Piazza dei Fiori Is the Platform for Italian Flowers With Character

For those curious about Italian floral beauty, Piazza dei Fiori offers a fascinating glimpse into the intricate network of flower production and distribution. Established six years ago, this company bridges the gap between Italy’s skilled growers and European buyers, creating a seamless flow of some of the finest flowers and greenery available.

How Piazza dei Fiori Came to Be

The concept of Piazza dei Fiori emerged in response to increasing demand for Italian flowers, initially within the Netherlands. Over the years, this demand expanded across Europe, though Holland remains a key market. Operating from five strategic locations across Italy—San Remo, Liguria, Lucca, Naples, and Lecce—as well as Tanneron in southern France, the company manages a supply chain that caters to diverse needs. The six hubs serve as gathering points for nearly 1,400 Italian growers. Once flowers arrive, they are carefully prepared for shipment.

Green Ranunculi from Piazza dei Fiori by seaside — *Italian seaside farm with green Ranunculi*

The product range includes a wide variety of products: San Remo focuses on high-quality greenery like Eucalyptus and Ruscus, while the southern regions supply colorful blooms such as Ranunculus, Anemones, and seasonal flowers. The carefully maintained network ensures consistent availability of flowers and greenery, with some offerings available year-round.

Piazza dei Fiori spray carnations and gerbera — *The universally celebrated Italian spray carnations and spider Gerberas*

One-Stop Shop for Italian Flowers and Foliage

At its core, Piazza dei Fiori functions as a coordinator and a one-stop shop. They set rigorous standards for quality, packaging, and presentation, ensuring that every stem meets expectations. By centralizing operations, they simplify logistics for growers and buyers alike. Growers benefit from support with transport, administration, and marketing, while buyers gain access to a dependable source of Italian floriculture.

Commercial Manager Kees Glorie:

“We are the partners of the growers. We prepare their trade for shipment with the most direct possible line to the final destination with the right payment conditions. We also do the administration, including the trolleys and containers. And we do a bit of marketing for all those growers."

Kees Glorie from Piazza dei Fiori checking Eucalyptus — *Kees Glorie inspects the quality of Eucalyptus varieties at the grower*

This collaborative model helps maintain consistency and reliability, which can be challenging in such a fragmented industry. The growers focus on cultivation, leaving the complexities of logistics and customer interaction to Piazza dei Fiori.

Understanding the Appeal of Italian Flowers

Italy’s unique geography and climate give its flowers distinct characteristics. The longer stems and larger blooms often associated with Italian flowers are direct results of these natural conditions.

Throughout the year, the Piazza is able to offer a broad palette for floral design of close to forty product groups of cut flowers and again forty groups of foliage.

Piazza dei Fiori white Anemones — *Lovely white Anemones*

Popular choices like Ranunculus stand out with a wide range of varieties of Clooney, Elegans, Charm, and Butterfly. The latest product line of these flowers is the innovative Moderna. Anemones, too, hold a special place, known for their vibrant colors and resilience. Over time, other flowers like snapdragons (Antirrhinum), stock (Matthiola), and Statice have also gained popularity.

Piazza dei Fiori cream Matthiola — *Piazza dei Fiori's cream Matthiola*

And what about the vast array of greenery such as the well-known Aralia, Aspidistra, and Pittosporum, but also niche products like Lunaria, Viburnum, and Quercus? Enough to fill your year with the finest foliage.

Piazza dei Fiori green and cream Ranunculi — *Enormous Ranunculi by Piazza dei Fiori*

Piazza dei Fiori pink and purpe Ranunculi — *Stunning bi-colored Ranunculi*

Behind the Scenes: Logistics

Coordinating a supply chain of this scale is no small feat. Flowers are cut, transported to hubs, and shipped to their destinations—all within the same day. This swift process ensures freshness, which is vital for maintaining the quality and appeal of the flowers. With years of refinement, the logistical framework of Piazza dei Fiori is now a well-oiled machine, capable of meeting the demands of a growing market.

Mimosa nursery from Piazza dei Fiori — *Mimosa in its open-air nursery*

One other USP that must be named is the sustainable growth of Italian flowers. Piazza's growers use natural resources.

Kees Glorie says:

“Our flowers are pure nature. Our growers do not use gas, no electricity, the water they use is almost exclusively rainwater and the sun does the rest. So you can safely say that Italian flowers are grown very sustainably.”

This approach minimizes environmental impact, making Italian flowers not only beautiful but also eco-friendly.

Piazza dei Fiori greenhouses in morning sun — *Greenhouses from Piazza dei Fiori growers bathing in the morning sun*

Future Directions

Understanding the role of Piazza dei Fiori goes beyond commerce; it’s about appreciating the intricate system that brings flowers from growers to consumers. By emphasizing quality, sustainability, and collaboration, they exemplify a model that benefits all stakeholders in the floral industry. Whether you’re a florist, a designer, or simply a flower enthusiast, the story of Piazza dei Fiori highlights the artistry and care that underpin Italian floriculture.

And looking ahead, Piazza dei Fiori aims to further expand its network, exploring opportunities to collaborate with growers in Spain, Portugal, and beyond. This expansion aligns with their goal to diversify and enrich their offerings while maintaining the efficiency of their supply chain.