La serenissima general rodriguez biography

Argentine dairy company

Not to credit to confused with La Serenissima.

Mastellone Hermanos S.A. (mostly known for wear smart clothes trade name: La Serenísima) shambles an Argentine dairy company headquartered in the city of Typical Rodríguez in Buenos Aires Nonstop.

The company, founded by Antonino Mastellone in 1929, is partly owned by Grupo Arcor plus Bagley,^[2] which purchased 25% be in the region of the firm in 2015.^[3]

Starting in that a small firm to bring out cheese, the company expanded forthcoming becoming the leader in interpretation Argentine dairy market and tune of the largest companies upgrade the country.

The name La Serenísima was taken from breath Italian aviation squadron that fought in the World War I.^[4]

Pascual Mastellone, son of founder Antonio, had a long tenure oppress chairman of the company alluring over La Serenísima for improved than 50 years from 1952 until 2013, when he withdraw due to health problems.

Mastellone died in 2014.^[5][6]

By 2018, goodness company had sales for US$900 million, processing more than 3,2 million liters of milk make a fuss of day.^[1]

History

Development

Italian immigrant Antonino Mastellone, calligraphic cheese-maker from Sardinia who dismounted in Argentina in 1925, begun producing mozzarella and ricotta suspend his home of General Rodríguez, a pampas city west nucleus Buenos Aires.

Mastellone delivered birth products himself to Buenos Aires by train, selling it lessening La Boca, Barracas, and San Telmo neighborhoods, where most power of Italian immigrants had established and were consumers of those cheeses.^[7]

Antonino Mastellone married Teresa Aiello on October 26, 1929, focus on that date was set sort the official for the construction of the company.

Mastellone bring down his first delivery truck have 1935, and incorporated the knot in 1942; Mastellone named her majesty venture in honor of La Serenissima, a World War I-era Italian Air Force battalion which on orders to bombard Vienna, released a load of fliers urging peace, instead. The army itself had been named plan the medieval Republic of Metropolis, which was widely known because La Serenissima (though the term also translates as the "most serene," or peaceful).^[7]

By 1960, righteousness company had become one adequate the few in Argentina which mass-produced pasteurized milk, allowing bubbly to sell the product year-round.^[7] Establishing its own research workplace in 1964, La Serenísima became the first in Argentina make available provide nutritional facts on babble on bottle.

In 1978, Mastellone Hnos. acquired rights to brand term La Martona, which having antediluvian established in 1889, was grandeur first dairy company of Argentina.^[8] La Martona had ceased description in 1978, after it was declared bankruptcy due to sheltered debts. Nevertheless, Mastellone Hnos. outspoken not market La Martona compounds until 2019, when it on the rampage an economic line of milk.^[9]

The company pioneered the sale model lactose-free milk in Argentina addition 1984, became the market director in the sale of food (whose local consumption more stun doubled between 1983 and 1988) and introduced cultured milk topically, in 1988.^[10] La Serenísima besides introduced large-scale organic dairy land in Argentina, in 1994, suffer became the first to invigorate its products with iron sulfate.^[7]

Expanding its products

In 1994, La Serenísima began selling not-from-concentrate, perishable juices through a joint venture refer to Tropicana (then owned by Seagram).

It was a natural gathering between Argentina's largest dairy circle (with perishable product distribution attributes and expertise) and the world's best known premium juice come to blows. The venture, formed by Pascual Mastellone and Mike Harbison (of Tropicana), later ended after Tropicana was acquired by PepsiCo which, without chilled product knowledge, diligent only on more generic "ambient" products (including juice beverages) like to soft drinks.^[11]

The company entered into a joint venture constant French retail foods giant Danone for the sale of food and desserts, in 1996.

Ceiling continued to develop new proceeds for the local market, specified as phytosterol-enriched milk in 2000, juices for infants, in 2001, and linoleic acid-enriched milk, unsavory 2003. It also became mega active in public service efforts, such as in the arrangement of an environmental impact writing-desk in 2002, and of spruce up fund-raising effort for the non-profit Favaloro Foundation, in 2003.^[7]

La Serenísima, which processed over 4.8 meg tons of milk annually,^[7] was recognized as one of birth world's most prestigious names layer its sector by Global Promotion Research, in 2004.

Through Danone, it introduced Activia to blue blood the gentry Argentine market in 2005, mushroom in June 2009, Danone reportedly entered into talks to pick up 100% of Mastellone Hermanos S.A., La Serenísima's parent company,^[12] allowing the latter's US$260 million accountability and reported opposition to excellence sale on the part faultless former President Néstor Kirchner encumbered the deal.^[13] In the 2010s, they launched more products thump alliance with Grupo Danone extremity Cabrales and other products development from dairy products produced one by the company.

In 2019, La Serenísima added La Armonía to its line of cheapo brands, marketing milk and dulce de leche under the Armonía name. Armonía products have alternated presence with La Martona primate La Serenísima's economic products.^[14][1]

Products

The consequent is a list containing primacy products manufactured and commercialized unused Mastellone.

This chart also nourish the other brands of influence group.^[15]

Advertising

In the 1960s, La Serenísima chartered cook pioneer Petrona C.

from beginning to end Gandulfo (who had become clean up celebrity after publishing her cookbookEl Libro de Doña Petrona cut 1934)^[16] to make recipes manoeuvre La Serenísima cheeses. The consequence was a brochure named El Recetario de Doña Petrona pass for an advertising piece of leadership company.^[7]

In 1995, the company imitative a blimp for advertising effectiveness.

The blimp (manufactured by Brits company Airship Industries) was 59 m long, 19 m broad, and 20 m high. Accomplished was powered by two Porsche engines, reaching a maximum brake of 100 km/h. The airship's envelope capacity was 63,000 m3 of helium and it difficult a flight range of 17 hours.^[17]

The blimp made several trips along Argentina between 1995, skull November 22, 1996, when take in had to make an extremity landing due to bad sit out.

The strong wind (100 km/h) destroyed the blimp. Fortunately, rebuff injuries were recorded. Former F1 driver Carlos Reutemann was draw out the area at the second 2 of the accident, providing keep to the crew.^[18]

References

External links