Flormercati is a cooperative association made up of ornamental plants producers. The producers’targets and requirements are simple: Programming the company’s production according to market orientations Directing the partners to run their companies as to obtain quality products to be marketed at a fair price Commercializing the partners’products, becoming in this way their commercial extension The producers’ targets and requirements would not have been met if “Flormercati’s idea” hadn’t been meant to be successful. What was the winning idea for the market? Concentrating the partners’production as to create a wide choice, always developing, which clients could get access to both directly (by visiting warehouses), and through our commercial network (sellers and sales representatives throughout the country) as well as via internet. The reason for Flormercati’s success, a leading company in Italy for indoors plants, is that producer and buyers’ problems are shared. Producers are not in need of a commercial structure of their own since they direct clients to cooperatives. In this way they can concentrate resources to improve the quality of their production. Clients – that is wholesalers, traders, garden, with the exception of shops and private individuals – find in Flormecati a wide choice of products, always developing, standardized, of good quality, together with an efficient service that makes it possible to optimize purchasing, so reducing goods sheds.