Our founder
Massimo Provenza
Owner · Agricultural Entrepreneur
Lavender, olive oil and wine grower
Massimo Provenza was born in Cefalù, between the Rocca and the sea. From his parents he learned a deep love of the land: to respect it, to follow the rhythm of its seasons, and to share what it gives around a generous table.
As a young man he left to see the world: the United Kingdom, Brussels and years working across Asia. In 2002 he came home and founded Massimo Villa Collection, opening the doors of Sicily’s most beautiful villas to travellers from around the world.
Along the way he fell in love with the South of France: its lavender fields, its markets and its gentle way of living well. Perhaps it was written in his name, as Provenza is Italian for Provence. He dreamed of bringing a corner of Provence home to Cefalù, and today that dream has come true.
Massimo is an agricultural entrepreneur. Just outside Cefalù, at The Countryside, he grows lavender, olives and vines, cares for rescued horses and produces his own organic olive oil, Olivum Mariae. In 2025 he also made Divino his own, giving the wines and flavours of his land a home in town.
Many call Massimo a visionary. He dreams big, then chases those dreams with all his heart, always for something larger than himself: a better world to leave to his children, to their children, and to everyone in between. He is selfless and generous to the core, with a joy for life so big it is impossible not to catch. Be warned: his laugh carries across the room.
At Divino he is building a team the same way he tends his land, with patience and passion. There are no employees here, only peers: passionate people who grow together and help each other become their best selves.
“Sit down with Massimo for a tasting and it won’t feel like a lesson. It will feel like listening to someone talk about home.”
