The 2025 edition of MyPlant & Garden has once again proven to be a cornerstone of the international green sector, drawing record participation and expanding its global reach. Held at Fiera Milano Rho from 19 to 21 February, the fair welcomed over 810 exhibitors and nearly 27,000 visitors, underscoring its significance as a premier hub for horticulture, gardening, and landscaping. The Netherlands had a strong presence at the event, highlighting its leadership in plant innovation, sustainability, and export growth.
A strong Dutch presence
Dutch companies played a pivotal role in the success of MyPlant & Garden 2025, with 55 businesses participating in the event. This highlights the Netherlands' ongoing commitment to the Italian market and the wider European horticultural sector. Dutch exhibitors were particularly well-represented in key segments such as nurseries, greenhouse technology, sustainable growing solutions, and floristry. Their expertise in innovation, sustainability, and efficiency was on full display, reinforcing the Netherlands' reputation as a leader in the industry.
The fair provided an opportunity for Dutch businesses to strengthen ties with Italian and international partners, explore new market opportunities, and showcase the latest advancements in plant breeding, sustainable production, and logistics. Given Italy's growing demand for high-quality horticultural products, Dutch companies were well-positioned to meet this need with their advanced solutions in automation, water management, and eco-friendly cultivation techniques.
Dutch horticulture and global trends
The Netherlands share with Italy a growth trend in the sector, and once again this year could not miss participating in MyPlant & Garden. According to Floridata's export statistics, Dutch flower and plant exports closed 2024 with a 4% increase, reaching a turnover of €7.1 billion. The export of cut flowers grew by 7% to €4.4 billion, while plant exports remained steady at €2.6 billion. However, challenges such as innovation, rising costs for labor, transport, energy, and climate change are putting pressure on margins. In addition to that, the sector is challenged to produce in a more sustainable way.
Despite these hurdles, Dutch exports to key markets like Germany (€1.7 billion), the UK (+9%), and Poland (+18%) continue to thrive. Notably, there is also an increasing diversification of exports, with growing demand from Eastern European countries such as the Czech Republic, Hungary, Slovakia, and Romania. This trend underscores the resilience of the Dutch horticultural sector and its ability to adapt to evolving market conditions.
Strengthening Dutch-Italian trade relations
Italy remains a solid trade partner for the Netherlands in the floriculture sector. Italian floriculture reached a record production value of €3.3 billion in 2024, with exports contributing €1.3 billion. The export towards the Netherlands is worth €225 million, making it (together with France) Italy's first export destination. Italy is in turn the Netherlands' fifth export destination, with a value of €361 million: these figures show the deep interconnectedness of the two markets.
At MyPlant & Garden 2025, Dutch and Italian companies engaged in discussions on key industry topics, including climate adaptation, digitalization, and biodiversity. The Netherlands' expertise in sustainable horticulture—through innovations such as vertical farming, aquaponics, and AI-driven sensors—aligns with Italy's growing focus on environmental responsibility in urban and landscape planning.
International expansion and future opportunities
MyPlant & Garden's international expansion is set to continue with the launch of MyPlant Middle East in Dubai (November 15-17, 2025). This new event offers a strategic gateway for Dutch companies looking to enter or expand their presence in the Middle Eastern market. Given the region's increasing investments in green infrastructure, urban landscaping, and sustainable agriculture, Dutch expertise in water-efficient horticulture and controlled-environment agriculture could play a crucial role.
Looking ahead, the 10th edition of MyPlant Milan (February 18-20, 2026) promises to build on the momentum of this year's success. For Dutch businesses, this presents another opportunity to strengthen trade relations, showcase new innovations, and further cement their position as global leaders in horticulture.
MyPlant & Garden 2025 reaffirmed its role as a vital meeting point for the international green sector, with the Netherlands playing a prominent role in shaping the future of horticulture. Despite economic challenges, Dutch businesses continue to thrive, leveraging innovation and sustainability to drive growth. As the industry looks ahead to new markets and evolving trends, Dutch-Italian collaboration remains a key driver of success in the global floriculture landscape.
Source: Agroberichten Buitenland