Italians traditionally celebrate this holiday with mimosa

Italy turning yellow for Women's Day

In many countries International Women's Day is being celebrated by giving and receiving all kinds of flowers. However, in Italy, this holiday, also called Festa della Donna, is traditionally celebrated with mimosa. Men give the women in their lives a bunch of mimosa or a bouquet of flowers that should include mimosa. At Flora Toscana's bouquet making department, it has been very busy in order to prepare and supply all supermarkets. All in all, they are satisfied.

Flora Toscana is a cooperative in the Italian horticultural sector, and only during this time of the year, they sell mimosa. But why Mimosa? "Since 1946 Mimosa is the symbol flower dedicated to Women’s Day, especially in Italy and Eastern countries. It is a symbol of strength, sensitivity, and elegance, and it continues to be the favorite gift to give to women on this special day", Luciana Romit with Flora Toscana explains. 

Good year
This year has been a good year ."We are satisfied, the quantity of mimosa, especially of the Gauloise variety, has responded very well to market demand. Even in terms of quality, the product did very well. Despite the low temperatures, the dry climate meant that the quality of the product was excellent."

Speaking of hard numbers, for Flora Toscana, March 8, 2022, meant a + 25% of Mimosa supplies coming mainly from their partners based in the region of Liguria, corresponding to a + 25% of packages sold, over 500,000 pieces, in various weights and formats.

"Despite fears about the increase of raw materials, especially packaging, transport and the sad winds of war coming from Eastern Europe, the market, in all its channels, has proved to be successful."

For more information
Flora Toscana

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