THE HISTORY OF PET FOOD IN ITALY
Morando was founded in the second half of the 1940s under the name “Enrico Morando & C. S.a.S.”, later become public limited company in the 1980s.
Enrico Morando is pioneer and founder of pet food concept in Italy. Enrico Morando’s entry in Assalzoo (National Association of Feed Producers) yearbook reads – “the first big name in the sector, a true pioneer in the history of Italian pet food manufacturing”.
At the beginning of its business, Enrico Morando & C. S.a.S. traded several agricultural products. Marseilles in France was the most flourishing market in terms of output and purchase prices and it was there that Enrico, during one of his frequent trips, came into contact with pet food market.
In response to the question “How did all begin”, Enrico Morando answers:
“On one of my frequent trips to Marseilles to stock up on cereals, I saw an enormous billboard advertisement for “tinned food for cats and dogs”. I went into a grocers shop and bought a couple of tins to bring back to Italy so that I could carefully examine the product.
At that time, pet food didn’t exist in Italy and nobody knew anything about the product.
It was the beginning of the 1950s and I decided to take the train to Rome and go to the Ministry of Agriculture. Here they gave me a draft project for building the plant, informed me about hygiene regulations which I had to be complied with and told me how to request “officially” the ministerial authorization. Once I had received ministerial authorization, I began full scale production in Neive near Cuneo where our first plant was based.
At the beginning of the 1960s my sons, Giovanni and Walter, and myself bought a plant in Castiglione delle Stiviere near Mantova where we continued to manufacture wet foods with more modern technologies.
then in the middle of 1980s, we began to manufacture dry pet food in Andezeno, a plant built in 1960 to produce animal feed.
During the Italian miracle in the second half of the 1980s, we bought the company in Molfetta near Bari where all wet food for cats and dogs is produced.”
Over the years, the constantly expanding company has developed innovative projects to meet the most sophisticated consumers needs.
From the first steps taken by Enrico Morando, who is still working in the company, his sons, Giovanni and Walter, together with his grandchildren Franco and Laura, continue to work hard on a day-to-day basis to pass on the wealth of experience gained over the years with professionalism and enthusiasm and use it to create high quality products.
ur commercial approach is based especially on the development and training of our team, so that we can offer our customers skilled people able to suggest with facts how to seize market opportunities. Migliorcane and Migliorgatto products are “il cibo amico di ogni giorno” (delicious food for everyday) for our cats and dogs. Our aim is to strengthen this aspect through the quality and range of our products, their presence in the stores and their visibility on the shelf. The keywords of Morando philosophy are:
• Quality : careful selection of raw materials, both of vegetable and animal origin, to obtain a high quality product able to satisfy all buyers and end consumers.
• Well-being : search for highly digestible food with a balanced energy intake thanks to the right blend of vitamins, protein, mineral salts and Omega-3 and Omega-6 fatty acids: essential elements to have a healthy pet.
• Wide range : a wide variety of recipes, both for dry and wet food, which is expressed in a wide and complete range with high palatability and able to satisfy every need.
• Service : quick delivery times of the product in the shops are essential both for direct and end customers
Our production facilities are certified according to international ISO 9001 and IFS, to witness our commitment to provide customers and consumers with a safe and quality product with a high level of service.