PICO Modern Agriculture Company

What PICO Modern Agriculture Company does

PICO Modern Agriculture Company is a third-generation, family-owned Egyptian agricultural enterprise founded in 1974 by Dr. Kamel Tawfik Diab and headquartered in Mohandessin, Giza. The company cultivates arid desert land and produces fresh fruits (citrus, seedless grapes, strawberries, stone fruits, berries, tropical fruits, and avocados), runs one of the region's most advanced tissue culture labs with an annual capacity of 7 million disease-free plants, and operates a commercial agricultural supplies business selling fertilizers, pesticides, seeds, and seedlings to other Egyptian agricultural companies. Its seedless grape variety accounts for an estimated 75% of Egypt's grape exports, and PICO pioneered strawberry nurseries in Egypt, a category in which the country is now the world's fourth-largest producer.

The company monetizes through five primary revenue streams: fresh produce sales, tissue-cultured plants and nursery stock, agricultural inputs to Egyptian agribusinesses, value-added processed products (honey, honey-based jams, super sweet corn, and frozen avocado), and supply chain/logistics services. Distribution is hybrid: a direct-to-consumer mobile app offers same-day farm-to-table delivery in Egypt, a B2B commercial sector serves Egyptian agricultural companies, three sub-brands (Pico Signature, Pico Family, Elena) target local fresh-produce retail, and an international export channel ships premium produce to global buyers. PICO holds Global GAP (with GRASP), BRC, ISO 9001, SEDEX/ETI, LEAF Marque, AH-DLL GROW, and Select Farm certifications, and maintains licensed variety partnerships with global breeders including Sun World, Bloom Fresh, Fall Creek, and EMCO CAL/Florida University. Operations are supported by three pack houses with 16 production lines, an automated ERP, a cold chain with plot-level traceability, semi-automated irrigation integrated with Dacom weather data, and solar panels yielding an estimated 770-ton annual carbon footprint reduction.

Name

PICO Modern Agriculture Company

Legal name

PICO Modern Agriculture Company

Website

https://picoagriculture.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

PICO Modern Agriculture Company is a third-generation, family-owned Egyptian agricultural enterprise producing fresh fruits, tissue-cultured plants, and agricultural supplies for export markets, Egyptian agribusinesses, and end consumers via a D2C mobile app.

Ownership category

akta.pro rank

Headquarters

HQ city

Mohandessin, Giza

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Produce Sales: Sale of premium fresh produce including grapes, strawberries, citrus, stone fruits, berries, and tropical fruits to local and export markets
2. Tissue Culture Plants and Nursery Stock: Production and sale of young plants from tissue culture, cuttings rooted in plugs, seeds, and fruit tree nursery stock
3. Agricultural Supplies Commercial Sector: Sale of agricultural needs including pesticides, fertilizers, nutrients, seeds and seedlings to Egyptian agricultural companies
4. Value-Added Processed Products: Processing and sale of honey, honey-based jams, super sweet corn products, and frozen avocado products
5. Supply Chain and Logistics Services: Freight forwarding, inland transportation, customs clearance, cold storing and distribution services

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

PICO Modern Agriculture Company is a vertically integrated Egyptian agricultural producer that cultivates, processes, and distributes premium fresh produce (grapes, strawberries, citrus, stone fruits, berries, tropical fruits, avocados) and propagates disease-free plants through one of the region's most advanced tissue culture labs (7 million plants/year). The company also produces value-added processed foods (honey, honey-based jams, super sweet corn, frozen avocado and corn purée) and sells agricultural inputs (fertilizers, pesticides, seeds, seedlings) to other Egyptian agricultural firms, selling to both export markets and Egyptian consumers through a direct-to-consumer mobile app.

Product overview

PICO Modern Agriculture Company is a family-owned agricultural enterprise that operates as a single unified offering combining fresh produce cultivation with value-added processed products and agricultural supplies. The company operates three main sub-brands for fresh produce: Pico Signature (premium), Pico Family (affordable), and Elena (international standards alternative). Its product portfolio spans fresh fruits (citrus, grapes, strawberries, stone fruit, tropical fruits, berries, avocados), tissue culture plants and seedlings with 7 million annual production capacity, and processed value-added products including Super Sweet Corn, Honey, Honey-based Jams, and Frozen Avocado products. The company also operates a commercial sector providing agricultural inputs (fertilizers, pesticides, seeds) to other Egyptian agricultural companies. The three pack houses with 16 production lines and 750 workers process hundreds of tons weekly, integrated with an automated ERP system.

Differentiator

Problem solved

Functional benefit

Brands

• Pico Signature: Premium brand offering handpicked perfection with the finest varieties and freshest produce for the local market.
• Pico Family
• Elena

Products and services

• Fresh Produce (Grapes, Strawberries, Citrus, Stone Fruits, Berries, Tropical Fruits, Avocados) Premium fresh produce including seedless grapes, strawberries, citrus, stone fruits (peaches, nectarines, apricots, plums, pears), pomegranates, berries, mangoes, olives, loquat, annona, and avocados, cultivated across PICO's farms in Egypt and sold under the Pico Signature, Pico Family, and Elena sub-brands for the local market and for export to global premium markets.
• Tissue Culture Plants Disease-free and uniform plants produced through advanced tissue culture, including fruit plants, cut flowers, cut foliage, potted plants, and 'ex agar' (washed) or hardened plants, with an annual production capacity of 7 million plants. Sold to growers and agricultural customers in Egypt and abroad.
• Fruit Tree Seedlings High-quality fruit tree seedlings including grapes grafted on rootstock, peaches, nectarines, apricots, plums, pears, and pomegranates from the deciduous fruit nursery, and mangoes, olives, loquat, annona, and avocados from the Ever Green tropical fruit nursery. Sold to growers and agricultural customers.
• Young Plants (Plugs) Stage 3 tissue culture plants that have been weaned and rooted, delivered as high-quality plants in plugs to customers, along with cuttings rooted in plugs and seeds, for use by growers and propagation customers.
• Agricultural Supplies (Commercial Sector) Commercial agricultural supplies including fertilizers, nutrients, pesticides, seeds, and seedlings sourced from the largest global producers in the field and sold to Egyptian agricultural companies through a field sales and technical support team.
• Super Sweet Corn Products Value-added processed corn products including Super Sweet Corn 2 Cobs, Super Sweet Corn 1 Cob, and Super Sweet Corn 450g Slices, sold to retail and food service customers.
• Honey Range 100% natural honey products including Spring Blossom Honey, Clover Blossom Honey, Citrus Blossom Honey, Black Seed Honey, Anise Honey, Egyptian Mountain Honey, Tamarisk Blossom Honey, and Wild Blossom Honey in various sizes, sold to retail and food service customers.
• Honey-Based Jams 100% natural, unfiltered honey-based jam range made with PICO berries and artisanal honey, containing no added sugars or preservatives. Includes Honey Blueberry Jam, Honey Strawberry Jam, Honey Mixed Berry Jam, and Honey Blackberry Jam, sold to retail and food service customers.
• Frozen Avocado Products Frozen avocado products including Frozen Avocado Purée, Frozen Avocado Halves, and Frozen Avocado Cubes, sold to retail and food service customers.
• Frozen Corn Purée Frozen processed corn purée product sold to retail and food service customers.

Quantifiable outcome

• 75% of Egypt's grape exports attributed to PICO's seedless grape variety
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Sun WorldcoreStrategic or Co-development PartnerGlobal grape breeder partner in PICO's breeding programs. Sun World provides licensed proprietary grape varieties that PICO cultivates and exports, contributing to Egypt's grape export industry.
• Bloom FreshcoreStrategic or Co-development PartnerInternational grape breeding company providing licensed grape varieties for PICO's cultivation and export operations.
• DacomcoreTechnology or IntegrationTechnology partnership for integrated data systems. Dacom provides weather station data that combined with PICO's in-house data enables accurate weather measurements for minimum pesticide and water usage optimization.
• EMCO CAL / Florida UniversitycoreStrategic or Co-development PartnerStrawberry breeding program partner providing licensed varieties for Egypt's strawberry cultivation, helping establish Egypt as the world's 4th largest strawberry producer.
• CuldevcominorStrategic or Co-development PartnerStone fruit breeding partner providing licensed varieties for peach, nectarine, apricot, plum, pear, and pomegranate cultivation.
• Fall CreekcoreStrategic or Co-development PartnerGlobal berry breeding company providing licensed berry varieties for PICO's berry nursery and cultivation operations.
• Grape EvolutionminorStrategic or Co-development PartnerGrape breeding partner providing licensed varieties for PICO's grape cultivation and export programs.
• ProvedominorStrategic or Co-development PartnerStone fruit breeding partner providing licensed varieties for cultivation in PICO's deciduous fruit nursery.
• Ben DorminorStrategic or Co-development PartnerStone fruit breeding partner providing licensed varieties for PICO's stone fruit nursery operations.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sekem Group: Egyptian organic/food/agribusiness holding company operating across cultivation, processing, and pharmaceuticals. Comparable to PICO as a vertically integrated Egyptian agricultural enterprise with both fresh produce and value-added consumer products, though Sekem leans organic and biodynamic.
• Dole plc: Global fresh produce leader with diversified fruit and vegetable operations, strong export infrastructure, and international retail/supermarket partnerships. Comparable to PICO across fresh produce cultivation, pack-house operations, and global distribution to premium markets.
• Döhler: German-based global supplier of fruit-based ingredients, flavors, and beverages. Comparable to PICO's value-added side (honey, jams, frozen avocado, sweet corn) and to the upstream fruit processing and ingredient supply chain PICO operates in.
• SunOpta: North American plant-based and fruit-based food/ingredient company with fruit processing, frozen fruit, and plant-based beverage operations. Comparable to PICO's value-added fruit processing (frozen avocado, jams, fruit purees) and its focus on specialty/produce-based consumer products.
• Greenyard: Belgian fresh, frozen, and prepared fruit and vegetable company serving European retailers and food service. Comparable to PICO's pack-house-based fresh produce model, frozen value-added products (frozen avocado), and European supermarket channel exposure.

Regional players

• Hortifrut: Chilean-headquartered global berry producer with proprietary genetics and operations across the Americas, Europe, Africa, and Asia. Comparable to PICO's berry nursery and strawberry operations, where PICO pioneered strawberry cultivation in Egypt and Egypt is the world's 4th largest strawberry producer.
• Agthia Group: UAE-based food and beverage company spanning water, dairy, juices, and processed foods across the MENA region. Comparable to PICO as a regional food company with branded consumer products and B2B supply chain, though PICO is upstream-farming-led while Agthia is downstream-processing-led.
• Perfection Fresh: Australian integrated fresh produce grower, packer, and marketer with multiple sub-brands and proprietary varieties. Comparable to PICO's multi-brand fresh produce model (Pico Signature/Family/Elena), pack-house operations, and proprietary variety licensing partnerships.
• T&G Global: New Zealand-headquartered fresh produce company with global apple, grape, and citrus operations. Comparable to PICO across fresh produce cultivation, pack-house distribution, and licensed varietal partnerships with global breeders.

Broad incumbents

• Driscoll's: Global berry specialist marketing strawberries, blueberries, raspberries, and blackberries under a unified brand via independent growers. Comparable to PICO's berry and strawberry operations and its in-house tissue culture nursery supplying virus-free plants, though much larger and brand-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/about
• LinkedInlinkedin.com/company/pico-modern-agriculture-company
• Instagraminstagram.com/pico.eg

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

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 PICO Modern Agriculture Company