This flower has been very well known by the Aztecs since the XV century and was famous for its healing powers. The Euphorbia pulcherrima, renamed poinsettia in honour of Joel Roberts Poinsett, American ambassador to Mexico in 1820, was first brought to South Carolina at the beginning of the 19th century and cultivated because of its charming red bracts. It was grown for the first time in southern California during the 19th century for ornamental purposes and as a cut flower. Today the plant is widely used during Christmas festivities all over the world. In Campania, where the weather is extremely mild, there are many different types of the “Christmas Star”, as the poinsettia is also known, and this plant is characterized by the quality of the end product. This means the potted flower with all its different typologies. Owing to the importance this “queen” has among the other potted flowers, Cooperativa Masaniello, the association that organizes FloRa, has dedicated a special part of the event entirely to poinsettia. In this way, a real Market is going to be held, where it will be possible to admire samples of the best examples in Campania and develop important marketing contacts. In addition to giving the fullest possible visibility to the products exhibited, Cooperativa Masaniello has decided to offer the professionals there all the necessary services as far as business, assistance, sales and organization is concerned.

This is the most important novelty of the 2005 event. In a specially prepared area the exhibitors will have the opportunity to meet international buyers and make business agreements. This initiative, along with the other events FloRa 2005 proposes, is intended to give more strength to the role it has in the nursery gardening industry of the Mediterranean and is a showcase and an opportunity to develop professionally.
The hospitable and welcoming environment created in the exhibition stands, during the three days of the event, are well known to all those who have had the chance to visit FloRa. To overcome the difficult period of standstill that the industry is going through, it is necessary for all those who work in ornamental plant production to take on a precise role and work together to achieve the same target: relaunching the agricultural economy.
- In this scenario FloRa’s role is to constantly propose original and profitable promotional opportunities and to spur firms in backing these events.

During the last few years, the South of Italy has had the national primacy for the production of cut flowers: Campania on its own- with approximately 1.300 hectares of cultivation- represents a third of the PLV Italian flower and is the fourth flower producing nation in the world.
Since 2003 the association for the development of nursery gardening in the South (Con.Flo.Mer.) runs three centres for the testing and differentiation of products, in various parts of Campania.
Experimental centres work to program cultivations and plan the production through “test camps”, where new varieties, innovative techniques and highly technological equipment are tested.
Furthermore, these centres promote events which aim at extending the region’s supply and at the development of environmentally friendly procedures.
Research centres and the most important flower industries in Campania will open their doors to those who visit FloRa. If booked, visitors will be able to attend interesting courses which provide updates on techniques and new varieties.

The Competition, the sixth one, is dedicated to the excellent productions and most interesting variety of novelties presented throughout FloRa. Among these, a special section is reserved for the growers from Campania who are part of the trademark “Standard Garantito – Fiori della Campania”.
The other three sections of the Competition are:
- “The best examples of Cut Flowers, Leaves and Ornamental Foliage”, reserved exclusively for the growers;
- “Novelties exhibited at Flora”, also open to hybridizers and firms that produce genetic material and young plants;
- “The best exhibition at Flora”, exclusively reserved for the exhibitors.
The prizes will be awarded by a Jury of world famous experts.

This year Flora will hold a competition for the most beautiful flower arrangements. Leading florists who come from all over the world will participate. The competitors will be asked to display, with their best examples, arrangements which express their artistic creativity. The most beautiful arrangement will be judged and awarded a prize by a jury of experts. The competition is a very prestigious showcase for the Italian production and will highlight to the fullest the imagination and ability of the florists taking part in this exciting competition.