In Spain, the new year only truly begins after Christmas and the Three Kings have departed. It marks the start of new initiatives, challenges, and opportunities on both a personal and professional level. However, for the Valencian plant nurseries devastated by the dramatic floods at the end of October, 2025 is shaping up to be drastically different. The industry estimates losses at €150 million-€50 million due to the destruction of plants and €100 million from damaged business premises, greenhouses, installations, and production fields. The immense force of the water abruptly ended the 2025 sales season and potentially future campaigns, as many crops have multi-year cycles.

Author: Christian Vos

The initially pledged government aid for affected nurseries does not even cover 1% of the damage, according to Asfplant, the green industry’s organisation in the Valencian region. Of course, the last word on this matter has yet to be spoken. In Spain, there is little confidence in the timely payment of state-promised compensation or subsidies, whether it concerns a natural disaster or incentives for purchasing an electric vehicle. Trust in timely reimbursement is minimal. When the dam on the River Tous broke in 1982, affected families received compensation only fifteen years later.

Coincidentally, during that disaster in 1982, author Chris Vos was just north of the city of Valencia to report on the Spanish citrus industry. The similarly violent floods that year occurred south of the capital. He learned about it over the car radio. Residents in the affected areas were ordered to evacuate, but few heeded the warning. Effective civil protection requires not only proper communication technology but also public trust in the government. After completing a series of interviews with citrus exporters, Vos drove to the affected village of Alzina. Along the access road, household goods, rotting plants, and dead animals were piled metres high, covered in a thick layer of filthy brown mud. The pungent stench still lingers in his memory. Although the water had receded to curb height, it remained hazardous due to the barely visible open sewer manholes. He quickly left.

At that time, mobile phones were not yet in daily use among the public, so there was no warning system via this medium. Communication occurred via radio. Nowadays, the Alert Alarm system exists in Spain, but the disaster response authority in the Valencian region apparently had no idea how it worked, though they had reportedly heard of it… With or without Alert Alarm, the damage from Dana 2024 would have been the same, but timely warnings could have saved many lives.

As is often the case after a dramatic natural disaster, a slew of plans stored in dusty drawers suddenly resurface, warning of risks in certain areas and proposing technical solutions. This has happened again, involving projects that indeed cost millions. However, the current immense damage now amounts to much more. In agriculture and livestock alone, losses are estimated at €1.089 billion (source: AVA Asaja). Spain will need to invest in large-scale projects, such as the rerouting of the River Turia in Valencia following a major flood. But, as usual, such political action takes a longer-term approach. In the meantime, the affected Valencian nurseries are doing everything in their power to recover and regain their position in the European markets as quickly as possible.

The ornamental horticulture acreage in Catalonia has remained stable in recent years

Catalonia comprises four provinces: Girona, Lleida, Barcelona, and Tarragona. Each province has its own growers’ association, which in turn are grouped into a federation headquartered at the Mercat de Flor i Planta ornamental de Catalunya in Vilassar de Mar. This is one of two wholesale markets in the Autonomous Community. The federation is also a member of Fepex, which represents associations of producers/exporters of fruits, vegetables, cut flowers, and ornamental plants. Under the umbrella of Fepex, the Federació de Viveristes de Catalunya participates in international trade fairs. Almost all businesses in the ornamental horticulture industry are family-owned, and the same is true for wholesalers. Regarding plant material supply, some international companies have branches in Catalonia, while others operate through agents.

Most growers in Catalonia sell their produce, similar to their counterparts in other regions. Some distributors work with a fixed group of producers, and Barcelona also has a producers’ cooperative. Efforts to establish an auction at the wholesale markets in Vilassar de Mar and Murcia have failed. With a wide range of offerings, producers cater to diverse customer demands. Catalonia therefore offers an impressive assortment of ornamental plants, ranging from aquatic plants, aromatic plants, houseplants, seasonal plants, Mediterranean plants, succulents, bonsai, cacti, and trees to palm trees.

Over the years, the area devoted to ornamental horticulture has remained relatively stable. In many countries, including Spain, business succession is a challenge because children are not encouraged to follow in the footsteps of their parents and grandparents. In such cases, the only solution is to sell the business to other growers if the farm is in a rural area.

The Generalitat de Catalunya provided the charts in this report and published them on 7 March 2024. However, the data pertains to previous years. By province, the area used for ornamental plant cultivation and the number of registered businesses are presented. The map shows municipalities where ornamental plants are grown, and the tables on export and import provide relevant information about destinations and origins. The production decline in 2022, according to Fepex, is primarily attributed to bad weather, which reduced consumption. 

On behalf of trade fair GrootGroenPlus: Chantal van Kuyck, trade fair manager

“ Succession in (family) businesses is not guaranteed in Spain either. This fact underscores the importance of continuing to promote a love for and knowledge of green. GGP is the right place for this.”