Italian chili peppers, specifically the 'Naso di cane' variety, are gaining global popularity due to their unique aroma and lack of excessive spiciness. Pepita Srl, based in Torre Annunziata, exports 90% of its production, focusing on the less spicy Italian variety. The peppers are sown from March to May and harvested from August to November. The company's success is attributed to the growing appreciation of ethnic cuisine, particularly among millennials, and the high quality and origin of Italian chili peppers.