La Serenísima
 |
|
| Private | |
| Industry | Food industry |
| Founded | October 26, 1929 Argentina |
| Headquarters |
General Rodríguez, Buenos Aires Province, Argentina |
|
Key people
|
Pascual Mastellone (President) José Arturo Moreno (1st Vice President) Victorio Mastellone (Director) |
| Products | Dairy products |
| Revenue | US$ 1400 million (2010) |
|
Number of employees
|
5,000 (2010) |
| Website | www.laserenisima.com.ar |
La Serenísima is an Argentine dairy products maker.
La Serenísima was established in 1929 by Antonino Mastellone, a cheese-maker from Sardinia who arrived in Argentina in 1925. Mastellone named his 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 battalion itself had been named for the medieval Republic of Venice, which was widely known as La Serenissima (though the word also translates as the "most serene," or peaceful).
Antonio and his brother Giuseppe Mastellone founded Hermanos Mastellone in General Rodríguez, a pampas city west of Buenos Aires, in 1927. The company became a leading area provider for a rapidly growing market in mozzarella, provolone and ricotta cheeses for Argentina's large Italian community (of the 6 million Europeans who arrived in Argentina, over half were Italians).
Antonino Mastellone married Teresa Aiello on October 26, 1929, and on that date, reestablished the company as La Serenísima. Mastellone brought his first delivery truck in 1935 and incorporated the company in 1942; by 1960, the company had become one of the few in Argentina which mass-produced pasteurized milk, allowing it to sell the product year-round.
Establishing its own research laboratory in 1964, La Serenísima became the first in Argentina to provide nutritional facts on each bottle. The company pioneered the sale of lactose-free milk in Argentina in 1984, became the market leader in the sale of yogurt (whose local consumption more than doubled between 1983 and 1988) and introduced cultured milk locally, in 1988. La Serenísima also introduced large-scale organic dairy farming in Argentina, in 1994, and became the first to fortify its products with iron sulfate. The company launched an advertising blimp in 1995, though the venture ended in a November 23, 1996, crash as a result of a violent storm; no injuries were recorded.
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Wikipedia