Semillas Fitó is a Spanish multinational company with more than 140 years of history. Its main mission involves researching, producing and marketing seeds for professional cultivation of various agricultural and horticultural plant species. The company currently boasts a workforce of over 600 workers and subsidiaries in Morocco, Brazil, Chile, Mexico, India, Turkey, Italy, France and Portugal and exports to over 70 countries. Since its inception, Semillas Fitó has invested heavily in research, development and innovation (R&D) to enhance its catalogue of seed varieties. But what really sets them apart from other companies in the industry is how they have focused R&D efforts from day one at local needs in each field. Thus, R&D investments at Semillas Fitó aim to benefit producers (improving production, plant resistance and fruit quality), distributors (extending product life without losing quality) and consumers (enhancing all aspects related to the product’s look, taste and texture).