admired the British garden,” she said, “but now British designers are looking to Italy—to Sicily, Tuscany, Liguria—to understand how to design for heat and drought.”
She noted that while dry gardens are increasingly essential, they must remain engaging. “Gardens are emotional and expressive. They can’t become sterile just because they are water-wise.”
A Platform for the Future of the Industry
GreenItaly 2025 will host over 200 exhibitors and more than 150 invited international buyers, supported by a dedicated B2B programme. From nursery production and plant genetics to green infrastructure and public space design, the trade fair will showcase Italy’s contributions to the global ornamental horticulture trade.
“GreenItaly is a platform where landscape becomes a tool for environmental response and creative exchange,” said Brand Manager Gloria Oppici, speaking at the event.
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
