50th Anniversary of Flora Toscana, 50 years of floriculture!
FLORA TOSCANA’S GREENHOUSE
In 2017 the new point of sale “La Serra di Flora Toscana” (Flora Toscana’s Greenhouse) was inaugurated in Bologna at Fico Eatitaly World. A unique chance for the cooperative to participate in a project dedicated to the agriculture, gastronomy and, most importantly, to the most prestigious Italian firms.
ACQUISITION OF A NEW WAREHOUSE
Thanks to the progress of the floricultural sector, there comes a necessity to have larger areas for growth and development of new markets. Therefore, in 2016 a warehouse adjacent to the establishment in Via Caravaggio. An expansion with new refrigerators and new offices, which further extends with the beginning of restructuring of the old establishment.
LATINA POINT OF SALE
In 2010 a new point of sale was inaugurated in Latina. This structure can furnish professional firms operating in the floricultural and horticultural field with everything necessary for the production including seeds, cuttings , soils, fertilisers, nutrition, defense and irrigation systems. All supported with a competent service of professional and technical assistance.
OPENING FLORENCE CASH & CARRY
In this year a new point of sale was inaugurated: the Cash & Carry in Florence, who became a point of reference in order to furnish florists with a wide range of flowers, cut foliage and potted plants directly from local and foreign producers with direct importations and online purchases of the major flower auctions.
FLORA TOSCANA CONSORTIUM
Following an ample discussion and an accurate preparatory task, the new Consortium was established and named “Flora Toscana”. The logo utilises the fonts of Toscoflora and Geo-Flor Toscana, marked by its three colours: yellow, green and blue. The Flora Toscana Consortium began its activities on 1st January 2004.
VIA CARAVAGGIO INAUGURATION
The impetuous growth of Toscoflora’s business in the early 1990s, required the search of new areas in order to face in a more efficient manner and organise new markets. Therefore, in September 1996, after a profound internal restructuring, the new Via Caravaggio headquarter was inaugurated. This large building: 7000 square meters covered with wide areas assigned to the reception of the products, over 2000 square meters of refrigerators, an area used for export packaging and GDO. The work and commercialisation of flowers were transferred to this structure.
GEOFLOR – TOSCANA
In the 1990s a new discussion with “Floricola Toscana”, another active cooperative on the floricultural market of Pescia, which ends with its incorporation in Geo-Flor in 1994. This operation determines the change of denomination (from Geo-Flor to Geo-Flor Toscana) and the enlargement of the array of products, with the insertion of flowers typical of the town of Pescia (such as spray carbnations and carnations).
In the same decade, after the decline of the gladiolas, Geo Flor Toscana commenced a decisive reconversion regarding its growing tending for field scale crops (rosehips, Ilex verticillata, etc.).
In 1986 works began for the construction of the new complex in Via di Montecarlo equipped with a large reception area devolved to the acceptance of the members’ production, refrigerators for over 500 mq, a selling area for technical means, an area for small plants and bulbs, offices. In 1987 the IMPIANTO was functional and in March 1988 it was officially inaugurated.
TOSCOFLORA - The Beginning of the Commercialisation of Flowers
Flora Toscana began commercialising flowers in February 1981 at the Old Flower Market of Pescia, with the renting of 25 banks, 5 rows, the timetables regarding the supplies of the product, the definition of the 1st operative organic core composed by the members, who alternated in the process of carrying out the selling and delivery operations, and one independent seller, the very first, Antonio Natali.
Subsequently, the collective sales of the Gladioli began, the first rules regarding and related deductions to the growers members.
GEO – FLOR
Geo-Flor was established in 1977 by a group of cultivators located in the municipality of Capannori based at the Market of Marlia (Lucca). The first activities undertaken were the purchase of bulbs and fertiliser. Soon after the organisation of the new headquarter and plant: a new ground was chosen and the project.
Flora Toscana was founded on 16th September 1971, when a group of floriculturist promoted the constitution of the cooperative with the aim of building a seedlings reproduction plant of rooted cuttings of carnations and various other plants. In 1979, with the renting of the warehouse in Via Amendola in Pescia, the selling of technical means begins.
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