The Franchetto Family has been farming in the area around Treviso, Italy for many generations. Nowadays the farm is run by brothers Paolo and Lino Franchetto, although their father is still very much involved. Francetto is from Quinto di Treviso, Provincia di Treviso, Regione di Veneto, Italy. The farm is located in a small town on the outskirts of Treviso, about 25 kilometers from Venice. The city of Treviso is well known as a center of fashion in clothing and food and is the home of several major Italian fashion design firms. This farm grows several varieties of radicchio. Their two largest products are Radicchio di Treviso Precoce and Radicchio di Treviso Tardivo. They are well known as a quality leader for these varieties.
The climate and geography create the optimal growing conditions for chicory. The area is rather flat and well watered by the Sile River, which runs through Treviso. These products are known as the Flower of Winter and the harvest depends on a cold but not harsh winter. A micro-climate exists here that hasn't been found elsewhere.