Emerging Ornamental Species from South Africa and Australia for Mediterranean Basin

The ornamental industry encompasses a wide range of species cultivated for their aesthetic value, including floriculture crops, ornamental and turf grasses, trees, and shrubs. In Italy, in particular, this sector represents a significant component of the agricultural economy, with an annual wholesale production value of approximately EUR 2.6 billion. Despite its economic importance, the industry has recently faced challenges related to the COVID-19 pandemic and increasing international competition. Moreover, ornamental production is highly water-demanding, making water availability a critical concern under climate change scenarios. The future competitiveness of ornamental sector depends on its ability to adapt to environmental and market pressures through sustainable cultivation practices, diversification with value-added crops, and improved post-production management. This study investigates the potential introduction of non-endemic wild or underutilized species as innovative ornamental crops for EU markets. While economic evaluation will be essential prior to commercialization, the current focus is on identifying promising species and outlining strategies to optimize the production chain. These approaches aim to enhance the sector’s resilience, align with sustainability goals, and foster innovation within the Italian and Mediterranean ornamental industry.