With its recent achievements, the Veneto-based company is thinking about its future in terms of of technology and innovation.
Morato Pane has been a leading company in the bread industry since 1970. At first, it was a bakery in the historic centre of Vicenza. The shop was opened by Luigi Morato with the aim of introducing a new concept of bread: a convenient, tasty and innovative product in size, yet still familiar.
In a few years, thanks to the success of some products such as Bruschelle and Spuntinelle, the bakery turned into a real company and in 1989 the Morato family opened the first factory. Year after year the activity has been growing: its production is not limited to Veneto only but covers the national territory. In 1996, the current production facility located in Altavilla Vicentina was built.
From this moment forward, the company has lived a proper golden era: the range of products grew, with the addition of Nuvolatte (2001) and the America Sandwich line (2003), as well as the market shares. In 2009 Morato Pane acquired Pan D’Este, the historic Venetian brand of breadsticks and breadcrumbs; then it bought the brand named Artigianpiada, a producer of piadina based in Rimini, in the heart of the IGP area; and finally the brand called GranBon, a company producing crispy breads.
Morato Pane has Italy as its main reference market (only 10% of its production is exported) and counts five production facilities. In addition to the headquarters located in Altavilla Vicentina, where sandwiches, toasts,bruschetta and sandwiches are produced, there are the following factories: a plant in Pressana for the processing of croutons and crispbreads; one in Villa Estense for the production of breadsticks and crispbreads; one in Lendinara for breadsticks, bruschetta, loaves; and the plant in Cerasolo Ausa, in the province of Ravenna, which is reserved to the production of piadina. 40% of production is destined to B2B business, 60% is reserved to private labels. In terms of sales, more than 80% is accounted for by Modern trade, the rest by Horeca.
The goal of Morato in the next coming years is to keep growing both in Italy and abroad. The company is ready to achieve this target by creating new products, investing in new technologies, keeping up with consumer trends and attending the most important trade fairs, from North America to the Far East and Europe.
Among the new products, it is worth mentioning the Bread Chips and Bread Sticks, thin sheets of bread and baked sticks, available in different flavours: salt and pepper, BBQ sauce, chili. Improving the existing products is also playing a significant role, such as in the cases of piadina that, with its new recipe, will boast the PGI brand, and Spuntinelle al Cubo, now much softer and with a brand new taste.