Four generations of floriculture

The Lazzeri company has engaged in floriculture for four generations. The business was started by Pietro Lazzeri (1861-1924) who opened a shop in Trento selling flowers, seeds and gardening articles. Pietro's son Mario (1896-1969) followed in his father's footsteps but moved to Merano on April 4th, 1927; here he put to fruit the experience he had acquired and besides opening a shop, created a nursery for the production of cut flowers. With Carlo Lazzeri (1928-1985) the modern company was born. It was Carlo who discovered the young plant sector, leading the small company to make an important stride forward. He was one of the first in Italy to realize the necessity of competing with the foreign market, which already then was invading our growers with young plants. 

Carlo perceived the potential of this sector and, starting from nothing, began to create the greenhouses that now represent the backbone and distinguishing feature of the company. He personally created a selection of cyclamens - which took his name - tailored to the needs of the Italian market. He paid special attention to what the market demanded, showing unimpeachable professionalism. Precisely for this reason, within a few years the company ranked as the largest Italian producer of young poinsettia, geranium, chrysanthemum and cyclamen plants. The standard of quality achieved is attested to by the prestigious awards received in Italy and abroad - 45 gold medals, a gold plaque and 38 silver medals. The dynamism that Carlo instilled in the company was accompanied by a capacity to relate to people, which gained him the confidence of clients. The 'Lazzeri'' style was born, according to which the grower was above all a consultant who offered retailers quality products and provided them with professional services but was also open to the suggestions and advice of those who had constant contact with the public. The company philosophy, later adopted by Carlo's sons, envisioned producers and clients working side by side, so that the company could rely on as many collaborators as there were clients.

Only in this manner was it possible to remain abreast of a constantly changing market. Alongside the commercial aspects, Carlo was intent above all on staying informed and updated so as to keep pace with the most advanced European companies. To this end he planned to split the company in two and create a completely new facility where he could apply all the most advanced methods of production. He chose a plot of land in the province of Latina, given its climate, its central location in Italy and its vicinity to major roads and airports. Thus the company in Merano was joined by its sister in Sabaudia. On Carlo's death, three of his four sons took over the management of the company: Valentino, Managing Director and co-ordinator of the group, Peter Sales, Director for the Italian market and Andrea, Sales Director for the export market and Director of Research & Development. The fourth son, Paolo, presently lives in Canada from where he constantly follows the different business activities. Continuing the family tradition, they combined the wealth of experience acquired with the enthusiasm of a young spirit and the most futuristic research methods within the growing sector.