AVI, in collaboration with CIC, is implementing the PEATLESS project with the objective of reducing peat use in growing media within the ornamental potted plant industry in the Pistoia district.

This initiative is embedded within a highly specialised and economically strategic sector that plays a crucial role not only in Italian horticulture, but also in environmental management, urban resilience, and international trade.

Understanding the importance of the PEATLESS project requires examining the structure, value, and economic relevance of the ornamental plant sector in Italy.

The Contemporary Value of Ornamental Plants

An ornamental plant is cultivated primarily for its environmental and functional contributions within human-dominated landscapes, while aesthetic qualities represent a complementary benefit.

In today’s climate and social context, ornamental plants are increasingly recognised for the ecosystem services they provide, including:

These functions position the ornamental sector as a strategic component of sustainable urban development.

Technical Characteristics of Ornamental Plant Production

Ornamental plants are typically grown in pots using customised growing substrates with specific agronomic and technical properties.

A professional growing medium must ensure:

• Adequate water retention

• Effective drainage

• Absence of root pathogens

• Proper nutrient retention and release

Due to its natural properties, peat has historically been the primary component of professional horticultural substrates across Europe.

Economic Importance of the Ornamental Potted Plant Industry

The ornamental potted plant industry in Italy represents a strategic economic sector, valued at approximately €1.68 billion, with around 70% of production exported and more than 15,000 companies involved in cultivation activities. Within this national framework, Tuscany plays a leading role, accounting for approximately 30% of Italy’s total ornamental plant production. In particular, the Pistoia district stands out as the country’s main production hub for ornamental potted plants. Over time, the area has developed a highly specialised supply chain composed of growers, substrate producers, agronomists, technical specialists, and a wide range of service providers supporting the sector. This has resulted in the largest ornamental plant production district in Italy, with more than 1,500 companies and approximately €500 million in annual revenue, representing a strategic asset and a key strength of the “Made in Italy” horticultural sector.

The Role of AVI

AVI (Associazione Vivaisti Italiani) is a non-profit association established in 2015, evolving from the Associazione Vivaisti Pistoiesi, originally founded in 2004. Its mission is to promote and strengthen the ornamental potted plant sector by providing services and support to its members, encouraging innovation, and participating in campaigns and research initiatives focused on sustainability and sector development. Through projects such as PEATLESS, AVI contributes to guiding the industry toward greater sustainability, long-term resilience, and improved competitiveness within a rapidly evolving environmental and economic context.

A Sector at a Turning Point

The ornamental plant sector has long relied on peat as a core raw material in growing substrates, as peat has historically ensured high performance and consistent quality standards in professional cultivation. However, this dependence is increasingly becoming a structural challenge within a changing environmental and economic landscape. In this context, the PEATLESS project represents a strategic first step toward supporting a transition within Italian ornamental horticulture, aimed at reducing peat use while safeguarding the technical requirements and high-quality expectations of the sector.