The history and future of the Tuscan iris
The Tuscan iris is so much more than just a plant: it represents the agricultural history and the landscape of Tuscany, it represents a tradition that, for centuries, has tied Tuscany to the farming of rhizomes rich in natural essential oils that are then used in the worlds of perfumery, cosmetics and liqueurs.
Cooperativa Toscana Giaggiolo’s story begins in 1978, when a group of farmers decided to join forces to try and raise the value of around 300 tons of unsold rhizomes that were in danger of going bad and being lost. The instincts of this group of farmers led to the creation of an innovative project: to gather, organise and market the Tuscan iris, thus transforming a niche farming product into a shared, sustainable resource.
The first big step came with a trip to Grasse, France, the world capital of essential oils. With no contacts and no guarantees, but with a lot of determination and a high-quality product, the members of the cooperative were able to negotiate their first supply contract. It was at that moment that the first exports of Tuscan iris rhizomes began, as well as rail shipments to France and collaborations with other local cooperatives, such as the Iris Coop di Greve, in Chianti.
During the following years Toscana Giaggiolo grew its network, delineating farming and harvesting regulations to ensure the product’s quality and traceability, and unifying producers so they could overcome the fragmentation of the market, and consolidate their presence on the international market.
There was no shortage of challenges: competition with countries such as China and Morocco, as well as the price crisis, put profitability at risk. The cooperative reacted by focusing on sustainability, on traceability and on new certifications – such as the certification of the ‘For Live’ brand, which proved the responsible farming of the iris. This choice turned out to be a winning one, and allowed them to reinforce the green identity of the product, making it competitive even in markets that were attuned to quality and environmental protection. The turning point came in 2018 when the cooperative took part in a call for proposals from Tuscany’s Psr (‘Programma di sviluppo rurale’, a programme for rural development), which also included investments in agricultural supply chains.
By achieving the PIF’s objectives, the cooperative has given the iris a second lease of life. And after 40 years of activity they have guaranteed the future prospects of, and income for, agricultural business. The Tuscan iris isn’t just a crop: it’s a story of passion, commitment and innovation that, though rooted in the past, continues to bloom into the future.