Nestle’ Sells Motta and Alemagna Brands

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Two famous brands, Motta and Alemagna, two icons of Milano’s Panettone, are returning to Italian hands. Bauli, a group of companies with revenues of more than $400 million, bought the brands from Nestle’, the multinational packaged food company headquartered in Switzerland. Good. I would also like to see Perugina and Buitoni leave Nestle’s Italian BRANDS possessions. Any volunteer to buy them?

Angelo Motta and Gioacchino Alemagna started as bakers in the early 1920s in Milano and they made Panettone. With much competition between them, they both grew their respective companies to become very big (8,000 employees), but not profitable. These companies were both sold to Nestle’ in the late 1990s. In my view, these are not companies any longer, as there is no product behind them. Forget the Panettone! They are BRANDS. Some big industrial factories will make their panettone using those brands.

On the other hand, Antica Dolceria Marchesi started in 1824. Angelo Marchesi is still the only master baker.  A great artisanal product is a good sign for a long life.

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