Centro Agroalimentare Roma

What Centro Agroalimentare Roma does

Centro Agroalimentare Roma (C.A.R. – CAR S.c.p.A.) is a publicly-controlled wholesale agri-food market complex located in Guidonia Montecelio, in the Rome metropolitan area. Founded in 1986 under Italy's National Markets Plan (Law 41/1986), the consortium operates two physical trading markets: the Mercato Ortofrutticolo (fruit and vegetable market) and the Mercato Ittico (fish market), serving wholesale operators, restaurants and food service businesses, and end consumers who can access the market on weekends. The shareholding structure is 93.11% public administration (with Holding Camera srl as reference shareholder, alongside Roma Capitale, Regione Lazio, and Roma Metropolitana), 5.86% credit institutions (Unicredit, BNL, Banca Monte dei Paschi di Siena), and 1.02% private investors.

The company's core technology and infrastructure comprises physical wholesale trading floors, cold storage, logistics and warehousing facilities, and a network of commercial offices and meeting rooms. Revenue is generated through wholesale market transaction fees (a €2 per-entry fee for acquirers), rental of stalls, offices, and commercial spaces, logistics and storage services, meeting room rentals, and a newly launched Mercato Ittico delivery service. The center also runs a price listing service (Listino Prezzi) providing current market prices for produce and seafood. A PNRR-funded Integrated Digital Logistics Platform (€300,000, awarded March 2025) is being developed for traceability of wholesale operator flows.

In FY2025, CAR reported production value of €20 million and EBITDA of €4.6 million, marking the fourteenth consecutive year of positive financial results. The go-to-market model is event-driven and operationally focused: on-site B2B wholesale trading during regulated hours, participation in international trade events such as Fruit Logistica, and hosting of promotional events for restaurateurs and operators. Distribution is conducted primarily through physical on-site trading, supplemented by the new fish market delivery service. Digital channels are limited to the corporate website, newsletter, Facebook, Instagram, and LinkedIn. Customer access is regulated through a badge system distinguishing acquirers, suppliers, and transporters.

Name

Centro Agroalimentare Roma

Legal name

Centro Agroalimentare Roma – CAR S.C.p.A.

Website

https://agroalimroma.it

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Centro Agroalimentare Roma (CAR) is a publicly-owned wholesale agri-food market complex near Rome operating fruit/vegetable and fish markets, providing logistics, storage, and commercial services to wholesale operators, restaurants, and consumers.

Ownership category

akta.pro rank

Product category

Wholesale Agri-Food Market

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

Keywords

• Wholesale food market
• Agri-food distribution
• Fresh produce trading
• Seafood wholesale
• Cold chain logistics

Headquarters

HQ city

Borgo Roma

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Wholesale Market Fees: Operators pay fees for trading at the market. The market charges tariffs for access and uses badge systems for acquirers (€2 per entry), suppliers, and transporters. Revenue comes from rental of commercial spaces, stands, offices, and logistics services.
2. Rental and Commercial Services: Revenue from renting out office spaces, commercial stands (manifestazioni di interesse for stands in ortofrutticolo and ittico markets), meeting rooms (sale riunioni), and event spaces. The center also offers logistics and storage services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Centro Agroalimentare Roma (CAR) operates a regulated wholesale agri-food market complex in Guidonia Montecelio near Rome, hosting a fruit and vegetable market (Mercato Ortofrutticolo) and a fish market (Mercato Ittico). The company provides trading infrastructure, cold storage, logistics, commercial spaces, and meeting rooms to wholesale operators, suppliers, and buyers under a badge-based access system. CAR charges entry tariffs and rents stands, offices, and event spaces, while also publishing market price listings and offering promotional and event services.

Product overview

Centro Agroalimentare Roma operates as a wholesale agri-food market complex consisting of two primary markets (fruit/vegetable and fish), supporting services (logistics, storage, meeting rooms), commercial spaces (business center), and a price listing service. The core offering is the physical wholesale markets connecting producers with buyers, supplemented by a new PNRR-funded digital logistics platform for supply chain traceability.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercato Ortofrutticolo Wholesale fruit and vegetable market connecting agricultural producers with wholesale buyers, focused on made-in-Italy horticultural products. Operates under regulated access for trading operators.
• Mercato Ittico Wholesale fish and seafood market supplying fresh seafood to the food service industry in the Rome metropolitan area. A new delivery service for fish market operators was launched in March 2026.
• Servizio di Consegna Mercato Ittico del CAR Direct delivery service for the fish market, expanding distribution capabilities for wholesale fish market operators and their customers.
• Logistica e Stoccaggio Logistics and cold storage services for goods handling within the CAR complex, supporting perishable fresh produce and seafood trading.
• Centro Direzionale Office and commercial space center within the CAR complex available for lease to businesses operating in or related to the food sector.
• Sale Riunioni Meeting rooms available for rental to host events, promotional activities, and business meetings within the market complex.
• Piattaforma Logistica Digitale Integrata Integrated digital logistics platform for traceability of wholesale operator flows and operations, enabling digital tracking of merchandise movements within the market.

Named customers2 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• ItalmercatiminorStrategic or Co-development PartnerNational association/network of Italian food markets that CAR participates in, shown in footer logo on website.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• CAAB - Centro Agroalimentare di Bologna: Bologna's wholesale agri-food market operating with similar Italmercati-aligned model. Comparable as another Italian regional terminal market under the National Markets Plan framework, with adjacent produce and food distribution services.
• Mercabarna: Barcelona's central wholesale food market operating a similar terminal market model for fresh produce, fish, and meat. International direct peer with comparable regulated wholesale infrastructure serving a major European metropolitan area.
• Veronamercato: Verona's wholesale market operator following the same Italian regulated terminal market model. Comparable in scale and regulatory structure, also participating in the Italmercati network.
• MAAP - Mercato Agroalimentare di Padova: Padua's wholesale agri-food market, another Italmercati member operating under the National Markets Plan framework. Comparable regional peer with similar produce/seafood trading structure.
• SO.GE.MI. (Mercati Generali di Milano): Operates Milan's wholesale fruit and vegetable market under similar Italian regulatory framework (Law 41/1986). Direct functional peer as a publicly-influenced terminal market operator serving a major Italian metropolitan area with comparable produce/seafood market structure and Italmercati membership.

Broad incumbents

• Rungis International Market: The world's largest wholesale food market serving the Paris metropolitan area. Broad incumbent peer in the European terminal market category, operating at significantly larger scale but with directly comparable functional model.
• Mercamadrid: Madrid's central wholesale food market, one of Europe's largest terminal markets. Comparable functional peer in the regulated wholesale market category serving a major Spanish capital.

Others

• Italmercati: National association/network of Italian food markets in which CAR holds membership. Ecosystem peer representing the collective institutional framework governing Italian wholesale markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CARoma
• LinkedInlinkedin.com/company/centro-agroalimentare-roma-scpa
• Instagraminstagram.com/car_roma

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Centro Agroalimentare Roma