350,000 azaleas. Together for research.

Some projects feel different from the start. The Research Azalea Is there such a one?.

This year marked the 43rd edition of this special fundraising initiative for cancer research in Italy. An initiative that has been supported for years by thousands of volunteers and organizations. Every spring, everything comes together around one simple idea: doing something small that collectively makes a big difference.

At FlorAmor, that story begins in the greenhouse.

Over a period of five days 350,000 azaleas packaged. An intense rhythm, with 20 permanent colleagues and a large group of temporary staff who roll up their sleeves. Filling boxes, checking, stacking… step by step the pace increases, but the attention remains the same. Every plant is handled with care.

48 trucks depart for Italy. A whole logistical movement, but behind every transport there are people who know what it's for. That makes it different. It provides extra motivation to ensure everything runs smoothly and on time.

On Mother's Day, everything comes together. Spread across Italy are 30,000 volunteers ready for that 300 squares and points of sale. There, the azaleas are offered to the public. People take them home, often as a gift, sometimes for themselves. And at the same time, they contribute to cancer research.

What grows here, is shared there. That's what makes this action so strong. From greenhouse to square, from grower to volunteer, from plant to gesture. Many links, one movement.

We are grateful to be a part of this.