Floriamiata is a nursery business specializing in indoor green plants, located on Mount Amiata in the town of Pian Castagnaio, Italy. Unlike most Italian companies that produce a mix of plants, Floriamiata made a strategic decision two years ago to focus exclusively on green plants. "This means no poinsettias or begonias. We are laser-focused on indoor green plants, and this has helped us stand out among the competition," says Nino Barile, member of the board Floriamiata, and CEO of the Gape Srl. The company, established in 1985, has been exclusively owned by Gape Srl, a holding company, since January 2022. The change in ownership and the shift in focus are inextricably tied to the bankruptcy of the old Floriamiata.
Sprouting from bankruptcy
Floriamiata, founded in 1985, historically focused on growing a mix of ornamental plants. However, competition in this segment is quite fierce in Italy, as every nursery basically tackles the same market. The challenges for the old Floriamiata peaked in 2017 when the company declared bankruptcy. After that, the company underwent significant restructuring, culminating in 2022 when Gape Srl, and hence Nino, became the owner of the business.
"Crucial to the restructuring was the shift to solely growing indoor green plants," Nino points out. This change was dictated by the need to improve production efficiency, as focusing on just one type of plant allows for better fine-tuning in the greenhouse environment.
Additionally, the decision was motivated by Nino's desire to expand Floriamiata's scope. "If you grow a mix of ornamentals and flowers, you are basically targeting the local market, which is full of producers in that segment. This means that we'd face challenges on a cultivation level due to the need to manage different microclimates, and we'd also face numerous producers competing for the same market space." The story is different with indoor green plants. "Competition for indoor green plants is more international than local," Nino notes. "Previously, Floriamiata didn't export anything. Since I took over in 2022, our exports have grown by almost 30%."
Entering a more international market also means dealing with a wider customer base and different biases and sensitivities. That's why Nino has put a lot of effort into making Floriamiata a truly environmentally sustainable business. "For instance, I believe we are the only indoor green plant producer in Europe that uses geothermal energy to heat our greenhouses," he explains. "Most certainly, we are the only large greenhouse producer in Italy operating this way. Locally, there may be other growers using geothermal energy, but we are the only large producer doing this." Additionally, they have achieved negative CO2 emissions, both directly and indirectly. "Over time, we have capitalized on a depression, an artificial lake, and we recover all the rainwater that deposits there and reuse it."
High-tech and green plants
Of course, all of this could be achieved thanks to the advanced new technology Nino installed in the greenhouses. "We had old pallets and architectural barriers in the greenhouses," he says. "We removed everything and robotized all the movement of the plants inside. Bluntly put, Floriamiata truly is part of the so-called 'industry 4.0'." The 'secret sauce' is proprietary software that allows Nino and the growers of Floriamiata to be constantly up to speed with whatever is going on in the greenhouses. "We have a proprietary software house that developed software tailored to us, and we always know the quantity and quality of each and every plant inside the greenhouses."
As the saying goes, talent borrows, but genius steals, and Floriamiata knew where to look when it came to better showcasing their offerings to customers. "We also made a Dutch-style web shop to better cater to our customers' needs," he explains. "Additionally, we have installed a live camera where clients can see the just-picked plants they are going to buy." In other words, customers know which batch they are buying from and which batch a given plant is collected from. "We simulate an open kitchen, where every Floriamiata customer can look inside. I don't think anybody else has this feature in floriculture."
Nino and Floriamiata are working on many projects behind the greenhouse curtains. One thing is for sure: they are committed to indoor green plants. "After all, our governments are asking us to plant more green plants," he says with a laugh. "We are working on new products and selecting new varieties. All the projects we are undertaking are designed to bring added value not only to us but especially to our customers."
For more information:
Floriamiata
53025 Piancastagnaio (SI), Loc. Casa del Corto snc
Tel. 0577 781702
Tel. 0577 781802
[email protected]
floramiata.it