Flora Toscana

Name

Flora Toscana

Legal name

Flora Toscana Soc. Agr. Coop.

Website

https://floratoscana.it

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Wholesale Floriculture

NAICS

Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Tree Production (111421)

SIC

Agricultural Production-Crops (100), Agricultural Services (700)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

Keywords

• Wholesale floriculture
• Cut flower production
• Potted plants wholesale
• Agricultural inputs supply
• Fairtrade flower imports

Headquarters

HQ city

Pescia

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Production and sale of flowers and plants: Direct production and sale of cut flowers, foliage, bouquets, and potted plants through cooperative member network. Includes exclusive collections (Proteaceae, Camellias, Chamelaucium, Barr-Orch Cymbidium). Supplies large-scale retail, wholesalers, garden centers, florists, and exports internationally.
2. Agricultural inputs and supplies: Sale of fertilizers, agrochemicals, peat/growing media, irrigation systems, equipment, pots, packaging materials, seeds, young plants, and agricultural systems to farms, nurseries, and wine-growing businesses.
3. Fairtrade certified flower imports: Import and distribution of Fairtrade-certified cut flowers from Kenya, supplying Italian large-scale retail chains and Coop stores through Rose Solidal Coop brand.
4. Cash & Carry retail: Physical retail operations at Florence and Viareggio locations, offering cut flowers, foliage, potted plants, and professional accessories with no minimum order requirements.
5. Technical agronomic services: Agronomic consultancy, soil analysis, irrigation design, crop protection planning, and vineyard management support provided alongside product sales to agricultural customers.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

Flora Toscana is a producers' cooperative that produces, processes, and distributes cut flowers, foliage, bouquets, and potted plants through its 230 member producers. It also supplies agricultural inputs (fertilizers, crop protection products, growing media, irrigation systems, pots, packaging, seeds, equipment) and technical agronomic services to farms, nurseries, and wine-growing businesses, and operates Cash & Carry retail stores in Florence and Viareggio for professional buyers.

Product overview

Flora Toscana is an agricultural producers' cooperative offering two interconnected business divisions: (1) Production and wholesale of flowers, foliage, and potted plants, including exclusive collections such as Proteaceae (with exclusive European rights), Nineteenth-Century Camellias, Barr-Orch Cymbidiums, and Chamelaucium; and (2) Agricultural products and services including fertilizers, crop protection products, growing media, covering materials, irrigation systems, agricultural systems design, pots, packaging, seeds/bulbs, posts/fencing, and equipment. The company operates Cash & Carry retail locations in Florence and Viareggio with a Flower Lab workspace, and provides B2B supply services for large-scale retail, garden centers, wholesalers, export markets, and viticulture businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Rose Solidal Coop: Fairtrade-certified rose brand distributed through Italian Coop stores and large-scale retail chains.

Products and services

• Cut Flowers (Fiori recisi) Wholesale cut flowers with wide assortment and consistent quality, including custom processing on request, supplied to florists, wholesalers, large-scale retail, and event professionals.
• Cut Foliage (Fogliame reciso) Cut foliage for professional use in floral arrangements and decorations, supplied alongside cut flowers to wholesale and retail customers.
• Bouquets Pre-made bouquet lines and formats designed for large-scale retail, events, and retail shops, with customizable packaging.
• Potted Plants (Piante in vaso) Wholesale potted plants including indoor and outdoor varieties, with exclusive collections, sold to large-scale retail, garden centers, and professional buyers.
• Proteaceae Collection Exclusive potted Proteaceae collection including Protea, Leucospermum, Leucadendron, Telopea, Banksia, Grevillea, and Serruria, with Flora Toscana holding exclusive rights for the European market on several varieties.
• Nineteenth-Century Camellias Historic Tuscan camellia varieties including fragrant, autumn, yellow, and dark varieties, propagated and cultivated to protect from genetic erosion.
• Barr-Orch (Cymbidium) Collection Trademarked Cymbidium orchid collection developed in collaboration with growers, distinguished for elegant blooms and selected varieties.
• Chamelaucium Collection Australian native Chamelaucium collection known for abundant flowering and long vase life, suitable as cut flower and for floral arrangements.
• Fertilizers Professional fertilizers including soil conditioners, organo-mineral, granular mineral, controlled-release, water-soluble, foliar, biostimulants, and specialty fertilizers for agricultural and horticultural operations.
• Crop Protection Products (Agrofarmaci) Professional crop protection products including herbicides, fungicides, insecticides, plant growth regulators, molluscicides, adjuvants, and integrated pest management solutions.
• Peat, Growing Media and Potting Composts Professional growing media including blonde peat, coir, inert materials, and custom blends for ornamental, vegetable, and specialized crops.
• Irrigation Systems Professional irrigation materials and systems including drip, micro-irrigation, sprinklers, filtration, automation, and custom design services for farms and nurseries.
• Fairtrade-Certified Cut Flowers (Rose Solidal Coop) Fairtrade-certified cut flowers imported from Kenya and distributed under the Rose Solidal Coop brand to Italian large-scale retail chains and Coop stores, supporting fair working conditions and community projects.
• Cash & Carry Floral Retail Climate-controlled retail spaces in Florence and Viareggio offering cut flowers, foliage, potted plants, professional accessories, and a Flower Lab workspace for florists, floral designers, and event professionals with no minimum order requirements.
• Viticulture Technical Services Technical agronomic support for wine-growing businesses including plant health monitoring, pruning support, crop protection programs, fertilization plans, soil analysis, and vineyard establishment design.

Quantifiable outcome

• Reduced environmental impact through short supply chain, LED lighting, photovoltaic systems, and FSC-certified packaging
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BStorecoreChannel Partner/ Reseller/ DistributorCollaboration with BStore for Cash & Carry operation in Viareggio (Via Aurelia Sud, 415). BStore partnership creates point of reference for professionals in Versilia, Lucca and Liguria regions, offering cut flowers and foliage by Flora Toscana in temperature-controlled environment alongside ornamental plants, professional accessories, and trend-aligned seasonal offerings.
• Karen RosescoreStrategic or Co-development PartnerKenyan rose producer supplying Fairtrade-certified cut flowers to Flora Toscana for Italian market distribution. Partnership enables direct import of ethically sourced flowers from Kenya, with workers' committee managing Fairtrade Premium for social and healthcare projects.
• ICEA CertificazionecoreOthersOrganic certification body providing certification services for Flora Toscana's organic product lines including aromatic plants, vegetable crops, edible flowers, vine rootstocks and seeds. Flora Toscana organic identification code IT BIO 006 B 2601.
• GlobalG.A.P.coreOthersInternational certification body for good agricultural practices. Flora Toscana's potted Proteaceae production is GlobalG.A.P.-certified ensuring traceability throughout supply chain with identification code GGN 4052852154192.
• Fairtrade InternationalcoreOthersInternational fair trade certification organization. Flora Toscana is certified importer and distributor of Fairtrade-certified flowers since 2006, with identification code 6031. Products sourced from Kenya support fair working conditions and social projects through Fairtrade Premium system.
• SedexminorOthersInternational non-profit organization operating platform for ethical supply chain data. Flora Toscana registered since 2024 for storing and sharing data on labour, health and safety, environment, and business ethics.
• Forest Stewardship Council (FSC)coreOthersInternational non-profit promoting responsible forest management. Flora Toscana licensed user of FSC trademark for certified cardboard packaging since 2019. License number FSC-N002996.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/floratoscana
• Facebookfacebook.com/floratoscana

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flora Toscana