Myplant & Garden - International Green Expo
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About this event
Myplant & Garden – International Green Expo
Myplant & Garden is the leading, most important and inclusive professional trade fair for the horticulture, garden, and landscape industries in Italy. The event brings together the full community of companies and institutions active in green industries, creating a dedicated space to meet, do business, and discover trends that shape the market.
The fair is organized by V Group Srl (IEG) and supported by Consorzio Myplant & Garden. It is positioned as the place where the sector’s main Italian and international stakeholders gather to exchange ideas, plan future activities, and build commercial relationships.
Where and when
- Country: Italy
- Dates (from provided source): Not specified on the supplied text
- Venue / city (from provided source): Not specified on the supplied text
What the fair covers (exhibition sectors)
The exhibition is structured across multiple dedicated sectors representing different parts of the green supply chain. Based on the official website, these include:
- Decoration
- Machinery
- Garden Care
- Landscape
- Services
- Flowers
- Nurseries
- Pots
- Garden Furniture
Audience and industry importance
Myplant & Garden functions as a true industry meeting point: it is described as the event where all operators and institutions active in the gardening industry meet and do business. The fair attracts a wide range of stakeholders across the sector, from production-focused businesses (such as floriculture and nurseries) to garden and landscape solution providers, and companies offering services, products, and technologies used in the green value chain.
Why attend / why it matters
The official positioning highlights that Myplant & Garden is where industry participants can:
- Connect with national and international stakeholders
- Explore new trends and future opportunities in horticulture and landscape
- Plan and evaluate upcoming activities and commercial strategies
- Engage with a sector-wide ecosystem spanning multiple green categories
Key 2026 edition scale indicators (from provided source)
For the 2026 edition, the official website provides the following figures:
- Exhibitors: 804
- Participants: 28,000
- Exhibiting surface: 60,000
If you share the specific edition year you want to target (e.g., 2026) and the exact venue/city (if available from your internal source), we can tailor the event summary to match those details precisely.
Data sheet
Myplant & Garden - International Green Expo – Event Attendee & Buyer Profile Analysis
Event Date: 17–19 February 2027
Location: Milan, Italy
Event Status: Upcoming
Research Date: 2 July 2026
Location: Milan, Italy
Event Status: Upcoming
Research Date: 2 July 2026
Event Overview
| Event Name | Myplant & Garden - International Green Expo |
| Event Date | 17–19 February 2027 |
| Event Status | Upcoming |
| Venue | Not explicitly confirmed in the provided official website text |
| City | Milan |
| State / Region | Lombardy |
| Country | Italy |
| Organizer | V Group Srl (IEG), supported by Consorzio Myplant & Garden |
| Official Event Website | myplantgarden.com/en/ |
| Event Type | B2B trade fair / professional expo |
| Primary Category | Agriculture & Forestry |
| Secondary Applicable Categories | Building & Construction; Environment & Waste; Home & Office; Hospitality |
| Audience Reach | National with international participation |
| Estimated Attendance / Expected Footfall | 28,000 participants (2026 edition reference); 2027 attendance not yet publicly confirmed |
| Attendance Data Reliability | Moderate: current-year attendance figure not publicly confirmed by the organizer; 2026 edition figure cited on official site |
| Main Purpose of Event | To connect horticulture, garden, and landscape professionals for sourcing, business development, trend discovery, and industry partnerships |
About the Event
Myplant & Garden is Italy’s leading professional trade fair for horticulture, garden, and landscape. The event brings together the full green-industry supply chain across decorative plants, nursery production, machinery, garden care, landscape design, pots, furniture, and related services. The official website positions it as a business platform where operators and institutions in the gardening industry meet to do business and follow market trends.
The fair matters because it serves as a concentrated commercial meeting point for growers, distributors, retailers, landscape professionals, public-sector buyers, and service providers. For suppliers, the event offers strong sourcing, partnership, and commercial-intelligence value, especially for organizations selling products or services into urban greening, nursery production, garden retail, landscape infrastructure, and outdoor living markets.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Nursery and horticulture growers | Plant producers, greenhouse operators, nursery groups | Core buyers for inputs, equipment, substrates, pots, logistics, and production technology | Very high; direct B2B purchasing and supplier comparison |
| Garden center and retail buyers | Garden centers, DIY chains, home improvement retailers, supermarket garden categories | Category managers, merchandising and assortment decision-makers | High; seasonal products, décor, furniture, and plant supply |
| Landscape architecture and design firms | Landscape architects, planning consultancies, design-build contractors | Specification influence and project purchasing | High; materials, trees, outdoor furniture, irrigation, and lighting |
| Municipal and public-sector buyers | Cities, parks departments, public works, urban greening offices | Procurement, project tendering, and capital planning | High; landscape services, maintenance, trees, public space products |
| Landscape contractors and installers | Grounds maintenance, landscaping, turf and irrigation contractors | Purchasing and project delivery influence | High; machinery, tools, materials, and service partnerships |
| Wholesalers and distributors | Importers, wholesalers, regional distributors | Reseller purchasing and brand selection | High; ideal for scaling supplier access |
| Hotel, resort, and hospitality operators | Hotels, resorts, restaurants, leisure venues | Facility, grounds, and guest-experience purchasing | Medium to high; outdoor furnishings, plants, maintenance services |
| Association and cooperative leaders | Industry associations, grower consortia, cooperative boards | Market influence, education, and ecosystem coordination | Medium; strong for partnerships, sponsorships, and channels |
| Media and trade press | Industry magazines, digital media, trade journalists | Influence, visibility, and market intelligence | Medium; useful for launch visibility and thought leadership |
| Technology and equipment buyers | Production technology firms, mechanization buyers, fleet and equipment managers | Operational purchasing and efficiency decisions | High; machinery, automation, digital tools, irrigation systems |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Milan | Local business leaders, retail buyers, landscape firms, public-sector buyers | High | Major commercial hub with strong design, retail, and construction ecosystems |
| Lombardy | Regional growers, distributors, municipalities, contractors | High | Strong concentration of industrial, retail, and municipal buyers |
| Northern Italy | Nursery operators, landscape designers, garden retailers, wholesalers | High | Primary domestic catchment for horticulture and landscape trade |
| Rest of Italy | National buyers across retail, wholesale, public sector, and contracting | High | The official site positions the fair as Italy’s key professional green expo |
| Neighboring European markets | Buyers from France, Switzerland, Austria, Germany, and nearby EU markets | Medium to high | Milan’s accessibility supports cross-border attendance |
| International supply chain | Global brands, importers, distributors, and solution providers | Medium | Official website highlights Italian and international stakeholders |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The organizer describes it as Italy’s most important professional fair for horticulture, garden, and landscape. |
| Global | Secondary international reach | The event explicitly mentions Italian and international stakeholders and has a recurring international exhibitor base. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Bricofer | Retail buyer / home improvement chain | Potential purchaser of garden, outdoor living, and seasonal assortment | bricofer.it | Category Manager, Buying Manager, Merchandising Director | Strong Market Fit, Attendance Not Confirmed |
| OBI Italy | DIY and garden retail buyer | Relevant for plants, tools, outdoor furniture, and garden care | obi-italia.it | Category Buyer, Purchasing Manager, Retail Director | Strong Market Fit, Attendance Not Confirmed |
| Leroy Merlin Italia | Home improvement and garden retail buyer | Large garden category and outdoor living relevance | leroymerlin.it | Category Manager, Purchasing Director, Store Concept Manager | Strong Market Fit, Attendance Not Confirmed |
| Bauhaus Italy | DIY and garden retailer | Potential buyer for garden materials, tools, and outdoor categories | bauhaus.it | Buying Manager, Category Manager, Merchandising Lead | Strong Market Fit, Attendance Not Confirmed |
| Comune di Milano | Municipal buyer / public sector | Urban greening, parks, public-space landscaping, and procurement needs | comune.milano.it | Procurement Manager, Public Works Director, Parks Manager | Strong Market Fit, Attendance Not Confirmed |
| Comune di Roma | Municipal buyer / public sector | Major urban planting and maintenance procurement potential | comune.roma.it | Contracting Officer, Urban Greenery Director, Procurement Lead | Strong Market Fit, Attendance Not Confirmed |
| A2A | Infrastructure / utilities operator | Large land and facility maintenance requirements; sustainability and urban greening interest | a2a.eu | Facilities Director, Procurement Director, Sustainability Manager | Strong Market Fit, Attendance Not Confirmed |
| Ferrovie dello Stato Italiane | Public infrastructure operator | Station and corridor landscaping, public realm, and grounds contracts | fsitaliane.it | Project Procurement Lead, Facilities Manager, Asset Manager | Strong Market Fit, Attendance Not Confirmed |
| Autogrill | Hospitality / travel operator | Travel hubs and service areas use landscaping and outdoor amenities | autogrill.it | Facilities Director, Procurement Manager, Property Manager | Strong Market Fit, Attendance Not Confirmed |
| Castorama Italy | Home improvement retail buyer | Garden, outdoor, and seasonal categories align closely with the fair | castorama.it | Buyer, Category Manager, Store Network Purchasing Lead | Strong Market Fit, Attendance Not Confirmed |
| Terna | Infrastructure operator | Right-of-way landscaping, environmental management, and facilities procurement | terna.it | Procurement Manager, Facilities Director, ESG Manager | Strong Market Fit, Attendance Not Confirmed |
| Raimondi Group | Landscape and urban greening contractor | Likely decision-maker for plants, materials, machinery, and project supply | raimondigroup.com | Operations Director, Procurement Manager, Project Director | Strong Market Fit, Attendance Not Confirmed |
| Fondo Ambiente Italiano | Cultural / heritage operator | Historic gardens, parks, and landscape maintenance interests | fondoambiente.it | Facilities Manager, Program Director, Procurement Lead | Strong Market Fit, Attendance Not Confirmed |
| Università degli Studi di Milano | Institutional buyer / campus operator | Campus landscaping, grounds maintenance, and sustainable outdoor spaces | unimi.it | Facilities Director, Procurement Officer, Campus Operations Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Procurement Director | Procurement | C-level / Director | Owns sourcing strategy and supplier selection |
| 2 | Category Manager / Buying Manager | Merchandising / Procurement | Manager | Selects product ranges, vendors, and seasonal assortments |
| 3 | Landscape Director / Landscape Architect | Design / Projects | Senior / Director | Specifies products and influences project procurement |
| 4 | Operations Director / Facilities Director | Operations / Facilities | Director | Manages grounds, outdoor assets, and service contracts |
| 5 | Strategic Sourcing Manager | Procurement | Manager | Useful for supplier discovery and tender planning |
| 6 | Public Works / Parks Manager | Municipal / Public Sector | Manager | Specifies and procures urban greening and maintenance |
| 7 | Merchandising Director / Retail Buyer | Retail | Director / Senior Manager | Controls shelf space and category mix for garden products |
| 8 | Business Development Director | Commercial / Partnerships | Director | Pursues channel expansion and partner relationships |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Agriculture | Core horticulture and nursery ecosystem | Growers, nurseries, and production buyers |
| 2 | Farming | Plant production and related input purchasing | Nursery operations and agricultural supply buyers |
| 3 | Retail | Garden centers, home improvement, and seasonal retail | Category buyers and merchandising teams |
| 4 | Wholesale | Distributors and importers are key channel participants | Importers, wholesalers, and channel partners |
| 5 | Building Materials | Landscape and outdoor construction adjacency | Materials buyers for outdoor projects |
| 6 | Construction | Landscape contractors and site development | Project procurement and subcontracting |
| 7 | Environmental Services | Urban greening, sustainability, and maintenance services | Public-sector and corporate sustainability buyers |
| 8 | Facilities Services | Grounds and site maintenance buyers attend for solutions | Facilities, estates, and operations teams |
| 9 | Government Administration | Municipal green-space and public procurement relevance | City, regional, and public infrastructure buyers |
| 10 | Hospitality | Hotels, resorts, and leisure venues need outdoor environment suppliers | Property, facilities, and guest-experience buyers |
| 11 | Design | Landscape and outdoor space design influence product specification | Specifiers and project influencers |
| 12 | Leisure, Travel & Tourism | Parks, attractions, and visitor destinations use landscaping and green infrastructure | Venue, attraction, and destination operators |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Approximately 28,000 participants | Confirmed historical reference | Official website 2026 edition data | 2027 attendance not yet publicly confirmed by organizer |
| Exhibitor count | 804 | Confirmed historical reference | Official website 2026 edition data | Useful proxy for market scale |
| Exhibiting surface | 60,000 sqm | Confirmed historical reference | Official website 2026 edition data | Indicates a large-scale B2B expo |
| Buyer count | Not publicly confirmed | Unavailable | Organizer website excerpt | Attendance figure not publicly confirmed by the organizer. |
| Speaker count | Not publicly confirmed | Unavailable | Organizer website excerpt | Seminars and events exist, but count not provided in the supplied text |
| Sponsor count | Not publicly confirmed | Unavailable | Organizer website excerpt | Sponsor references present, but count not disclosed in supplied text |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Source reliable products, inputs, and services | Meet buyers in a concentrated sourcing environment | Supplier catalogs, contract manufacturing, wholesale distribution |
| Landscape design | Specify plants, materials, and outdoor systems | Project-based conversations with specifiers | Landscape products, site furnishings, outdoor lighting |
| Nursery production | Inputs to improve yield, quality, and logistics | Technical product demos and production planning | Seeds, substrates, fertilizers, machinery, automation |
| Garden retail | Merchandise assortment and seasonal products | Category meetings with retail buyers | Consumer-packaged garden goods, décor, tools, furniture |
| Urban greening | Public-space planting and maintenance solutions | Public-sector procurement and city partnerships | Trees, shrubs, irrigation, maintenance services |
| Sustainability | Lower-impact materials and circular practices | ESG-led value proposition for buyers | Eco-friendly substrates, packaging, and water-saving systems |
| Machinery and equipment | Efficiency, labor savings, and automation | Live demos and technical consultations | Greenhouse systems, handling equipment, tools, fleet solutions |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is built around purchasing, sourcing, and specification in the green industry. |
| Decision-maker availability | High | Strong presence of procurement, retail, landscape, and public-sector stakeholders is likely. |
| Data collection potential | Medium to High | Useful for attendee-list building, exhibitor mapping, and account targeting, though current-year attendee lists are not publicly provided in the supplied text. |
| Apollo targeting potential | Very High | Clear fit for agriculture, retail, wholesale, construction, facilities, and public-sector search filters. |
| Geographic targeting potential | High | Strong concentration in Italy, with practical targeting across nearby European buyer markets. |
| Best outreach approach | Multi-touch email, LinkedIn, and event-triggered outreach | Use category, role, and project-based messaging tied to horticulture and landscape purchasing pain points. |
| Overall lead quality | High | A strong trade-fair environment for demand generation and account-based selling. |
| Best use case | Lead generation and buyer profiling | Well suited to list building, exhibitor targeting, and vertical account prospecting. |
| Limitations / risks | Moderate | Current-year attendee and buyer lists were not included in the provided source text, so many targets must remain prospecting targets rather than confirmed attendees. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Agriculture, Farming, Retail, Wholesale, Construction, Building Materials, Environmental Services, Facilities Services, Government Administration, Hospitality, Design, Leisure, Travel & Tourism | Capture the core buyer ecosystem for the event |
| Departments | Procurement, Operations, Facilities, Merchandising, Supply Chain, Business Development, Public Works, Sustainability | Identify decision-makers and influencers |
| Seniority | Owner, Partner, C-level, VP, Director, Head, Manager | Prioritize budget holders and strategic buyers |
| Job titles | Procurement Director, Category Manager, Buying Manager, Facilities Director, Operations Director, Landscape Director, Public Works Manager, Merchandising Director, Supply Chain Director, Sustainability Manager | Target the most commercially relevant roles |
| Geography | Italy; Lombardy; Milan; Northern Italy; selected EU markets | Focus on the core travel and buying radius |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,001–5,000, 5,001+ | Cover SMEs, mid-market buyers, and enterprise organizations |
| Keywords | horticulture, nursery, garden center, landscaping, urban greening, greenhouse, irrigation, outdoor living, plant production, public parks | Refine searches around event-specific buyer needs |
| Company type | Private companies, public sector organizations, associations, cooperatives, retailers, distributors | Match the actual buyer ecosystem |
Suggested Apollo Search Logic: (horticulture OR nursery OR landscaping OR “garden center” OR “urban greening” OR greenhouse OR irrigation OR “public parks”) AND (procurement OR buying OR category OR operations OR facilities OR merchandising OR sourcing)
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Myplant & Garden official website | Official organizer website | Organizer, event positioning, 2026 edition data, official sectors, and 2027 date announcement | Very High |
| Myplant 2027 new dates news post | Official news / announcement | Confirmed the 17–19 February 2027 date change for the eleventh edition | Very High |
| Previous editions page | Official archive / prior-year evidence | Evidence that prior editions and historical reports/exhibitor lists exist | High |
| Report 2026 page | Official historical report | 2026 edition participant, exhibitor, and footprint references used as historical evidence | Very High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Myplant & Garden - International Green Expo — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds