A close-up on Northwest Italy with Roberto Benzoni

Roberto Benzoni is ICL’s Area Sales Manager in Northwest Italy. “In my role, I am responsible for a large and important area that is home to many growers and major potting soil manufacturers. This gives me the opportunity to interact with different people and come across different situations every day, which makes for a challenging job!” says Roberto.

Experience from the Field

Roberto’s expertise comes from years of practical experience. “Unlike other Area Sales Managers, I didn’t attend university. I truly earned my stripes in the field, and I’m quite proud of that.” Over the past decades, Roberto has traveled the world, gaining a wealth of experience. “The practical approach I have followed has given me deep insight into the industry. Where others might come up with solutions they have learned, I can tailor my advice to what I have experienced, tried and tested. This allows me to customize my recommendations to the specific needs of my clients, and adapt to changing situations.” This experience has also been supported by the wealth of data from ICL: “The solutions we have implemented have allowed us to increase the quality and production of flowers. All the leading companies in the Ranunculus sector now focus on our products.” This achievement demonstrates how Roberto’s local expertise, combined with ICL’s know-how, has a direct impact on the market and on crop performance.

“Since starting in the plant business, my motto has been ‘The grower makes the difference!’ Once you know what a grower needs, you can help them in the right way.”

Building Strong Trust

Roberto’s success stems from close collaboration with his team and other professionals. “When I visit a grower, I know that my advice can make a difference. The families behind the growers depend on the income from their production, so it’s a significant responsibility. You don’t want to disappoint them, so you always do your best.” Listening is the most important tool to help growers as best as possible. Roberto explains, “Since starting in the plant business, my motto has been ‘The grower makes the difference!’ Once you know what a grower needs, you can help them in the right way.” This philosophy has helped Roberto build strong relationships with his clients. “The trust and respect you get from clients is something to be proud of. I still have contact with people I met years ago. They trust and respect me, and that is invaluable to me.” The work Roberto does goes far beyond just advising and helping clients. “It’s about making an impact, and you always do that together with the client. That’s the beauty of this job. The fantastic feeling that arises when you make an impact together.”

“Don’t be afraid to share what you have learned. Experience creates more opportunities for experience, and collaboration builds skills.”

Share to show you care

To continue providing the best advice to clients, Roberto stays up-to-date with the latest developments in his field. “Observe, listen, and ask questions. Be curious.” This curiosity helps him find new knowledge and innovative solutions. “My advice would be: stay interested in what you do. As long as you are passionate about your work, you will keep searching. This allows you to stay ahead in the industry and keep up with the times.” He also advocates for continuing to share skills. “Sharing is caring, as is often said so beautifully. Don’t be afraid to share what you have learned. Experience creates more opportunities for experience, and collaboration builds skills.”