Established in 1974, PICO Modern Agriculture Company was founded by the visionary, Dr. Kamel Tawfik Diab. A pioneer who explored varieties that were locally non-existent but globally in demand in the most premium markets. Dr. Kamel led the first ever cultivation of arid desert land. He also led PICO to become the first company to establish tissue culture labs in Egypt and connect with global breeders.

PICO began its innovations by boosting the Egyptian citrus industry and to continue this legacy, the company introduced superior seedless grapes from California. Today this variety compromises 75% of Egypt’s grape export. To increase the country’s export growth opportunities, strawberry nurseries were created for the first time, which transformed their cultivation.

Today, Egypt is the world's 4th largest strawberry producer. Using advanced technology, cultivating neglected land, and effectively establishing long lasting global relations, proved to be a successful combination. Dr. Kamel’s entrepreneurial drive has been passed down from one generation to the next, and as a 3rd generation family company, PICO now provides superior produce all over the world.