In a world of industrial agriculture, they still harvest everything by hand to bring it to Rome. Their €20 Fresh Boxes have gone viral and are selling like hotcakes!
There is a corner of Lazio with the energy of a Silicon Valley startup.
If you live in Rome and are tired of buying bags of salad that wilt just by looking at them, you absolutely must learn about the company that is revolutionizing local market stalls.
While the giants of distribution are focusing entirely on automation and chemical preservation, a group of young Romans has decided to do the exact opposite: banish machinery and return to manual labor.
From a “broken-down old lady” to a green empire: a dream born in 1996
It all began in 1996, when agriculture was considered a job for “old people.” Luca and Orietta, two young lovers with a deep passion for healthy eating, decided to take a chance on a small plot of land in Sant’Angelo Romano.
The early years were not easy: an old van loaded with hope, waking up before dawn, and a lot of physical labor. But that dedication paid off.
Today, that dream has grown, evolved, and been passed on to their children, giving rise to the brand “I Ragazzi della Verdura” (The Vegetable Boys).
This is the story of a successful generational transition, where the wisdom of parents meets the determination and charm of a team of young people ready to bring the true flavor of the earth back to the tables of Rome.
138 greenhouses and not a single tractor: the secret of hand harvesting
When we talk about numbers, I Ragazzi della Verdura impresses even the most skeptical:
- 138 productivegreenhouses;
- 12 hectares of land (a whopping 120,000 square meters);
- Zero machinery for harvesting.
Why this extreme choice? Simple: quality. Harvesting by hand means respecting the plant, avoiding compacting the soil with heavy machinery and, above all, selecting each individual fruit or vegetable at its peak.
If you find a crisp zucchini or a tomato that still smells of sunshine, it’s because someone has chosen it for you, one by one. Genuineness is not just a word for them, but a daily dogma that can be perceived in every bite.
The €20 Fresh Box that is driving the capital crazy
At a time when inflation is biting and grocery shopping seems like a privilege, I Ragazzi della Verdura have launched a challenge to the market: the Fresh Box. The idea is simple: a box full of seasonal produce at a fixed and fair price.
In fact, you can go home with over 8 kilos of fresh produce for only €20.
It’s not a mirage, it’s what Alessio, Cristian, Gaia, and their entire team deliver every week. Here’s an example of what you might find in a box from the guys at La Verdura:
- 300 grams of mixed salad (fresh)
- 1 Roman broccoli
- 1 kg of potatoes
- 0.5 kg of carrots
- 2 kg of spinach and broccoli
- 0.5 kg of Piccadilly tomatoes
- 5 oranges and 3 apples
It’s the perfect survival kit for those who want to eat well without emptying their wallets, guaranteeing products that last twice as long as those in the supermarket because they are harvested just a few hours earlier.
Where to find Ragazzi della Verdura in Rome
Are you ready to ditch your plastic shopping cart and rediscover the scent of the earth? Here’s where you can find Ragazzi della Verdura and get your hands on the freshest produce in the capital before stocks run out:
📍Mercato Tuscolano III (Quadraro): you can find them at Boxes 33 and 34 in Viale Spartaco, 45. They are open Monday to Saturday, from 7:00 a.m. to 2:00 p.m. It’s a must-visit for those who live in the southern part of Rome and are looking for absolute freshness before going to the office or after dropping their children off at school.
📍Val Melaina Market: the unmissable landmark in Via Giovanni Conti. This is where the heart of the community beats. Look for the liveliest and most fragrant stall, you can’t go wrong!
📍Farm in Sant’Angelo Romano: their headquarters surrounded by greenery, home to 138 greenhouses.