THE HISTORY OF PET FOOD IN ITALY SINCE 1948
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 was 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 answered:
"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, 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.
Migliorcane I Preferiti: a premium line
Migliorcane I Preferiti: a premium line including tailored specialities which have been researched to match the individual characteristics and meet the nutritional needs of dogs of all ages, from puppies to old dogs. There are even specific solutions designed for small dogs, such as the Adult Mini formula with a choice of Energia e Vitalità (Energy and Vitality), Peso Forma (Weight and Fitness) and Senior 8+. All the recipes drawn up from the wide range of wet ingredients are sold in a practical mono-portion pounch and enriched with royal jelly, an important natural anti-oxidant, a source of vitamins and mineral salts to give your pet the energy and nutrition it needs. The "Well-being Formula" with FOS and MOS, which has been researched for the production of croquettes, is ideal in supporting the healthy functioning of the intestinal tract.
Migliorcane Professional and Migliorgatto Professional
Migliorcane Professional and Migliorgatto Professional, the range of dry and wet products for the specialised channel, has been given a name-change and its product range expanded, becoming Morando Professional: a rebranding designed to increase business recognisability with the re-alignment of advertising of its brands within the channel.
The line now includes more than 90 specific foods of the very highest quality, made from selected raw materials and presented in elegant new packaging. It offers a great variety of tastes, formats and specific nutritional characteristics for the daily wellbeing of dogs and cats of every size and age. The complete and balanced nature of the products derives from the recipes which are both easy to digest and highly appetising, including an excellent levels of nutritional vitamins and minerals. Of the specific formulation the Adult Mini line is intended for small dogs, Premium Range is for medium-sized dogs with a new line especially researched for sterilised cats.
Migliorcane UNICO and Migliorgatto UNICO
Migliorcane UNICO and Migliorgatto UNICO are superpremium products made from a 100% single protein source and are Grain & Gluten Free, allowing a complete meal of high-quality nutrients generated from a single animal species. Furthermore, they are colouring and chemical preservative-free. Its characteristics have led a jury of consumers to elect Migliorcane UNICO and Migliorgatto UNICO “2017 Product of the Year” in the Pet food category. The award is the result of a market research conducted by IRI, the largest research of this kind in terms of people interviewed. For each category, two parameters won the product the top recognition with the highest average score among competitors: innovation and customer satisfaction.
In 2019, as a response for the increasing demand for specific products for Toy Dogs, Morando proposes Migliorcane Unico Toy, available in three versions: Turkey croquettes (800 g in doypack) and Delicate ham or turkey Pâté (80g in pouch). The new formula “24h balance” contains molasses and pumpkin seeds (a source of tryptophan) to maintain good emotional balance and FOS and MOS, which helps to maintain a healthy bacterial flora. The choice of high-quality raw materials also make the food extremely appetising to the pet for a perfect mix of taste and well-being.
Migliorgatto Sterilized: A premium line of complete and balanced products for the special nutritional needs of sterilised cats. Indeed, sterilisation alters cats’ physiological balance and hormone levels, reducing energy needs and thus increasing the risks of becoming overweight. It also makes them more vulnerable to urinary tract problems such as the formation of stones and crystals. As a response to these needs Morando has created Migliorgatto Sterilized, a complete range of both dry and wet food with reduced fat content and favouring a balanced pH for the urinary tract, starting this year with 25 new and even tastier recipes to satisfy the most demanding eater. The wet foods are available in different textures designed to give the meal greater water content and so helping to keep the urinary tract healthy.
Morando SuperPetFood is the new superpremium line, unique to the specialised channel, which is able to meet specific nutritional needs and puts animal welfare to the fore thanks to tastier and easily digestible products without cereals, preservatives or colouring and based on fresh duck, salmon, turkey, lamb or beef.
Cranberries, blackberries, pumpkin seeds, green tea, goji berries, pineapple, black cabbage, pomegranate, turmeric, rose hips and Norwegian seaweed are only some of the super-foods, the super-ingredients with exceptional nutritional properties, used in the new recipes: a full range of specific dry and wet products for puppies and full-grown animals, sterilised cats and dogs of all sizes.
These super-foods have become the centre of focus for some of the most closely followed and well-established culinary and health trends. Consumers are increasingly well-informed and interested in trying out innovative ingredients and in adopting a healthy and well-balance diet without having to renounce tastes. And these interests are not confined to themselves – they naturally wish to extend their benefits to all their loved ones, including pets.
Morando S.p.A. offers you products from these product groups:
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