A flower composed of three petals of green, white and red, with the writing 'Excellence from national producers': it is the new Fiori Italiani brand promoted by Coldiretti and Affi, the national association of Italian flower growers and florists which has studied, created, registered and deposited the trademark at the Ministry of Made in Italy.
The brand was presented today in Florence.
The first load with the new brand, thousands of violet stems and eucalyptus fronds produced in the greenhouses of Versilia (Lucca), has already arrived in the Netherlands.
"Finally Italy also has a brand that certifies the origin of the product, and which is naturally certified by a third party which is the national Dqa", stated Cristiano Genovali, national president of Affi, explaining that "the consumer knows that when you buy an Italian flower you are purchasing a product grown with sustainable or even organic methods, attentive to the ecosystem. The brand will be able to strengthen and promote our flowers with greater vigor and clarity also in the internal market, and raise awareness among consumers to choose and prefer national flowers".
There are around 27,000 horticultural companies in Italy, "of which 13 thousand exclusively produce cut flowers", explained Genovali, underlining that "the numbers are very important, around 3 billion euros of production, with growing exports".
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