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Discretion has always been characteristic of Catalan companies. That's why, often, if the average citizen thinks of historical Catalan multinationals, one of the companies that meets these characteristics often goes unnoticed: Semillas Fitó.
Founded in 1880 in Barcelona, Fitó is a leading seed company in several countries around the world, in segments such as melon and eggplant, and is becoming increasingly important in varieties such as tomato, watermelon, cucumber, zucchini, and peppers. It is a Catalan hidden champion. "Our vocation is to be specialists in seeds and not to open up to other businesses," they explain from the company.
With a strong commitment to remaining independent, this family-owned company is currently led by the fifth generation and its annual turnover is around 86 million euros.
BUSINESS AREAS
Fitó divides its business units into four. On one hand, we find horticultural products, which represent 63% of sales, and where more than 500 varieties of seeds adapted to different Mediterranean zones, as well as temperate and subtropical climates, can be found, with a product range that includes solanaceous varieties (eggplants, peppers, and tomatoes), cucurbits (zucchini, melon, cucumber, and watermelon), and what they call "large seeds," such as broad beans, green beans, and sweet corn. Separately, they have also created a new sector, presented as hobby, with a wide variety of seeds aimed at the amateur and semi-professional farmer, to satisfy an increasingly growing demand; although it currently represents only 4% of Fitó's sales. "These are seeds in small packets, designed for making a small home garden," explains Xavier Fitó, director of the horticultural area, and who has led the company's growth process.
On the other hand, Fitó offers seeds for extensive crops, such as large-scale farming (23% of sales) where they have four corn programs and three sunflower programs. "These types constitute a wide range of very specific products for dry and hot conditions," they explain. In addition, they also produce seeds specifically for green areas and sports fields with Mediterranean climate conditions, which account for 10% of sales. We can, therefore, eat Fitó vegetables or play soccer on a Fitó grass field without knowing it.
64% EXPORT AND 8 SUBSIDIARIES
64% of the company's turnover comes from exports, with sales in more than 70 countries, such as Mexico, Italy, Turkey, and Brazil. Spain represents one-third of the turnover. Fitó also has eight subsidiaries (Portugal, France, Italy, Turkey, India, Chile, Mexico, and Brazil; the latter being the most recent, inaugurated in 2016) and a direct presence in ten other countries. The operations centers are located in Spain -specifically in Barcelona and Lleida- and in Turkey, and employ a total of more than 650 people in 18 different countries, of which more than 450 are in Spain (approximately 325 jobs in Catalonia).
"Investment in R&D is a key factor for the development of our sector," Fitó explains. For this reason, they comment that they invest 20% of their turnover in R&D, which represents 39% of jobs. "We have 10 R&D centers, a biotechnology laboratory in Cabrera de Mar (Barcelona), product development stations in more than 15 countries, and collaborations with public and private centers, including collaboration with the Institute of Agrifood Research and Technology (IRTA)." In Catalonia, they have a plant in the Poblenou neighborhood, in Barcelona, a logistics production center in Barbens (Pla d'Urgell), and the research and production center in Maresme.
EXPANSION AND FUTURE
"Globally we are known for eggplant and melon, and we are thoroughly entering the tomato market," explains Xavier Fitó. He gives the example of the Monterosa variety tomato, which they have developed from the company and which arises from the cross between a Girona pear tomato and a Costoluto Genovese tomato.
Regarding future plans, Xavier Fitó explains that last year Semillas Fitó was "debating a lot about whether they should grow by diversification, international expansion, or penetration (market share)." "We have no intention of growing in more markets or diversifying, but rather of working better in the markets where we are present by opening subsidiaries, etc. In 2019, for example, we will open in Morocco," explains Xavier, who adds: "in Europe and the United States we want to develop brands that reach the final consumer."
"We are little known, but we can say that 90% of the eggplants Trump eats and 50% of the cucumbers Obama eats are ours," states the person who has led the company's growth process.