In 1920, a member of the Italian Royal Family, The Duca degli Abruzzi, who was also a famous explorer, would establish the "Società Agricola Italo-Somala" (SAIS) in order to explore the agricultural potential of the territory. That same year, the "Duca" founded the Villaggio Duca degli Abruzzi ("Villabruzzi"; Jowhar) as an agricultural settlement in Italian Somaliland. The area produced sugar, bananas and cotton. On December 5, 1923, Cesare Maria De Vecchi di Val Cismon was named Governor in charge of the new colonial administration.