Silvia Scaramuzzi

(Invited Speaker Session 4: Consumer demands and market for ornamentals)

Silvia Scaramuzzi is Associate Professor in Agri-food and Territorial Marketing and Economics of Ornamental Markets at the University of Florence (Italy). Her research is focused on rural development with particular attention to: rural tourism and agritourism, conservation and valorization of flora biodiversity; quality and enhancement of typical agro-food products; analysis of structural characteristics and development of the agro-industrial system and its components, with specific reference to the horticulture supply chain and markets. She has carried out activities to support the policy maker for the design of rural development policies, with particular reference to rural development programs and the implementation of innovative financial instruments. She is a member of the European Association of Agricultural Economists (EAAE), the Italian Association of Agricultural Economics (SIDEA), and in 2019 she was appointed Academic correspondent of the International Academy of Georgofili. In 2022 she was nominated Associate Member of the UNESCO chair on Agricultural Heritage Landcapes of the University of Florence, and in 2023 she was appointed by the Italian Ministry of Agriculture (MASAF) as Italian representative within the Standing Committee of Agricultural Research (SCAR-FS SWG).

Title of the presentation: Evolving Consumption Trends and Marketing Strategies in Ornamental Horticulture. What are the new challenges?