L'Insalata dell'Orto

Name

L'Insalata dell'Orto

Legal name

L'Insalata dell'Orto S.r.l.

Website

https://linsalatadellorto.it

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Vertically integrated Italian producer of fresh-cut salads, vegetables, sprouts, herbs and edible flowers serving Italian large-scale retail (about 70% via private label), Ho.Re.Ca., and export markets across 22+ countries.

Ownership category

akta.pro rank

Product category

Fresh-cut packaged salads and ready-to-eat vegetables (IV gamma)

NAICS

Perishable Prepared Food Manufacturing (311991), Other Food Crops Grown Under Cover (111419)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Leafy Greens & Salad Processing Packhouses (Fresh-Cut) (AFAOAGAI)

Keywords

• Fresh-cut salads
• Ready-to-eat vegetables
• Edible flowers
• Private label produce
• PGI radicchio

Headquarters

HQ city

Mira

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. B2B wholesale of packaged salads, vegetables, sprouts, herbs and edible flowers (I and IV gamma): Core revenue stream: wholesale of pre-packaged fresh produce under own brands and retailer private labels (MDD) to Italian GDO and Ho.Re.Ca. operators. Approximately 70% of business historically tied to MDD/private label production.
2. Private label / MDD manufacturing for retailers: Manufacturing of retailer private-label fresh-cut salads and vegetables — about 70% of total business. Provides recurring contracts and scale economics but with thinner margins than own brand.
3. Direct e-commerce sales (B2C): Online storefront via linsalatadellorto.it operated by related entity The Sister's Lab S.r.l., including sale of edible flowers and other specialty products to individual consumers; +15% sales growth reported in online shop in 2023.
4. Export revenue (Italy + international): Distribution across Italy plus international markets — products reportedly present in 22 countries (Fruchthandel July 2023) with explicit push into Spain (Fruit Attraction 2024) and Germany (Fruit Logistica). Reported as a "forte vocazione all'export" (strong export vocation).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core offering

L'Insalata dell'Orto processes and packages ready-to-eat fresh-cut (IV gamma) salads, ready-to-cook (V gamma) vegetables, sprouts, culinary herbs and edible flowers for Italian and European large-scale retail, Ho.Re.Ca. foodservice and direct consumers. Production is vertically integrated from 17 owned farms in Veneto, Lombardy and Campania (>300 hectares) through a 7,000 sqm facility with 28 processing/packaging lines, with approximately 70% of output supplied as retailer private label (MDD).

Product overview

L'Insalata dell'Orto S.r.l. (founded 2000, Mira VE, Italy; family-run across three generations) is a vertically integrated Italian producer of packaged salads, vegetables, sprouts, herbs, and edible flowers spanning I gamma (whole produce), IV gamma (fresh-cut ready-to-eat), and V gamma (ready-to-cook) product ranges. The portfolio combines dedicated product categories — Mixed Salads (Misticanza, Mesclun, Mixed Salad, Oriental Mix, Salad Tasty Strands, Vibrant Salad, Delicious Salad, Mais Salad, Poker di Verdure, Contadina Salad Mix, Ortolana Salad Mix), Single-Variety Salads (Baby Romaine Lettuce, Rocket, Baby Spinach, Lamb's Lettuce, Red Radicchio, Endives Hearts, Iceberg Hearts), PGI-protected regional excellences (Radicchio di Chioggia I.G.P., Radicchio Variegato di Castelfranco I.G.P., Radicchio di Verona I.G.P., Rucola della Piana del Sele I.G.P.), Vegetables (Carrots, White and Red Cabbage, Mixed Cabbage, Vegetable Soup, Vegetable Soup with Pulses, Spinach, Mix to Cook, Pumpkin, Cauliflower and Broccoli, Fairy-Tale Skillet), Vegetable Spaghetti (Greek Salad Noodles, Caprese Noodles), Sprouts (Soy, Alfalfa, Beetroot, Leek, Red Radish, Pea, Tris of Sprouts), culinary Herbs (Basil, Parsley, Chive, Mint, Rosemary, Sage, Celery, Thyme, Mixed Herbs), ready-to-eat Salad Bowls (Insalatone and Organic Salad Mix Bowls), and Fresh and Dried Edible Flowers — with several named sub-brands: misSalad (the ready-to-cook community/lifestyle brand), MisSalad High Protein (100% plant-based high-protein range including Peperonata Cornelio High Protein and Spinaci cuoci in busta al microonde), Paniere Zero Residui (BIOAGRICERT-certified zero-pesticide-residue line), Flower Mood (salads with edible flowers), Metti un Fiore (edible flowers brand with a dedicated website), and seasonal limited editions such as Dolcetto-Scherzetto. Production is controlled end-to-end across 17 owned farms in Veneto, Lombardy and Campania (>300 hectares), 7,000 m² of production facility with 28 processing/packaging lines and four specialised divisions (washed products and bowls, unwashed products, organic, vegetable noodles), producing 500,000 pieces daily.

Differentiator

Problem solved

Functional benefit

Brands

• misSalad: Consumer-facing brand/community for salads and ready-to-cook high-protein vegetable products, launched at Fruit Logistica 2024 and extended with a High Protein line in September 2025.
• Metti un Fiore
• Paniere Zero Residui

Products and services

• Insalate Mix (Mixed Salads) Bagged mixed salad blends (IV gamma) combining baby leaves, rocket, lamb's lettuce, radicchio, endive, carrots and other vegetables in variable proportions, available across standard, Residuo Zero, Organic, Maxi and Box variants for retail and foodservice customers.
• Insalate Monovarietà (Single-Variety Salads) Single-variety packaged salads in washed ready-to-eat and first-range formats, including Baby Romaine Lettuce, Rocket, Baby Spinach, Lamb's Lettuce, Red Radicchio, Endives Hearts and Iceberg Hearts, available in Residuo Zero, Organic, Daily, Eat-It, Sapori e Profumi and Box variants.
• Prodotti IGP (PGI Salads) PGI-certified regional Italian produce processed into fresh-cut IV gamma product: Radicchio di Chioggia I.G.P., Radicchio Variegato di Castelfranco I.G.P. (the 'rose you eat'), Radicchio di Verona I.G.P. and Rucola della Piana del Sele I.G.P., licensed through the relevant Consortia for the Protection.
• Ortaggi (Fresh Vegetables) Fresh-cut and ready-to-cook vegetable range including julienne carrots, white and red cabbage, mixed cabbage (misto crauti), minestrone-style vegetable soup, vegetable soup with pulses, spinach, mix to cook, pumpkin, cauliflower and broccoli, and Fairy-Tale Skillet ready-to-cook mix.
• Spaghetti di Verdure (Vegetable Spaghetti) V gamma vegetable noodles (ready-to-cook) in Greek Salad (carrots, courgettes, beetroot) and Caprese (carrots, courgettes, pumpkin) variants, produced in the dedicated vegetable noodles division of the Mira production facility.
• Germogli (Sprouts) Fresh sprouts rich in mineral salts and vitamins: Soy (mung bean), Alfalfa, Beetroot, Leek, Red Radish, Pea and a Tris of Sprouts blend of alfalfa, red radish and beetroot.
• Aromi (Culinary Herbs) Culinary herbs in single-variety and mixed formats (I gamma): Basil, Chive, Mint, Parsley, Rosemary, Sage, Celery, Thyme and Mixed Herbs, packed in 30g to 70g formats.
• Insalatone (Ready-to-eat Salad Bowls) Ready-to-eat complete salad bowls (100-250g) with dressing, fork and napkin in a polypropylene bowl, offered in standard and organic variants for retail and foodservice consumption.
• Fresh Edible Flowers Fresh edible flowers in mixed or single varieties (16 varieties, 40 colour shades depending on seasonal availability), minimum guaranteed weight 7g, sold under the Metti un Fiore sub-brand with a dedicated website at mettiunfiore.it.
• Dried Edible Flowers Dried edible flowers produced via a proprietary 24-hour low-temperature dehydration at 40°C, in mixed and single varieties (violets, rose petals) and as powder, in 3g, 5g and 10g pack sizes in tube and R-PET packaging.
• Residuo Zero (Zero-pesticide-residue product line) BIOAGRICERT-certified zero-pesticide-residue line of salads and vegetables guaranteed free of synthetic plant protection product residues at harvest, marketed under the Paniere Zero Residui collective brand in Italian GDO and internationally.
• Flower Mood (Salads with Edible Flowers) Sub-brand of salad mixes blended with edible flowers (Misticanza Flower Mood, Baby Romaine Lettuce Flower Mood), positioned as naturally vegan, gluten-free and 100% Italian for retail and foodservice customers.
• misSalad (Ready-to-cook brand and community) Consumer-facing ready-to-cook brand/community launched at Fruit Logistica 2024, encompassing ready-to-cook vegetable ranges (Spaghetti di Verdure, Padellata Fatina, Misto da Cuocere, Minestrone, vegetable noodles) positioned as a lifestyle concept for salad lovers.
• MisSalad High Protein 100% plant-based high-protein ready-to-cook vegetable line positioned as functional vegetables in the produce department, including Peperonata Cornelio High Protein and microwave-ready bagged spinach (Spinaci cuoci in busta al microonde).
• Paniere Zero Residui (Collective brand) Collective brand network (rete di imprese) created February 2024 to valorise zero-pesticide-residue fruit and vegetables in Italian GDO retail, with L'Insalata dell'Orto as lead promoter and a network of partner producers.
• Private Label / MDD Manufacturing Service B2B contract manufacturing of retailer private-label (MDD) fresh-cut salads, vegetables, sprouts, herbs and edible flowers, including customisable formats and packaging for Italian GDO retailers (approximately 70% of total business) and international accounts.

Quantifiable outcome

• 2024 revenue exceeding €50 million (also reported as €54 million)
• +10 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Azienda Agricola Busana Luigi e Figli s.s.a. di Busana Luigi & c.flagshipStrategic or Co-development PartnerL'Insalata dell'Orto S.r.l. is 'soggetta a direzione e coordinamento' (subject to direction and coordination) of Azienda Agricola Busana Luigi e Figli s.s.a., the family agricultural company that owns the 17 farms and 300+ hectares of vertical integration. This is the founding agricultural group that L'Insalata dell'Orto grew out of as the IV gamma processing entity in 2000.
• The Sister's Lab S.r.l.coreStrategic or Co-development PartnerSister company co-managing the linsalatadellorto.it website and operating the e-commerce storefront — handles alcoholic beverages and other food products online. Both entities are independent data controllers (joint privacy policies).
• BIOAGRICERTcoreOthersIndependent certification body that certifies the company's 'Residuo Zero' branded products — guarantees the absence of synthetic plant protection product residues in salads at the time of harvest. Underpins the Paniere Zero Residui zero-residue positioning in retail.
• Paniere Zero Residui (collective brand network)coreGTM or Marketing PartnerCollective brand launched Feb 2024 at Fruit Logistica as a 'rete di imprese' (network of companies) to valorise zero-residue fruit and vegetables in GDO. L'Insalata dell'Orto is the lead promoter; the network includes partner producers. Used for joint marketing and trade-fair presence.
• TodiscoreChannel Partner/ Reseller/ DistributorItalian retail chain — featured as a retail partner hosting L'Insalata dell'Orto at its sustainability convention (Oct 2024) and as part of the joint Paniere Zero Residui zero-residue produce initiative in Italian retail.
• AzzuchefminorStrategic or Co-development PartnerPartnership announced April 2023 alongside the launch of the Residuo Zero line — described as 'new partnership with Azzuchef' (GDO News 26 April 2023).
• Newwave Media srlminorImplementation/ SI/ Consulting PartnerWeb & media agency credited on the company website footer — handles website development and digital communication.
• Creative-lab.itminorImplementation/ SI/ Consulting PartnerCreative agency credited on the website footer (adv: creative-lab.it) — handles advertising and creative production.
• Consortium for the Protection of 'Radicchio di Chioggia IGP'minorOthersLicensing consortium authorising L'Insalata dell'Orto to process Radicchio di Chioggia IGP as fresh-cut product.
• Consortium for the Protection of 'Radicchio di Verona IGP'minorOthersLicensing consortium authorising L'Insalata dell'Orto to process Radicchio di Verona IGP as fresh-cut product.
• Consortium for the Protection of 'Radicchio Rosso di Treviso IGP' and 'Radicchio Variegato di Castelfranco IGP'minorOthersLicensing consortium authorising L'Insalata dell'Orto to process Radicchio Variegato di Castelfranco IGP as fresh-cut product.
• Consorzio di tutela Rucola della Piana del Sele I.G.P.minorOthersLicensing consortium authorising L'Insalata dell'Orto to grow and process Rucola della Piana del Sele IGP as fresh-cut product.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Ardo: Belgian family-owned producer of frozen and fresh vegetables (including fresh-cut herbs and mixes) supplying European retail and food service. Comparable vertically integrated grower-to-pack model and multi-country European distribution, focused primarily on frozen.
• Florette (Agrial): European fresh-cut salads and ready-to-eat vegetables brand owned by French cooperative Agrial, operating across France, Iberia, UK, Italy and Benelux. Comparable product category, multi-country retail footprint, and presence in private label and own brand makes it a direct strategic benchmark despite larger scale.
• Conserve Italia: Italian food cooperative (Valfrutta, Cirio, Derby Blue brands) producing canned, frozen and fresh vegetables for Italian and international retail. Overlaps on the vegetable side and shares the cooperative/agricultural-supply DNA, though its core is processed shelf-stable rather than IV gamma.
• Bonduelle Group: Global leader in packaged vegetables (canned, frozen and fresh-cut / IV gamma) with Bonduelle and Bonduelle & Co. brands. Overlaps with L'Insalata dell'Orto across IV gamma fresh salads and the ready-to-eat produce category in European retail, but operates at materially larger scale and across multiple preservation formats.

Direct peers

• La Linea Verde: Italian-headquartered (Manerbio, BS) IV gamma and V gamma producer of fresh-cut salads, soups and ready meals for private label and own brand. Closest like-for-like peer in terms of customer mix (Italian GDO + Ho.Re.Ca.), product range and private-label orientation.
• Fruttagel: Italian cooperative producer of IV/V gamma vegetables, frozen vegetables and fruit-based products supplying Italian GDO and Ho.Re.Ca. Similar customer base and product portfolio (fresh-cut salads, vegetables and soups) make it a direct competitor in Italian retail tenders.
• Orogel: Italian agricultural cooperative producing frozen and fresh vegetables, including ready-to-eat salads and soups, with its own fresh-cut range sold through Italian retail. Comparable vertically integrated grower-to-pack model and GDO private-label supply relationship.
• Salati Group: Italian producer of fresh-cut salads and ready-to-cook vegetable mixes, supplying Italian retail and food service with both private label and own-brand SKUs. Overlapping product mix (bagged salads, vegetable mixes) and similar customer base.
• Almaverde Bio: Italian organic fresh produce brand consortium (Canova) supplying organic fruit and vegetables, including organic ready-to-eat salads, into Italian retail. Closest direct peer on the organic and PGI/IGP positioning, competing for the same organic shelf in Italian GDO.

Others

• Italian Trade Agency / Fruit and Vegetable Service Center (CSO Italy): Italian fruit and vegetable industry service organisation that aggregates fresh-produce intelligence, trade-fair promotion (Macfrut) and export support. Comparable not as a competitor but as the ecosystem context in which L'Insalata dell'Orto competes for export visibility and Italian produce branding abroad.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LInsalata-dellOrto-61555307228733
• LinkedInlinkedin.com/company/linsalatadellorto

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about L'Insalata dell'Orto