The increasing demand of products derived from ecologically - and socially - sustainable growing systems has determined the need for a deep technological update of the floriculture sector. The main features of this technology, in particular for the production of ornamental pot plants in both greenhouse and open air, are the following: the use of more sophisticated greenhouses from the viewpoint of construction, climate control, automation and mechanisation; the biological and integrated management of pests and diseases; the non-conventional methods to control plant growth and habitus; the soilless culture, also for outdoor nursery stock and eventually with recirculating drain water. In Italy, some growers, those in the vanguard, are now using growing technologies that increase the use efficiency of resources, such as labour, energy, water and agrochemicals, and reduce environmental impact (specially, water pollution). However, technological innovations are difficult to be transferred to low-size floriculture enterprises