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Concept
La Serenísima
Résumé
Mastellone Hermanos S.A. (mostly known for its trade name: La Serenísima) is an Argentine dairy company headquartered in the city of General Rodríguez in Buenos Aires Province. The company, founded by Antonino Mastellone in 1929, is partially owned by Grupo Arcor and Bagley, which purchased 25% of the firm in 2015.
Starting as a small firm to produce cheese, the company expanded until becoming the leader in the Argentine dairy market and one of the largest companies in the country. The name La Serenísima was taken from an Italian aviation squadron that fought in the World War I.
Pascual Mastellone, son of founder Antonio, had a long tenure of chairman of the company taking over La Serenísima for more than 50 years from 1952 until 2013, when he retired due to health problems. Mastellone died in 2014.
By 2018, the company had sales for US$900 million, processing more than 3,2 million liters of milk per day.
Italian immigrant Antonino Mastellone, a cheese-maker from Sardinia who arrived in Argentina in 1925, started producing mozzarella and ricotta in his home of General Rodríguez, a pampas city west of Buenos Aires. Mastellone delivered the products himself to Buenos Aires by train, selling it in La Boca, Barracas, and San Telmo neighborhoods, where most part of Italian immigrants had settled and were consumers of those cheeses.
Antonino Mastellone married Teresa Aiello on October 26, 1929, and that date was set as the official for the establishment of the company. Mastellone brought his first delivery truck in 1935, and incorporated the company in 1942; 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).
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.
Source officielle
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