A new strategic alliance is emerging in the European fruit and vegetable sector between Giovanni Turrà & C., a long-established Calabrian company specialising in fennel and watermelons, and Green Crops, an agricultural company belonging to the Green Factory group, one of Europe's leading producers of leafy vegetables with processing plants in Poland, Ukraine, Lithuania and Hungary, where it produces fresh-cut and ready-to-eat products. The partnership, which began in September 2024, promises to breathe new life into agriculture in southern Italy thanks to a shared vision of development, quality, and innovation.
"After various meetings, we found a shared vision of agricultural development. Our partnership is not only about cultivation, but also the exchange of knowledge, technology, and the creation of synergies in the marketing of products," explains Gianluca Soda, general manager of Giovanni Turrà & C.
The collaboration has given rise to Green Crops Italia SAR, based in Crotone. The goal is an ambitious one, i.e. to bring Italian agricultural products to the market that are grown sustainably, fresh and safe, combining Calabrian know-how with the European experience of the Green Factory group.
"The exchange of information on agricultural practices, innovative technologies, business management methods, the handling and packaging of agricultural products, and the support of the research and development of new crop varieties in collaboration with major seed companies are all actions that improve the quality and competitiveness of finished products, in the name of freshness and food safety for end consumers," continues Soda. "The advantages of this collaboration include: the expansion of the fruit and vegetable market to new areas and customers, the entry into a greater number of European markets, cost reduction through the sharing of resources and the optimisation of production, distribution and logistics processes, and increased food quality and safety through the exchange of expertise, technologies and services."
From production to distribution: An integrated supply chain
"In my opinion, Green Crops Italia and Giovanni Turrà form the essential parts of a perfect partnership. It is an all-round collaboration involving every aspect: from agricultural production to logistics, from national and international distribution to marketing," emphasises Nestor Tazueco Lamata, sales manager at Green Crops.
Two hundred hectares are dedicated to leafy vegetables for the 2024/25 season: Iceberg lettuce, mini Romaine lettuce, and spinach in Crotone, and escarole, radicchio, frisée, and curly lettuce in the Ginosa area in Puglia. "The first year was a test, useful for studying varieties and transplanting cycles. The information gathered is essential for planning the 2025/26 season in the best possible way," explains Gianluca Soda.
The approach is also synergistic in terms of knowledge of the territories: Green Crops has immersed itself in the Calabrian reality not only to produce, but also to fully understand its culture and potential. This joint effort creates a complementary partnership, ready to face the challenges of an increasingly global and competitive market.
Shared agriculture between Calabria and Poland
The differences between agriculture in Calabria and Masovia (Poland) are obvious, yet complementary. The clayey soils of southern Italy contrast with the sandy soils of Poland. The varieties, cycles, and treatments change, but not the spirit with which the work is done: love for the land, respect for tradition, and commitment to innovation.
"In Crotone, we work with local agronomists and expert consultants as well as with the Turrà agricultural team. It is a project based on mutual respect, where each party contributes its own knowledge," adds Tazueco Lamata. "Leafy vegetables have integrated perfectly into the Crotone area, which has always been suited to winter horticulture. And it has gone much better than we could have imagined at the beginning: last winter was our first experience, with plenty of room for improvement. We will continue to work in synergy with seed companies to select the best varieties over the next five years. The area has extraordinary potential."
A wide range and a project with no expiry date
But there is more to the project. The idea is to consolidate the current production and then expand it with new typical Calabrian products such as clementines, lemons, oranges, fennel, melons, and PGI products, taking advantage of Green Factory's European commercial network.
"The project is an ambitious, serious, and, we might say, open-ended one. We are not making this investment to abandon it in a few years' time, but rather to ensure its continued success and broad development. Therefore, the key at this stage is to master and consolidate these products. In any case, Crotone and Calabria have enormous potential and a wide range of products that we would also like to exploit to promote direct marketing in European markets, where we operate with our parent company, Green Factory. Together, we can export to countries where we have our factories, sales teams, and commercial contacts," emphasises Tazueco Lamata.
Commercial objectives: more Italy and less Spain
"In Italy, we want to collaborate with the big distribution and national markets. It is a shame that a significant percentage of the Iceberg lettuce sold in Italy during winter comes from Spain. We want to gradually level the playing field with Italian-grown products, as other national producers are already doing. Another very important project for us is to introduce Italians to mini Romaine lettuce, which is widely consumed in other countries but virtually unknown in Italy. We are convinced that it will gradually find its way into Italian homes thanks to its advantages: ease of use, sweet taste, crisp leaves, and high vitamin content. What's more, the sweetness imparted by the soil and wind of Crotone makes it truly unique and delicious.
"Furthermore, Green Factory Bronisze is a leader in the traditional market in Warsaw and supplies the main supermarkets in Poland. The aim is therefore to reach more areas of Europe. We are also global suppliers to McDonald's in nine countries."
Calabresella watermelons - the 2025 summer season is underway
It's watermelon time for Giovanni Turrà & C., which is kicking off the new summer season with the production of the fruit that symbolises the Mediterranean heat. A flagship product, marketed under the historic Calabresella brand, synonymous with freshness, crunchiness, and excellent Brix value.
The range for summer 2025 includes: mini red (1.5-3.5 kg), midi yellow (2-5 kg), midi black (2-5 kg), and long watermelons (6-9 kg/9-13 kg/over 13 kg). "We are focusing entirely on the quality of our watermelons," says Giovanni Turrà, "with production starting in June and continuing until September. The Calabresella brand is a guarantee for end consumers looking for a good, recognisable Italian product."
For more information:
Gianluca Soda - general manager
Giovanni Turrà & C. snc - Agricultural Company
[email protected]
www.agricolaturra.com/it
Green Crops Italia - Soc. Agr. Srl
via III Trav. di via libertà
88900 Crotone (KR) - Italy
www.green-crops.it