1971 – The origins
On 16 September, the Toscoflora cooperative is founded. A group of floriculture producers decide to join forces to create a facility dedicated to the production of rooted carnation cuttings and various plants.
This marks the beginning of our story.
1977 – The founding of Geo-Flor
A group of growers from Capannori found Geo-Flor, based at the Marlia Fruit and Vegetable Market.
Collective purchasing activities for bulbs and fertilisers begin, and the project for the new facility takes shape.
1981 – The first sales at the Flower Market
For Toscoflora, the commercial distribution of flowers begins at the Pescia Flower Market: 25 stalls, the first shared rules, member rotation systems and the first employed salesperson.
The cooperative officially enters the market.
1986–1988 – The new Via di Montecarlo headquarters
Construction of the new facility begins: reception area, 500 sqm of cold storage rooms, technical supplies shop, seedlings and bulbs area, offices.
In March 1988 the building is inaugurated and becomes the new operational centre.
1993/94 – Agri Vivai and new crops
In 1993, Toscoflora acquires a majority stake in Agrivivai of Pistoia, a company entirely dedicated to the supply of products for the nursery sector.
1996 – Opening of the Via Caravaggio headquarters (Pescia)
Growth during the 1990s requires new space: the Via Caravaggio headquarters is established, with 7,000 sqm of covered area, over 2,000 sqm of cold storage rooms and a section dedicated to processing for export and large-scale retail.
This marks a key step in our expansion.
2004 – The Flora Toscana Consortium is established
After extensive preparatory work, the “Flora Toscana” Consortium is established, the result of collaboration between Toscoflora and Geo-Flor Toscana.
The logo incorporates elements from both organisations.
2008 – The merger
On 13 June, Toscoflora incorporates Geo-Flor and the Flora Toscana Consortium.
Flora Toscana Società Agricola Cooperativa is officially established.
Toscoflora and Geo-Flor Toscana become commercial brands of the new organisation.
2009 – Opening of the Florence Cash & Carry
The retail outlet dedicated to florists and event planners opens: cut flowers, foliage, plants and direct imports.
A key reference point for the professional market in Tuscany.
2010 – Latina retail outlet
The Latina site opens, dedicated to supplying professional floriculture and horticulture businesses.
Seeds, cuttings, growing media, fertilisers, irrigation systems and technical consultancy.
2016 – New spaces for new needs
The cooperative’s growth leads to the acquisition of a new warehouse adjacent to the Via Caravaggio headquarters.
New cold storage rooms, new offices and a complete reorganisation of the facility are created.
2021 – Our 50th anniversary
Flora Toscana celebrates 50 years of history, work and cooperation.
A milestone shared by everyone who has contributed to the cooperative’s growth. The cooperative also becomes part of the Legnaia Project, with the aim of relaunching the Agriculture division.
2023 – Opening of the Viareggio Cash & Carry
A reference point for professionals working across Versilia, Lucca and Liguria.
2026 – 55 years of activity, rebranding: new identity, same values.
Flora Toscana updates its logo and visual identity to better reflect who it is today: a modern cooperative, rooted in its history and looking to the future.
