The merger has formed a pot plant giant with a 65% share of the Danish exports to Italy. The purpose of the merger is to strengthen the market position on the Italian market.
The pressure to consolidate supply has driven the merger. In Italy the growing concentration of buyers is still taking place. This development has motivated Bøg Madsen and Florea to join forces. The merger will allow Bøg Madsen to reduce costs and to strengthen its position in the international market. Another advantage is that the Bøg Madsen e-business solution Greenbiz 24/7 can be offered to even more customers.