Maurizio Casolaro


Journalist; owner and publisher of Lineaverde magazine and other trade magazines. Organiser of B2B events. Expert in marketing and communication. Cross market and channel experience with a broad network of contacts and source of information.

Renato Ferretti


Agronomist and Journalist; Land Development and Planning Manager of Pistoia Province (the main Italian nursery district), Director of Lineaverde magazine.

The vast and differentiated experience of Renato Ferretti makes him one of the most competent, respected and knowledgeable figure in the Italian nursery market. His network of contacts is very broad and multi sectorial. His competence range from production and technical issues, to the latest market trends, to local regulations.

Lineaverde Marketing and Consulting

Thanks to the competence of its members and the availability of Lineaverde – the leading Italian nursery magazine – “Lineaverde Marketing and Consulting” can offer a range of services related to Italian market:

  • Market studies and analysis
  • Product and marketing strategies to approach the Italian market
  • Communication and promotion campaigns
  • Support for trade fairs and promotional activities
  • Wide network of contacts within the production nursery business

Italian market – facts and figures

32,000 production companies
23,000 ha production
100,000 workforce in horticulture
€ 2,5 billion gross production

The ornamental nursery market in Italy represents 5% of total Italian agricultural production. It contributes for 15% of the European horticultural production, confirming its position as one of the most important, dynamic and original market.

From a variety point of view, Italy is one of the richest and commercially interesting market in Europe. The production ranges from cut flowers to houseplants, from garden plants to big park and landscape products. In Italy we find unique Mediterranean specialties like ornamental citrus tree in terracotta pots or olive trees with many different varieties and forms.

Production in Italy is clustered in well-defined geographical districts:

  • Flower production is concentrated in: Liguria, Tuscany, Campania, Puglia and Sicily.
  • Pot plant production is concentrated in: Piedmont, Lombardy, Veneto, Liguria, Tuscany and Sicily.
  • Ornamental landscape plants are produced mainly in Tuscany (Pistoia) but also in Lombardy, Veneto, Marche, Lazio and Sicily.

Latest news from Italy

AIPH approves Grow green. Eat green. Live green-Expo in Bologna

The International Association of Horticultural Producers (AIPH)…

The growing media in the nurserystock: agronomic requirements and environmental and economic sustainability

The nursery is in Italy (in value) 5% of the national agricultural…

The European NurseryStock Association (ENA) held its summer General Assembly meeting in Helsingborg, Sweden

The Swedish organization LRF Horticulture (LRF Trädgård) hosted…

FLORA TRADE SHOW scores a bull’s-eye

Praise from exhibiting firms for the decision to hold the expo…

Florasì, Florconsorzi, MIPAAF, Coldiretti, CIA and Confagricoltura. All aboard for Flora Trade.

Important patronages for the first edition of the international…