Speciale IPM supplemento al n 11_12_2014

Flortecnica e vivaismo TRADE MAGAZINE MENSILE DI AGGIORNAMENTO PROFESSIONALE PER LA FLORICOLTURA E IL VIVAISMO

dal 1977 informa il settore

Supplemento al n째 11-12/2014

Special edition Garofani

GREEN IS THE NEW BLACK D I A M O

F O R M A

E

C O L O R E

A L L ’ I N V E R N O

AMORE PER I VASI, PASSIONE PER IL VERDE ERBA S.R.L. - Via Bologna, 1 - 20060 Bussero (MI) - Italia - Tel. +39 02.95039114 - Fax +39 02.95038908 - www.erbasrl.it 27-30 gennaio 2015 padiglione 1 STAND D27

EDITORIAL

A MATTER OF BEAUTY

by Matteo Ragni

S

ome of us happen to be handsome, with beautiful hair and a charming voice, some others (like me) do not.

Life. Other people are born with great talents and good qualities, like soccer players or singers.

In our work, the qualities that count are important but not fundamental. We can be precise in production like the Germans, innovative as the Dutch or brilliant as the French. Some happen to be born in families with a rich tradition of plants’ production and, as time passes by, they discover themselves good nurserymen. In the horticultural world, there are many opportunities to excel. The most obvious chances are related to breeders who succeed, year after year, generation after generation, in obtaining new varieties, ready to be sold to producers and market. Then there are the Italians: they are good in production and lucky enough to work in a warm country, bathing in light and sunshine.

Thanks to IPM Essen 2015, Flortecnica & vivaismo desires to support who wants to tell its own story. These are stories of people who create dreams working hard with plants. Being Italian, Flortecnica & vivaismo staff is well aware of our problems and defects. But it is also true that only the Italians know how to appreciate beauty. It is our country’s beauty, from the Alps to Bolzano up to Puglia, passing by Bellagio, Florence and Latina, that permeates our products. This is the world I want to tell you about in this special edition of Flortecnica & vivaismo, dedicated to IPM Essen 2015 fair. A simple slideshow of pictures that tell the story of (not only Italian) companies in our world.

This is our magazine, and there’s room enough for you too.

Tell me your story: write to me at m.ragni@laboratorioverde.net

Flortecnica e vivaismo

Supplement to the n° 11-12/2014

DIRECTED BY Francesco Tozzi f.tozzi@laboratorioverde.net EDITED BY Matteo Ragni m.ragni@laboratorioverde.net STAFF Alessandro Coraggio, Marta Meggiolaro, Filippo Tommaseo ART DIRECTOR Karol Lazarz (Creative Way) SALES Matteo Ragni m.ragni@laboratorioverde.net Stefano Carlin s.carlin@laboratorioverde.net ASSISTANT Katiuscia Morello - info@laboratorioverde.net PRINT All Graph System srl, Via Verbano 138, 28100 Novara (NO) CONTACT US TO Edizioni Laboratorio Verde srls, via Pasubio 16, 20120 Brebbia (VA) Tel. 0332 989211 - fax 0332 989122 - www.laboratorioverde.net

Flortecnica e vivaismo, periodico mensile registrato precco il Tribunale di Piacenza n. 275 del 8/03/1977 – n. R.O.C. 15/171. Spedizione Posta Target Magazine autorizzazione LOMBARDIA/00202/02.2014/CONV.

DIRETTORE RESPONSABILE Francesco Tozzi

Associata ad Edizioni Laboratorio Verde srls, titolare del trattamento dei dati relativi ai destinatari della presente pubblicazione, informa che le finalità di tale trattamento sono rivolte a consentire l’invio della presente rivista, e/o altre di propria edizione, allo scopo di agevolare l’aggiornamento dell’informazione tecnica, nonché alle operazioni necessarie alla gestione amministrativa e contabile dell’abbonamento. Edizioni Laboratorio Verde srls riconosce e garantisce ai medesimi destinatari i diritti di cui all’art. 7 del D.Lgs. 196/03.

prezzo di copertina: 3,00 Euro • abbonamento da 8+1 numeri: 25,00 Euro

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HIGHLIGHTS | EVENTS

NURSERY GARDENING

T

he photographic catalogue was created in Italian, English and German for a larger distribution and it represents a valuable tool to demonstrate the beauty of the Italian floriculture and nurserymen ability. The volume "The Italian Nursery: A Choice of Quality" was presented by the Ministry of Agriculture. 96 pages with a lot of pictures, where the emphasis is on the excellent products of nursery and floriculture crops in ornamental field, examining different species and varieties that make Italy a boast worldwide. www.politicheagricole.gov.it urp@mpaaf.gov.it

Il florovivaismo italiano

IS 5% WORTH Il florovivaismo italiano Una scelta di qualità

In collaborazione con

THE MEDITERRANEAN VALUE The introduction explains that in the Italian agricultural landscape, the horticultural field is of great importance, an importance grown over the years thanks to the special dynamism that characterizes the sector, the ability to evolve according to different international economies' development, a continuous adaptation to technology, the choice of invest in new production technologies and a special attention to demand's aesthetic quality.

In the introduction, you can also read: In every European country and in the main nonEuropean countries, Italian floriculture has been able to establish itself thanks to high quality and uniqueness production of plants and flowers: majestic parks and beautiful gardens speak of Italian nursery in every place of the world.

M o r e o v e r, a r o m a t i c a n d

Mediterranean plants are increasingly used in the context of urban scenarios, bringing the Italian Mediterranean flavour in flower beds and porches all over the world.

The realization of the photographic catalogue has basically chosen to give to images the task to "tell" the great beauty, the extraordinary diversity and peculiarity of flowers, plants and blends of Italian gardens.

PROTECTION OF BIODIVERSITY One of the reached results is also due to the work of Tavolo di Filiera del Florovivaismo, established by the Ministry of Agriculture, born to plan and target certain areas of intervention and support activities to the sector. In fact, it is thanks to the technical committee that the photographic catalogue was realized, in order to describe the quality of the countless Italian botanical species (both cultivated and wild), through a series of images that characterize the peculiarities of Italian different industries. The introduction highlights the producers' efforts

to reduce energy costs and water consumption, in order to protect the environment. Their work has allowed the growth of a nursery focused on the protection of biodiversity and the rich heritage of historic green.

14,000 COMPANIES IN TOTAL Moreover, some pages edited

by Ismea photograph through numbers the sector's health. The production value of Italian nurseries is worth 5% (down due to the economic crisis) of the total agricultural production: 50% comes from flowers and potted plants fields, while the remaining 50% comes from plants, trees and shrubs intended for the nursery industry. According to the latest Istat census, there are 14,000 production companies dedicated to flowers and potted plants and nearly 7,500 active in the production of plants for the nursery (excluding young plants): the average number is significantly higher in the case of the nurseries (2,1 against 0,9 hectares of flowers and potted plants' nurseries).

NUMBERS • 5% floricultural share of the agriculture sector’s total • 14,000,000 production companies of flowers and pot plants • 7,500 active companies in nursery production • 2,1 has the average size of nursery companies • 0,9 has the average surface of floricultural companies • 2,000,000 production companies of young plants

EUROPEAN CONTEXT • Italy is a leader as regards the area devoted to nurseries and cultivation of plants and flowers: the incidence of hectares planted with nursery is 15% as regards flowers and potted plants’ production and 14 % as regards nursery industry Special IPM ESSEN |

5

TRENDS | FAIRS

T

he next IPM ESSEN promises to live up to the expectations of those who consider it as the meeting point of professionalism and quality of the international floriculture.

The 2015 edition will be the platform for a lot of conferences, awards and competitions. Among the highlights, the "International Forum of Gardening" with Spain, the "What's New Showcase" to elect the best new cultivations, and the "Show Your Colours Award", which will reward the most innovative perennial and woody plants. A superior floral design will welcome the visitors to the Green City in Hall 1A. This is the place where the spotlight will be turned on, focusing on the stars of the national and international floristic scene, ready to show new future trends.

Flortecnica & vivaismo has gathered the projects of the fair's future in an interview with Oliver P. Kuhrt, Managing Director of Messe Essen GmbH. Q. What are the prospects of IPM ESSEN for the future?

A. «Starting from May 2016, the fairgrounds of Messe Essen will become a place of modern and competitive exchange. Its modernization not only is a real eyecatcher for its architectural style, but it also responds to the current needs of our exhibitors and visitors of the fair. Welcoming entrance areas, a generous structure of pavilions arranged on one floor and a stateof-the-art technology: such a mix enables both Messe Essen and IPM ESSEN to better prepare for the future. We also support a wide market study, promoted in Germany by the associations of plants' sector.

This study aims to shed light on how consumers perceive the products of gardening industry and on how to make them more relevant to the consumers' eyes. The results will allow us to guide IPM ESSEN in the industry in a more specific and focused way.»

IPM ESSEN IN SHORT • 27.01 – 30.01 2015 • Over 1,500 exhibitors from 50 countries • Events linked to Moscow, Dubai, Beijing, Bangalore • Events: “International Forum of Gardening”, “What’s New Showcase”, “Show Your Colours Award” • Italy will be present at Pavilion 6, the heart of the exhibition, accessible from all the sides

Oliver P. Kuhrt

Q.How do you intend to increase the number of international visitors in the Italian pavilion?

A. «More than a third of our visitors come from non-German countries, that's why IPM ESSEN boasts an already high percentage of international guests. The Italian pavilion is in hall 6. In a few words, it represents the heart of the exhibition and it is accessible from all sides. This way, we can guarantee a high turnout.

Moreover, at the centre of the pavilion, we are organizing a "Piazzetta Italy", where visitors and exhibitors (showing a special voucher) can enjoy an original Italian espresso for free and talk to each other. Each visitor will receive a voucher after buying the admission ticket to the fair.»

Q. Which strategy are you using to increase the number of Italian visitors at IPM ESSEN?

A. «We have developed a versatile marketing concept, aiming at the Italian visitors. On one hand, our booth participates in various gardening events in Italy, drawing attention to IPM ESSEN. On the other hand, we cooperate with the most important Italian media specialized in investing in advertising.

We r e g u l a r l y e x c h a n g e information and experiences - within the IPM technical committee - with the exhibitors of the Italian Pavilion, acquiring the latest news about plants. We also provide our exhibitors with vouchers to be given to visitors, allowing them to invite to IPM ESSEN their main trading partners.

Last but not least, let's not forget our Italian branch in Milan: this point of reference, directly based in Italy, allows us to be very close to our customers and to the Italian market.»

IPM ESSEN ITALY IS THE FOCUS This year, many Italian companies will participate again in the famous German exhibition, confirming its fundamental role in the industry. Objective: to exchange information, for the growth of everybody interview with Oliver P. Kuhrt by Matteo Ragni Special IPM ESSEN |

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HIGHLIGHTS | EVENTS

TREES IN

Trees for EXPO MILANO 2015 selected, all catalogued and labelled, in order to have a proper traceability. Native and policormic plants preferred, ready to be exposed. interview with Benedetto Selleri by Matteo Ragni

8 | Special IPM ESSEN

T

he first time we met at "Dressing the landscape" event in Pistoia, I was totally conquered by Benedetto Selleri, especially thanks to the calm manner of speaking he used to explain his work: Selleri is the coordinator of the final and executive landscape design for EXPO 2015.

My interest was not related only to EXPO, but especially to his professionalism and how he is changing the green areas in the city.

Selleri was born in Milan and he graduated in Forestry Sciences in Florence. Together with his father, brother and other members, he founded PAN associated (www. panassociati.it), a company dealing with engineering and architecture.

The company was born from an intuition of conceiving work in a multidisciplinary way: this is why it is

aesthetic element: it is Nature itself that advances, a living creature with an inner strength capable of transformation.

Selleri's dedication to the environment takes a new dimension when he becomes the Italian coordinator of a European project dedicated to monitor urban and periurban forests. The project goal is to protect urban and periurban forests and lead them towards their future development.

ADVANTAGES • Reduction of “heat islands” phenomenon • Reduction of pollutants • Increase of biodiversity

composed of architects, engineers, agronomists and forestry.

HEALING THE WOUNDS The company deals with environmental design with a focus on "Urban Forest", designed in a widespread and systemic logic. It is appropriate to talk about "Green Infrastructure", about landscape and naturalistic introduction of great works, about preservation and promotion of nature.

Selleri was 15 years old when Nature "struck" him, while descending a mountain path with his friends.

That afternoon spent in the Alps, he realized that his desire was "healing" nature and territories, often injured by human activity.

Since that day, he decided to approach nature in an "organic" way. A tree planted in Viale Monza (Milan) is much more than a simple

"In order to protect, you need to know". That's why in 2011 a monitoring activity started in different regions and Slovenia (a partner of project). "Thanks to this initiative, we verified how these forests are able to provide "ecosystem services", including the reduction of "heat island" phenomenon, the reduction of pollutants, the increase in biodiversity and the overall increase of life quality", Selleri explained.

WHAT IS IT? The Air-Pot is a recyclable and reusable plastic pot. It increases the quality of plants' root systems, deleting roots'

Benedetto Selleri

spiral growth, reducing growing time in nursery, and ensuring better reaction of the plants to transplant stress, in order to allow an immediate rooting and a better growth rate.

IMPRESSIVE SIZE We live in the city and it is the city the place where Selleri put his focus on, working for Expo. He is very satisfied with the work that has been carried out so far, especially because he met people and companies eager to get involved in the creation of a unique project.

"It was hard to find what we were looking for, either because they were native species, either because they had to have largely natural aspect and be policormic" (with the stems starting from the same strain).

The process of choosing plants was completed in summer; at the moment, the cultivation period is ongoing.

This is the unique nature of EXPO adventure. "Through EXPO and production contracts, we gave to the contractors and growers an opportunity to cultivate and Special IPM ESSEN |

9

HIGHLIGHTS | EVENTS

prepare the plants according to the required standards. This way, we also had a chance to early select the green supplies", Selleri comments. "It is a new dynamic in Italy, but I am sure there will be more and more demands for native and free-shape plants". Plants were selected thanks to the support of contracting companies, including Peverelli (in charge of carrying out the installation). Moreover, plants have been catalogued and labelled, in order to have traceability both during cultivation and implant phases, as well as subsequent re-use after the event is finished. "Cultivation phase is very important. We have prepared big areas to make the air-pot cultivation and we are forming the plants so that they will be ready when EXPO 2015 begins". Many planted trees are really impressive, some are about 30 or 40 years old and up to 12 meters in height.

TRIVIA Disney Italia created the mascot for EXPO 2015, whose main theme is feeding the planet: not a single character, but a whole family of 11 foods! They are: garlic, watermelon, orange and banana, ďŹ g, blue corn, mango, apple, pomegranate, pear and radishes. With their cheerful and nice faces, they will come to life to tell and interpret the theme "Feeding the Planet, Energy for Life".

10 | Special IPM ESSEN

"NATURAL" APPEARANCE After our long chat, I asked Selleri what he thinks about the Italian floriculture, focusing on the large nurseries where EXPO plants were chosen. As a professional, accustomed to deal with politicians and bureaucrats , his answer was diplomatic: "Nurserymen I met and

I got to know during my work have always shown great professionalism and rely on a high quality production.

Main productions obviously follow the market's needs. In the case of EXPO, these needs were very specific: native plants, big sized and with a natural appearance. I think the use of native and natural species is a challenge for everyone.

We should give more value to the intrinsic potential of specific trees and shrubs, potential in terms of resources and beauty", Selleri explains.

"These choices have an influence on the environmental sustainability, given the greater adaptability and development and lower maintenance required for this type of trees. It's not my field, but if I was a nurseryman today, I would lead my production to this direction", Selleri concludes.

HEAT ISLAND EFFECT A phenomenon that determines a warmer microclimate inside urban areas in comparison with the surrounding suburban and rural areas. This is due to the widespread overbuilding and asphalted surfaces that largely prevail on green areas, besides cars, industries and heating systems' emissions.

THE COMPANY | APULIA PLANTS

APULIA PLANTS EXCELLENCE FLOURISHES Mediterranean and flowered potted plants have a new identity

Dipladenia, pot diameter 18cm height 80cm.

I

t’s the new reality of Apulian floriculture. Apulia Plants is a young and dynamic company, with its roots embedded in a rich history.

The company was founded in Terlizzi, Puglia (south of Italy), a very resourceful land: thanks to Mediterranean climate, coastal areas and plains, breezy hot summers and mild winters, crops achieve surprising levels of quality and production. No surprises that the area is a point of reference in the floriculture industry.

Apulia Plants is born from the thirtyyears experience of Pasquale Paparella, a businessman always looking for innovative products,

12 | Special IPM ESSEN

Ficus carica diameter stam pot 14cm.

Product of summer fruits plants of Apulia Plants, sold with small fruits and colored vase.

Calamondino, pot diameter 14cm, pot height 45cm.

The best of Apulia Plants abroad.

better production processes and committed to promote “made in Puglia” products.

Together with his sons (Pietro and Davide), Pasquale chose to commercialize Mediterranean and flowered potted plants.

Calamondino, Boronia, Dipladenia, Bougainvillea, Pomegranate, Pimelea, Lavander, Myrtle, Polygala and many others: an original assortment, able to renew this market and decontextualize Mediterranean plants from the usual garden setting, to adorn houses or balconies, creating intimate spaces. Such results were achieved thanks to a synergies’ network with local co-workers.

Apulia Plants’s network consists of 15 Apulian producers, all linked together by mutual respect, trust and honesty. Each producer is specialized in a few types of plant, all

ensuring uniqueness and originality, in addition to a complete and continuous assortment.

Acting on an area of 25 acres, Apulia Plants grows every year 150 species, continuously testing new types, in order to provide customers with exclusive products in 12-18cms diameter pots.

Plants are characterized by the highest quality. They are exported both in Italian and foreign markets, such as: Germany, the Netherlands, France, Hungary, Switzerland, Austria, Denmark, Greece, Slovenia and Poland.

methods. That’s why the company chose to join the More Profitable Sustainability (MPS) program, the certification program that evaluates and documents the international floriculture business performance.

MPS certification demonstrates Apulia Plants’s ethical orientation towards ecologically sustainable cultivation of its products.

Apulia Plants invests in research and innovation on a daily basis.

Attachment to Italian territory, collaborative efforts, efficiency,

The passion, professionalism and irreplaceable experience of tradition continuously support the work of this company, which is always engaged in anticipating market requests through ongoing experimentation and research for new products.

respect for tradition and continuous researches, environment care, curiosity and enthusiasm: these are the keys of Apulia Plants products’ excellence.

In addition, the company trademark ensures to its customers a modern, effective purchasing experience, thanks to speedy deliveries (only 48 hours!) and personalized services.

Dipladenia bush, one of the reference article in Apulia Plants catalogue, more than 150,000 pieces produced.

Mirto bush, typically Mediterranean product by Apulia Plants.

Apulia Plants’s high quality of Mediterranean plants and flowers is the result of a specific goal and ecologically-compatible production

And this is how the company has become a real benchmark in the Mediterranean and flowered potted plants market, leading it to a new, extraordinary identity.

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THE COMPANY | BIANCHERI CREATIONS

NEWS IN THE SELECTIONS From North to South, Italian nurseries' work goes on in order to improve the selections. Here follow two exemplary companies: one based in Sanremo and one in Bari.

by Matteo Ragni

B

iancheri Creations® opened its displaygreenhouse, more and more similar to a "floral atelier", a place where the best Sanremo creations are shown. You can find past seasons "collections", further developed and improved to better respond to international markets' needs, in a context of continuous progress and deepening of hybrids. The display-atelier is open upon prior reservation, from late November to mid-March. In

January Biancheri Creations® invites manufacturers to participate in Open Days (January Saturday 17th and Sunday 18th 2015, from 9:00AM to 5:00PM). The best products as Pon-Pon ® varieties, besides resulting interesting to Liguria and Italy production, are also the most successful products abroad.

This year, what has captured the visitors' attention is 937 PPA variety (which will soon be given a name), which will accompany various Pon-Pon®, like the salmoncoloured Minerva. Pon-Pon ® varieties are attracting because they allow the brewers to produce flowers with the right weight and size. In fact, PonPon ® flowers thank Liguria sun by offering their best production.

These results have been reached also thanks to Biancheri technical experts' efforts, who dedicate to bulbs their great experience and passion.

THE NEW MYRTLE OF "IL FUNGO" NURSERY: VARIETIES TO TASTE In his nursery, Michele Fazio has selected some Myrtus varieties, the richest in phytotherapic properties. He also proposes new selections in production. In particular: the Myrtus communis microphylla with regular, olive-shaped, white or black berries; the Myrtus communis splendida, with glossy and purple leaves; and the Myrtus luma, with edible and sweet berries. The most important novelty is "Mingo", a variety of Myrtus communis nano, natural and flourishing. It is cultivated like a small evergreen hedge of the Mediterranean scrubland or it can be used in topiary. The myrtus communis with white berries is also available with pear-shaped berries.

14 | Special IPM ESSEN

Lavender Twist™ 'covey'

Export Ornamental Plants ltd.

Vanilla Twist

Ruby Falls

Hochberg Export Ornamental Plants ltd. | Moshav Bitzaron 60946 , Israel.

Tel +972.8.8574214 | Fax +972.8.8574322 | Mobile +972.50.4609014 omer@hochberg-export.com | www.hochberg-export.com

Vanilla Twist

HALL 2.0 STAND 2B15

THE COMPANY | ORLANDELLI

ORLANDELLI BOOTH AT IPM ESSEN EVENT WITH ERNEST WERTHEIM The long experience gained over more than 30 years of fair participation led us to think of an alternative exhibition space, creating a special meeting moment in order to involve more visitors

O

rganizzazione Orlandelli, after its big success of last July in Mantua with Ernest Wertheim (architect world leader in Garden Center design), has decided to replicate the event at IPM Essen fair at Pavilion 6 Booth B12. The event at Orlandelli booth will be held on January Tuesday 27th, Wednesday 28th and Thursday 29th: they will have the honour and pleasure to personally know Ernest Wertheim, to dialogue with him, exchanging opinions and stealing ideas from one atypical personality who, thanks to his experience, could be defined as the guru of Garden Center.

Ernest Wertheim is much more

than an architect. Although he is 95 years old, he is still a visionary capable of solving the various problems affecting the Garden Center design. We want to introduce our concept of design all over the world, a concept focused not only on products, but on passion, experience, emotion and ideas too. Every day, our "Inspiration Center", based in Mantua, allows us to show our customers the new concepts of exposure. The next meeting will be an opportunity for IPM to present what's new in our "Office of Research and Innovation", which constantly works to offer our customers new solutions.

At Pavilion 6 Booth B12, you can't miss the appointment

with all friends who love the Italian pizza: we'll be sharing a nice moment. The exhibition calendar of Organizzazione Orlandelli is rich of events: January and February 2015 will be full of important appointments with the first exhibition TPIE in Florida (right after IPM Essen) and then the new, big exhibition "Myplant & Garden" in the Trade Fair Centre of Milan, city of Expo 2015. "Fresh & Natural IDEAS", Organizzazione Orlandelli's 2014 booth.

See you at the fair!

Organizzazione Orlandelli Srl Phone: +39 0376 960311 - info@orlandelli.it - www.orlandelli.it

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THE COMPANY | NIRP

COMPANY Established 50 years ago, NIRP International “Les Roses du Succès” is a worldwide leading Company in the field of research, breeding, selection and marketing of new cut rose and garden rose varieties.

NIRP HeadQuarters is located at Cuers, in the South of France. NIRP is also based in Italy, at Bevera di Ventimiglia, on the Italian Riviera very near to the French border. In this site takes place the whole research and breeding program for cut roses and garden roses.

RESEARCH, BREEDING AND SELECTION NIRP International has been devoting for many years important human, financial and technological resources to the research, breeding and selection of new cut rose and garden rose varieties. The breeding program is at the moment one of the largest of any ornamentals’ breeder in the world. Every year, on the different breeding lines (cut roses, garden roses and landscape roses), a total of approximately 30.000 crossings are performed and 300.000 seeds are produced and grown for selection.

STAND N. 10 C18

Broceliande® is one of the most popular very fragrant rose from Nirp.

NIRP INTERNATIONAL S.A. (International Office) 27 Porte de France 06500 Menton - FRANCE Tel. + 33 (0) 4 93 28 75 90 - Fax + 33 (0) 4 93 28 75 99 info@nirpinternational.com - www.nirpinternational.com

The codes are grown in a very organized way in testing and precommercial areas, subject to a strict supervision. Starting from the second year of selection, the best codes are sent to our partners in different climatic areas for further evaluations.

During the five years (minimum period for an evaluation) following the breeding year, Nirp International’s hybridizers, commercial managers, the technicians, the local and international agents, the major customers come to the definitive decision for the commercial launching.

NIRP INTERNATIONAL GARDEN ROSE VARIETIES NIRP International has a wide range of garden rose varieties in each typology: Tea Hybrids, Cluster, Shrub, Ground Cover, Climbing and Miniature, in a very large assortment of different colors. The catalogue of NIRP garden roses includes varieties bred by NIRP and varieties edited by NIRP (NIRP has a worldwide exclusive commercial licence for the creations of the french Mr. Michel Adam and Mr. Bernard Sauvageot).

These varieties won more than 100 Prizes for their beauty and Fragrance at the most important International Rose Trials Competitions around the World (Bagatelle, Orleans, Lyon, Nantes, Saverne, Aja, Baden-Baden, Geneva, Le Roeulx, Hradec Kralove, Glasgow, Madrid, Barcelona, Rome, Monza, and others). The most popular range is "NIRPARFUM" that includes Tea Hybrid varieties with a very strong, pleasant fragrance (such as lemon, orange, peach, strawberry, red fruits, on bases

of vanilla, honey, anis, violet, cinnamon).

The choice of colours is very wide, from the most delicate to the brightest. All these varieties have a very good resistance to diseases thanks to their dark green glossy foliage, and they are all recurrent flowering. Several of the most popular are: GRANDE CLASSE®, BERNADETTE LAFONT®, BROCELIANDE®, ELVIS®, PARFUM DE GRASSE®, VEDETTE®, BLUE GIRL®.

NIRP INTERNATIONAL CUT ROSE VARIETIES After testing its varieties in the most important Countries for the production of cut roses, NIRP has being introducing several of the most popular roses in the world.

Starting from FIRST RED®, VERSILIA®, NEW FASHION® that made the history of the roses, Nirp introduced the first green rose, SUPERGREEN®, the bi-colors FARFALLA®, FLORIDA® AUBADE® and ENCANTO®. Recent success are: ALBA®, STARDUST®, MIAMI®, RED ALERT®, BLUEBERRY®.

The next star is 3D®, the most awarded new variety of 2014, a superbe bright yellow-orange rose with a very big bud. Nirp varieties are grown by the best flower companies in Europe, East Africa (especially Kenya), Ecuador, Colombia, Brazil and many other countries and highly appreciated by all the consumer markets, in particular USA, U.E. and Russia.

NIRP continues in investing and working hard to create and introduce on the market better and better, new, improved rose varieties.

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INTERVIEW

"WE SHOULD RAISE OUR HEAD" A long interview with the new ANVE's president. Topics: from enlargement of the social base to certifications' value. A "bath of humility" is necessary, though. interview with Marco Cappellini by Marta Meggiolaro

M

arco Cappellini, CEO of Giorgio Tesi, was recently elected new president of ANVE, the National Association of Nursery Exhibitors, besides many other new councillors.

ANVE's goal is to promote sector policies that are more responsive to the nurseries' needs.

Thanks to relationships with the Italian and European institutions (September 25th last year, the association leaders were received in Brussels for a meeting with the European Commission and Parliament), they aim to grow the identity of this area, often treated as an agribusiness percentage.

"The problems with nurseries' business (customs issues, legislative, environmental and plant diseases, products that fit better the needs

18 | Special IPM ESSEN

Marco Cappellini.

of production cycle) have nothing to do with those of the agro-food business.

"But something is changing", Marco Cappellini explains. "The Nation-Regions Conference has just approved a new national plan for 2014-2016: it identifies the critical asset and makes interesting proposals. The Parliament is sensitive to the needs we represented in a recent meeting".

Q. What are your goals in the near future?

A. «One of the main goals is to broaden the social base: that's why, besides ordinary members, we are including also supporters, i.e. all local and regional organizations in the field. This way we can count on a wide presence of our members throughout Italy and we guarantee their representativeness and access to sector policies at national and European level.»

Q. After your election as a president, what are your considerations about the association?

A. «Thanks to the excellent work done by my predecessor, I could benefit from a good institutional relations' management, in particular with public administrations. We immediately proposed and talked

about new projects focused on internationalization, phytosanitary issues, training and communication. We have noted with great satisfaction a strong sensitivity, competence and pragmatism about these problems' development.

Even internationally, there are already established relationships, thanks to our presidency until last July and in ENA (European Association Nurserystock), of which we are currently board members. Together with two of our delegates, we also participate to the Working Group and the Legislation Working Group Promotion, with whom we can discuss the sector policies, later presented to the European institutions.»

Q. What are the benefits for ANVE's members?

A. «It is important to access our services, that are provided by high quality Italian companies and created to fit the nurseries: export credit insurance, guarantees on finance, legal assistance, cover for damages caused by natural disasters, technical solutions for renewable energy and eco-efficiency of enterprises, assistance for logistic and domestic/international shipments. You can find anything on our website

«We need an approval of national and European

products, in order to guarantee plants’ origin and quality»

and you can view all the signed agreements and the services' card, including the conditions exclusive to members. A few days ago we added other benefits that will simplify access to the credit for the associated nurseries. The agreement allows to the hundreds of Italian small and large companies an exclusive offer and coming from the leading Italian banks.»

Q. Nowadays, we are facing hard times. Do you think there are some opportunities in the near future for the Italian nurseries?

A. «The sector is experiencing the economic crisis effects that hit first the Mediterranean countries and then has spread to northern Europe. Plants are not a kind of daily necessity, so the crisis has affected the decrease in demand. Economic difficulties added to those related to the ongoing wars in some countries of North Africa, Middle East and Russian zone, limiting the business. Moreover, we have to consider the European overproduction and competition from new emerging countries. Nevertheless, the international scenario sees increase exports to countries such as Turkey, Eastern Europe and Middle East. In these areas, the demand is growing, but there are other obstacles such as climate, distance and, above all, customs and phytosanitary rigid regulations.

In this context, we should act fast in order to solve, in collaboration

with the institutions, problems that obstacle the business growth.

The quality and the know-how of our productions have to be recognized, protected and promoted by the European Union, especially compared to the stiff competition in some countries and to protectionist legislation"» Q. Do you think it is a more generic problem of green culture?

A. «Definitely. We have to support the green culture. Until the plant is considered as an object of secondary need or a mere ornament, it is impossible to highlight its true value. On the contrary, the researches emphasize plants' utility in the environment, even the urban one, not only for the beauty or the produced oxygen, but also for the cooling of the city. Therefore, there are strong campaigns to grow the green consciousness among people and institutions. We need an approval of national and European products, in order to guarantee plants' origin and quality. We need more specific policies and, as regards Italy, we need to increase the varietal research (now it is almost delegated to foreign countries, above all Netherlands and France).

Finally, we should stress the importance of a determining factor for the quality of our production and environmental protection: the certifications. Many nurseries have heavily invested on the reorganization of production processes based on

eco-efficiency and have promoted a more sensitive culture in respect of the environment. Certificates must not be a mark to show off but, in the global competition, they should become an added value for investing European companies. And the institutions must do far more to recognize these efforts, giving more value to these companies and defend the eco-sustainability culture that has been promoted."

Q. Have you detected a certain pride in Italian people, the lack of strength of a common stance, more and more evident in the trade fair scene?

A: «The sector in Italy undoubtedly suffered from the traditional parochialism, but maybe it has never faced the effects of such a crisis.

In times of difficulties, we should join forces and optimize resources.

Today ANVE is formed by hundreds of large and small companies, from all Italian regions, who realized that alone we will get nowhere and that "localism" has to be overcome.

This is an area that is still hampered by anachronistic divisions, but we are experiencing a growing awareness about globalization imposing cultural changes. Who understands this can hold up, who doesn't and considers only the provincial level stays back in front of a fast-moving world.

Nurseries need to raise head at national and international level. The income position no longer exists. Globalization and crisis are sweeping away everything.

The sector must take a "bath of humility". We need to go back to the humility of our fathers, who built these companies, getting their hands dirty and working 16 hours a day. Only with humility, you can appreciate the efforts of the others, who are not anymore competitors but allies: together, we can face what is going on in the world. United, we can do it: divided, we will be more and more vulnerable. ANVE is determined to move in this direction.»

OFFERED SERVICES • Export Credit Insurance • Guarantees on finance • Legal assistance • Cover for damages caused by natural disasters • Technical solutions for renewable energy and eco-efficiency • Logistical assistance Special IPM ESSEN |

19

Booth on the IPM 2015: 1C37

Lofos® Compact White (Sunloshiro) The Lofos® Compact varieties are a new style of Lofos®. The original Lophospermum varieties have a vigorous trailing and climbing habit, the varieties from the Lofos® Compact range are compact and well branched. Available in two lovely colours, Compact Pink and Compact White, these new Lofos® varieties can colour up every garden or balcony. Lofos® Compact White is easy to grow, it is extremely fast, it flowers after only six weeks.

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PLANTS & FLOWERS

BEST SELLERS The list of the most interesting varieties.

Colors and forms that makes the difference in your shop

by Alessandro Coraggio

Anthyrrinum Antirrinca Rose Snapdragon, nice to play with. To be kept in a jar by the window. cohennur.co.il

Begonia Crackling Fire® Pink Hot pink lips to kiss.

Use it on balconies and keep it wet and fertilized! suntorycollection.com

Campsis SUMMER JAZZ FIRE If you plant it in the garden, you will see red flowers blossom… and you will know that summer has arrived all over the world! hochberg-export.com

Erysimum Artist Monet It easily grows in the sun. You can cultivate it in all gardens, both in the mountains and at the seaside. Flowers come in many shades: they are perfect for compositions of perennials. jaldety.com

Perilla Tricolor The most colourful medicinal plant in nature.

It easily grows in the sun and it needs a lot of water.

You should always keep it close to you, if you want to o be happy.

Setcreasea Purple Heart My favourite plant of the year. Always plant it in a pot, among rocks, on balconies with petunias.

You can plant it everywhere, because it grows everywhere!

Delosperma Jewel of Desert You are walking across the desert. You are thirsty. You go on and on… All of a sudden, what do you see? A colourful paradise: a land full of Jewels of Desert! plantipp.eu

Bergenia Dragonfly™ "Sakura" Compact and with semi-double pink flowers.

So Victorian and nice: they are a must in every shady garden! darwinplants.com Special IPM ESSEN |

21

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Aalon 9 st, Kfar Hanagid, 7687500 Israel

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Hall 2, booth 2B15

info@jaldety.com - www.jaldety.com

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Gruppo PADANA ࢒ 31038 Paese TV, Italy, Via Olimpia 41 ࢒ Tel. +39 0422 451232 ࢒ Fax +39 0422 450237 ࢒ e-mail: info@gruppopadana.com ࢒ www.gruppopadana.com

THE COMPANY | SILVIA DEI FIORI

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24 | Special IPM ESSEN

Petunia Happy Magic Giant Dijon

/7'

January 27-30 2015 HALL 2.0, STAND 2B15

johan.van.spronsen@florensis.com

www.darwinplants.com

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