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Fenix s.r.l. is the first company specializing in consulting to the seed companies that want to operate on the Italian market.

Born from the idea of a team of professionals with extensive experience in the field, the Fenix Consultant offers an innovative and qualified service to seed companies which from all parts of the world, aim to introduce one or more products on the Italian market

The knowledge gained in more than 15 years of activity,  a constant search for understanding the dynamics of the industry, the various operators present on the market, potential of various products, as well as development trends, allows Fenix to verify the real opportunities to enter the market and provide valuable strategic and operational support.

Fenix strives to optimize costs and minimize the timing of all processes in the seed sector two aspects that are very crucial.



Know-how. In-depth knowledge of specific manufacturing and commercial realities in the area, the critical points and potential development of the strategic aspects necessary for the competitiveness of a product throughout all stages of the supply chain (farmer-consumer).

Capacity for analysis. Evaluation of the adaptability of varieties in the catalog of genetic material to the Italian market and the potential size of the market.

Testing opportunities. Ability to test the site with huge crops in risk reduction and savings in terms of time.

Network. A continually updated database with contacts and references for all major horticultural Italian companies and related distribution networks. Direct contacts with the major multiples.

Reliability. Decades of experience of our consultants, gained over the Italian territory, has allowed us to secure a great capital of trust recognized by all those involved in the chain of activities.



The experience gained over the years has allowed us to develop a current understanding of agronomic and quality requirements demanded by the industry. We also managed to define a precise method for the introduction of new products on the Italian market:

  • Choice of reference where to start to perform the variety testing
  • Collection of in-depth technical information about the variety testing
  • Identification of opinion leaders from which to start talking of the varieties you want to introduce
  • more effective time, price and market positioning,
  • Identification, design and development of the main means of communication (meetings, flyers, SMS, websites, etc.)


The Italian market

Tradition and innovation are the two aspects which best synthesize and characterize the professional horticultural seed market in Italy. The ancient traditions and customs of the various regional cuisines, so diverse and rich throughout the peninsula, have a decisive influence on agricultural production. At the same time, the passion for good food and the typical Italian creativity, determine a curiosity for new products which is always alive.

The presence of numerous local ecotypes and territorial differentiation, largely due the longitudinal extension of the country, have given the opportunity to seed companies to experiment and introduce several horticultural species. This allowed a continuous quality improvement and a greater selection of hybrids, more and more competitive for yield, resistance to diseases, and the duration during storage. A rich and diverse market that represents a point of reference as well as a unique investment opportunity.


* Data on the market

Italy has almost 13,000,000 cultivations of which as much as 54.4% are devoted to crops which are well-concentrated for 41% in Emilia-Romagna, Lombardy, Sicily and Puglia.

The national vegetable surface (including potatoes and vegetables) represents 5% of the national agricultural area.

The region more interested in growing vegetables in protected cultivation is Sicily from which all the Italian first fruits productions originate followed by Lazio.

The number of farms has been declining in recent years (about 1.6 million) but the average corporate areas are increasing as well as the use of rented land or rent free land.

The region with the largest cultivated area is Sicily (1,400,000 Ha approximately), followed by Puglia (1,300,000 Ha) and Sardinia (1.15 million Ha). Emilia-Romagna and Piedmont as to Follow. These five regions together add up to 46% of cultivated farmland.

The average business size has been growing significantly in the last decade, now reaching nearly 8 hectares. Effect caused by communitarian policies and market directions which has led to the release of small businesses from the trade  by encouraging the concentration of the agricultural sector in units of larger size.

* Data provided by ISTAT and ISMEA



  • Highly suited land for horticultural production
  • High degree of product diversification
  • High quality standards
  • Widespread and high level of cultivation techniques
  • Highly specialized production at regional level
  • Good concentration of organized cooperative structures in the areas of northern and central Italy for the processing and marketing of horticultural products
  • Good presence of Dop, IGP and Bio


Development opportunities

  • Adoption of production and marketing policies aimed to protect and enhance the Made in Italy
  • Quality recognition of local products through the PDO, PGI and BIO trademarks with a well-built characterization of the internal market
  • Through industry certifications
  • Development of services for the trade
  • Shift in demand towards products with a high content of services
  • Environment friendly and attention to consumer health
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