REV: APRIL 10, 2013
JOSE B. ALVAREZ
Francesco Mutti, owner, CEO, and great-grandson of the founder of Muttia S.p.a., ran the 113-year old Parma, Italy–based tomato-processing company whose tagline for decades had read: “Solo pomodoro. Per passione.” (Only tomatoes. For passion.) Mutti sales grew from €11 million in 1995 to
€185 million in 2011, without producing items for store brandsb in a market in which these offerings were steadily gaining share (see Exhibit 1 for Mutti’s financials). Tonnage of tomatoes processed increased from 30,000 in 1995 when Francesco had joined the management team, to 184,000 tons in
2011. From 3 …show more content…
a For clarity in this case, Mutti will refer to the company; family members will be referred to by their first names. b Store brands were a line of products sold by a retailer under a single marketing identity, which often included the retailer’s
name. Store brands were also referred to as private labels, own brands, or house brands.
Senior Lecturer Jose B. Alvarez, Global Research Group Executive Director Carin-Isabel Knoop, and Agribusiness Program Director Mary
Shelman prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management.
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