A later life has arrived for uprooted fields as cost pressures shrink traditional farming in the region. Pomegranate, citrus, palm, olive, and carob trees—once dense in the fields with harvest-ready fruit—are moving toward ornamental use in homes, chalets, and public spaces. In Alicante, nurseries now export a large share of their production, with Europe and other countries such as the United Arab Emirates, China, Japan, and Indonesia showing a steady rise in orders, climbing by about 15% to 20%, according to Francisco Agulló, president of the Association of Companies Producing Nursery Plants of the Province of Alicante. This shift reflects a broader transformation in the agricultural landscape, where ornamentals increasingly replace fruit production as a viable path for farmers.
Water scarcity and rising energy costs compound the already unfair competition that pushes farmers to reconsider their fruit trees and seek alternative livelihoods. Historically, abandoned trees often became firewood, but new routes are emerging that redefine land use and income potential.
One growing option is to convert these trees into nursery stock for ornamental purposes. They remove the old samples, leaving fields clean, and in some cases the land is leased to others to test different crops or even repurposed for solar energy projects. Many fields, however, remain idle and unused, awaiting a new purpose.
The dynamic agricultural mosaic has created a surge in ornamental plant production. Nurseries report that a large portion of new plantations—around 70%—originates from rural areas, underscoring a shift toward value-added crops and local sourcing. This trend supports a robust market for landscape design and green infrastructure across the region. Olive trees destined for ornamenting gardens and public spaces are a staple example of this transition.
Work with startup and sales
Within the Cambayas cooperative, a sustained increase in activity reaffirms the shift toward ornamental cultivation. Abandoned crops provide a steady stream of raw material for nursery production, and the cooperative notes that its member companies now number over forty across the province. The president emphasizes the emphasis on reusing resources, initiating production, and marketing samples obtained from agricultural byproducts as a core business model.
One notable example involves Albatera, where a farm once drained of fruit value now houses 1,500 pomegranates in a nursery in Elche. These saplings are waiting to root elsewhere as ornamental plants, designed to thrive in containers for one to two years before being reintroduced to soil in garden settings.
Once rooted and ready for display, these trees are placed in pots for market testing and then returned to the ground when suitable. The cycle demonstrates a practical approach to turning surplus materials into marketable ornamentals, extending the life and utility of each plant.
A land plot in Elche, operated by the Producers Association, is expected to see hundreds of palm trees removed from a farm in Asprillas next month. With fruit production not delivering the expected returns for owners, the samples are being redirected to nurseries for ornamental use.
These developments illustrate two industries moving closer together in response to current conditions: the supply of fruit trees to ornamentals, and the demand for resilient, container-ready plants that can endure long-distance transport and varying climates.
Hardy species
Persistent drought and heat stress have sharpened interest in Mediterranean plants known for tolerance to high temperatures and water scarcity. Ornamental nurseries highlight the resilience of these species as a key advantage in national and international markets. Their durability during transit, combined with reliable quality and pricing, strengthens the province’s reputation for robust horticultural production that appeals to buyers abroad.
Challenges
The export surge provides temporary relief to an industry facing multiple hurdles. Turnover has fallen by roughly 15% to 20% in some segments. The Red Sea disruption has doubled container prices from approximately €3,000 to €6,000 and extended shipping times from 30 days to as long as 90 days, complicating logistics for nurseries and exporters.
Rising production costs further squeeze margins. Industry groups report about a 35% increase in input costs, which translates into roughly a 15% higher final price for buyers. Companies are absorbing around 20% of the cost increase to stay competitive, leveraging material reuse and new techniques to navigate the pressure. The sector views 2024 as a pivotal year to assess which methods endure in the short term, according to Agulló.
The contrast with neighboring regions shows some relief: water restrictions are less acute, and reservoir levels remain sufficient for now. Still, water management and conservation strategies will dictate the sector’s trajectory in the coming year, cautions the plant producers’ representative, who emphasizes the need for continued efficiency and strategic planning.