While many fruit and vegetable producers still compete mainly on price, the Italian producer organisation Primo Sole has chosen a different path. Instead of selling only fennel, strawberries, broccoli or melons, the company is selling a story, emotions and a strong brand identity.
Based in the Basilicata region of southern Italy, Primo Sole has grown into one of the country’s most dynamic producer organisations. After surpassing €20 million in annual turnover, the company was recognised among the 200 fastest-growing businesses in Southern Italy, according to the ranking published by Il Sole 24 Ore and Statista.
According to the company, this success is not only the result of efficient production, but also of a marketing strategy they describe as “pop communication.”
Vegetables as Superheroes
One of the best examples is the company’s Greentose brand.
Rather than using traditional packaging with photographs of fields or vegetables, Greentose features illustrated female superheroes inspired by sisters Francesca and Rosangela Appio, who also represent the company’s new generation of leadership.
The objective is simple: make broccoli, cauliflower, Romanesco, turnip tops and other seasonal vegetables attractive to children, young families and consumers who normally pay little attention to fresh produce.
Bright colours, comic-style illustrations, engaging social media campaigns and interactive storytelling have become part of the brand’s identity.
Beyond Traditional Advertising
Primo Sole has also invested heavily in mainstream media rather than relying solely on traditional agricultural promotion.
Its premium fennel brand Dolce Lucano has appeared through product placement in the popular Italian television series Imma Tataranni, while the company’s products have also been featured by well-known television personalities and food influencers.
The strategy is clear: vegetables should not only be present on supermarket shelves, but also become part of everyday culture.
Consumers Buy Stories, Not Just Products
The company believes modern consumers want to know where their food comes from and who produces it.
For that reason, Primo Sole is restoring a 17th-century farmhouse that will become far more than its corporate headquarters. The site will welcome schools, families and visitors, allowing them to experience every stage of production, from seed to finished product.
The complex will also include tasting areas, educational activities and a small fresh-cut vegetable facility, combining agriculture, tourism and consumer education in one place.
A Lesson for Agriculture
The Primo Sole case demonstrates that added value is no longer created only in the field.
Product quality remains essential, but branding, packaging, storytelling, social media, media exposure and consumer engagement have become equally important competitive advantages.
At a time when many growers struggle to improve farm-gate prices, the Italian experience shows that even everyday products such as broccoli, fennel or mini watermelons can become premium brands. That is the essence of pop communication: selling not only vegetables, but also values, experiences and a lifestyle.
