The Italian ornamental horticulture sector confirms the strategic importance of the UK market with an export value of €43 million in 2025 (+1.3% compared to 2024). During the London edition of Green Agorà, organised by Greenitaly (Fiere di Parma), the Italian Trade Agency (ITA) and the Italian Embassy, key figures from the sector came together to discuss growth, sustainability and the impact of climate change.

Giovanni Sacchi (ITA London) emphasised the resilience of the UK as a market, despite challenging trading conditions. Gabriella Manfredi (agricultural attaché) highlighted the active promotion of ‘Made in Italy’ and the ongoing dialogue with UK authorities to facilitate trade, ahead of the new EU-UK SPS Agreement.

The event featured presentations on global and UK market trends, delivered by David Richardson and Saira Ali, and insights into Italian landscape architecture by Cristina Refolo and Oliver Rock. The following day, the group visited the RHS Badminton Flower Show, the Royal Horticultural Society’s new flower show, where they met with stakeholders and journalists.

The UK is the 6th largest export destination for Italian horticultural products. Outdoor ornamental plants account for 80 per cent of exports, demonstrating how Italian nurseries are responding to UK demand. Italy is also the 4th largest supplier of horticultural products to the UK.

Antonio Cellie, CEO of Fiere di Parma, said: “The sector is showing remarkable resilience, with total exports of €1.27 billion and a positive trade balance of €363 million. Greenitaly fosters dialogue in key European markets.”

The London edition forms part of the promotional programme for the italian trade fair GreenItaly 2026 (7–9 October, Parma), with Labirinto della Masone as its cultural partner. The event brings together international exhibitors to explore economic, technical and commercial trends in the sector.