A producer can have the most innovative greenhouses, use the most modern cultivation techniques, have all the latest automation, obtain the best possible product, but if he does not have a MARKET on which to sell and suitable LOGISTICS to transport his product everywhere, it is all useless.
This is certainly one of the reasons why for years the ‘DUTCH MODEL’ was the reference point for the two topics covered by this section. The auctions and the internal and external transport systems have determined the domination of the Netherlands in our sector for many years. In contrast, the PROBLEMS OF ITALIAN MARKETS (among other things dedicated almost exclusively to cut flowers) and the transport system, certainly affected by objective difficulties of geography and orography of the country, have aggravated the situation for the sector.
But if Italy and other countries more suited to production, were ready to seize the OPPORTUNITIES that will arise from new technologies, especially from the ‘revolution’ in information technology, to get online, understand which products are really wanted by the market, offering them in ‘critical’ quantities ‘ without putting pressure on prices, building a wider and more efficient transport network, things could also change.
The Dutch auctions have alsone put themselves under pressure, choosing to focus more on the marketing of products from third countries, thus leading to a downsizing and a certain crisis for Dutch growers.
In this section we start from an analysis of the CURRENT SITUATION of the markets and logistics in Italy and in other countries, then examine what INNOVATIONS AND STRATEGIES could determine a strategic improvement in the situation.
It remains, at least in Italy, a problem of knowing who could drive and direct these changes, given that the Associations (the few that continue to exist) are increasingly in crisis and the economic-political situation is what it is. Furthermore, over the years, the Supply Chain Committee for ornamental horticulture and nursery-stock production in Italy (Tavolo di Filiera per il Florovivaismo) with all the good will and commitment of various actors, has been able to introduce only a few measures such as the reform of the customs codes and the so-called ‘green bonus’, very useful from certain points of view, but which have little or no impact on the ‘daily’ activities of a floricultural producer, which depend to a large extent also on markets and logistics.