This year the Fri-El greenhouse in Ostellato, Ferrara will be expanded to 30 hectares - nowadays they still grow their hydroponic crops on 12 hectare. The company highly values this way of protected growing and wants to show that off in their marketing as well. That's why they launched the new brand "H2ORTO" Bontà Sostenibile, referencing to water efficiency, hydroponic cultivation and the traditional way of growing.
Alessio Orlandi and Filippo Fiorini
"Growing hydroponic enables us to use 70% less of land while guaranteeing the same yields of traditional methods. In addition, it saves 70% of the water and produces green energy. We're proud of this way of growing", they explain, referencing to respecting the environment and applying circular economy principles. "Greenhouse hydroponic tomatoes are "protected", with hardly any external pollution. They need fewer treatments as temperature and humidity levels are controlled."
"The quality of hydroponic grown products are constant throughout the year and that's why our produce is also sold abroad to the main big retail chains.
"We needed a brand to show this off, that was easy to recognize and memorize, so we played with the chemical formula for water and the word 'orto' (i.e. garden) which makes a reference to the gardening traditions that we value."