Morando

What Morando does

Morando S.p.A. is an Italian pet food manufacturer founded in 1955 by Enrico Morando and headquartered in Andezeno (Turin), operating under the direction of parent Morando Holding S.r.l. The company produces complete and specialized nutrition for dogs, cats, and horses, organized into a tiered brand portfolio spanning classic (Migliorcane, Migliorgatto), premium (Prestige, I Preferiti, I Deliziosi, Le Tradizioni Italiane), and superpremium (Miocane, Miogatto, Morando SuperPetFood, Mono-Pro Professional) segments. Flagship dry brand Migliorcane has held Italy's Brands Award for rotation index in pet food for four consecutive years through 2025.

The company's production is split across two IFS-certified (highest level) plants: the Andezeno facility for dry food (over 100,000 tons/year, automated warehouse with 7,000+ pallet positions) and the Molfetta (Bari) facility for wet food (over 140,000 tons/year, producing 250 million cans, 70 million trays, and 60 million pouches annually). Combined footprint exceeds 90,000 m2. Products are distributed domestically through five platforms serving pet specialty stores, pharmacies, and large-scale retail (GDO), alongside a company outlet (spaccio aziendale) at Andezeno. International exposure is limited to exports to Spain and former Yugoslavia. The company also operates a B2B private label / contract manufacturing arm supported by an in-house R&D function.

The revenue model is primarily branded CPG sales through multi-channel retail, supplemented by B2B contract manufacturing. Pricing is not publicly disclosed. The marketing mix spans traditional advertising (TV, radio, print — including a 2023 #1-ranked "Il miglior modo di amarli" spot by Spot and Web), digital campaigns, social media, a Spotify-branded pet content project, and active presence at major pet industry trade shows (Zoomark, Interzoo, Quattrozampe in Fiera). Educational content is produced in partnership with the University of Turin's Department of Veterinary Sciences (EduPet initiative). No public revenue, headcount, or ownership disclosures are available; the firm is privately held with no funding rounds or M&A activity recorded.

Name

Morando

Legal name

Morando S.p.A.

Website

https://morando.it

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Morando is a privately held Italian pet food manufacturer founded in 1955, producing dry and wet food for dogs, cats, and horses across tiered brands from two IFS-certified plants in Andezeno and Molfetta, distributed nationally in Italy and exported to Spain and the former Yugoslavia.

Ownership category

akta.pro rank

Product category

Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)

akta.pro secondary industries

Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Life-Stage & Breed/Size-Specific Formulas (CRADAFAG), Custom & Private-Label Pet Food Manufacturing (AFADAFAO)

Keywords

• Pet food manufacturing
• Dog and cat nutrition
• Equine feed production
• Private label pet food
• Made in Italy pet food

Headquarters

HQ city

Andezeno

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Pet Food Product Sales: Core revenue generation through manufacture and sale of branded pet food products for dogs, cats, and horses under multiple brand tiers including Migliorcane, Migliorgatto, Miocane, Miogatto, Morando Professional, and SuperPetFood. Products sold through retail, pharmacy, and specialty pet store channels.
2. Private Label Manufacturing: B2B contract manufacturing services for retailers and brands seeking complete product lines for small animal nutrition. R&D department supports design of customized product lines using selected high-quality recipes and ingredients. Production flexibility allows for highly palatable foods with perfect nutritional balance. Contact: [email protected]

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Morando S.p.A. manufactures and sells branded pet food products for dogs, cats, and horses under multiple brand tiers including Migliorcane, Migliorgatto, Miocane, Miogatto, Morando Professional, SuperPetFood, and Le Tradizioni Italiane. The company also offers B2B private label/contract manufacturing services, leveraging an in-house R&D department to design customized pet food lines for retailers and brands using high-quality recipes and ingredients.

Product overview

Morando is an Italian pet food company founded in 1955 by Enrico Morando, operating as a comprehensive pet food manufacturer with products for dogs (cane), cats (gatto), and horses (cavalli). The company offers multiple product lines organized across different market tiers: core brands (Migliorcane, Migliorgatto), monoproteic lines (Unico, Mono-Pro Professional), premium offerings (Prestige, I Preferiti, I Deliziosi, Le Tradizioni Italiane), superpremium ranges (Miocane, Miogatto, Morando SuperPetFood), and specialized formulations (Migliorgatto Sterilized). The product portfolio includes both wet and dry food formats in various packaging (tins, trays, pouches). For horses, Morando provides specialized nutrition lines covering maintenance, competition, breeding, and forage needs. The company operates two production facilities in Andezeno (dry food) and Molfetta (wet food) with a combined output exceeding 100,000 tons/year dry and 140,000 tons/year wet food.

Differentiator

Problem solved

Functional benefit

Brands

• Migliorcane Unico: Single protein dog food line that won 'Product of the Year' 2017 award
• Migliorgatto Unico
• Migliorgatto Sterilized
• Miocane
• Miogatto
• Morando Professional
• Morando SuperPetFood
• Migliorcane I Preferiti
• Migliorgatto I Deliziosi
• Migliorcane Prestige
• Migliorcane Professional
• Migliorgatto Professional
• Le Tradizioni Italiane (Dog)
• Le Tradizioni Italiane (Cat)
• Morando Cavalli Maintenance
• Morando Cavalli Fioccati
• Morando Cavalli Competizione
• Morando Cavalli Allevamento
• Morando Cavalli Foraggi e Ausiliari

Products and services

• Migliorcane
• Migliorgatto
• Migliorcane Unico
• Migliorgatto Unico
• Migliorgatto Sterilized
• Miocane
• Miogatto
• Morando SuperPetFood
• Morando Professional (Mono-Pro)
• Le Tradizioni Italiane
• Migliorcane I Preferiti
• Migliorgatto I Deliziosi
• Migliorcane Prestige
• Morando Cavalli (Horse Feed Line)
• Private Label / Contract Manufacturing

Quantifiable outcome

• MigliorCane Dry Dogfood won 'Best Brand for Rotation Index in Pet Food' category for three consecutive years (2022, 2023, 2024) and continued winning in 2025.
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Mondadori StorecoreGTM or Marketing Partner · 5 January 2024Integrated digital and in-store marketing campaign for Migliorcane and Migliorgatto - Le Specialità Italiane product line. Campaign ran from December 5 to January 9, featuring in-store promotions and digital communications.
• Frida's Friends OnlusminorOthersCharitable partnership supporting pet therapy programs in hospitals. Morando contributed by supporting two new therapy dogs (Nono and Yuma) joining the Frida's Friends team. Campaign hashtag #ilmigliormododiaiutarli #morandopetfood.
• Lega Nazionale per la Difesa del CaneminorOthersCharitable partnership for animal welfare. Morando supported 'Il miglior modo di aiutarli' (The best way to help them) charity project and earthquake relief efforts for animals in earthquake-affected areas of Central Italy.
• Casa Francesca OnlusminorOthersCharitable partnership with animal shelter in Refrancore (province of Asti) that cares for disabled and terminal animals. Morando has been supporting the association for several months, donating products equivalent to approximately 5,000 meals.
• Breast Unit del Sant'Anna di TorinominorOthersSupport for projects of the Breast Unit at the Città della Salute e della Scienza di Torino. Since 2014, Morando has contributed to funding equipment and maintaining nursing staff, with over 4,000 women operated and followed in post-surgical rehabilitation.
• Triangolo Sport EventsminorOthersSponsorship of 'CORRI SOTTO LE TORRI' (Run Under the Towers) non-competitive running event in Alba, Italy. Morando has been the official sponsor for 16 consecutive years.
• Quattrozampe in FieracoreOthersMorando is a major participant and sponsor of Quattrozampe in Fiera, an experiential event dedicated to pet owners held in multiple Italian cities including Milan, Turin, Rome, Padova, and Naples.
• University of Turin - Department of Veterinary SciencescoreStrategic or Co-development PartnerCollaboration with Dr. Emanuela Valle from the Department of Veterinary Sciences at the University of Turin to develop educational video content about dog and cat nutrition, providing expert advice through the EduPet initiative.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Monge Spa: Monge is an Italian pet food manufacturer founded in 1963, producing branded dog and cat food (Monge, Simba, Gran Dog, LeChat) plus private-label. Directly comparable in geography, product portfolio, B2B contract manufacturing, and channel mix (GDO, specialty, pharmacies).
• Farmina Pet Foods: Farmina is an Italian premium pet food manufacturer known for its natural, grain-free, and veterinary-formulated lines, similar to Morando's superpremium/Unico/Sterilized offerings. Both companies serve Italian pet owners with a branded multi-tier product structure.
• Almo Nature: Almo Nature is an Italian pet food company (now part of the Monge group) known for natural and wet-format dog and cat food. Directly comparable as an Italian wet-food specialist in the superpremium tier.
• Affinity Petcare (Trainer / Schesir): Affinity Petcare (owned by Mars Petcare) operates the Trainer and Schesir Italian pet food brands, plus contract manufacturing of branded and private-label pet food. Overlaps with Morando on multi-tier Italian pet food brands distributed through GDO and specialty channels.
• Forza10: Forza10 is an Italian pet food company specializing in functional and veterinary-formulated diets. Compares to Morando on specialized/functional positioning (Sterilized, Unico, Morando Professional Mono-Pro) and Italian heritage.

Broad incumbents

• Royal Canin: Royal Canin (Mars Petcare) is a global premium pet food leader with deep presence in Italy through veterinary and specialty channels. Comparable as a broader incumbent competing for the same superpremium pet owners Morando targets with its Professional and SuperPetFood lines.
• Purina (Nestlé): Purina is Nestlé's global pet food division with significant Italian market share through brands like Felidae, Gourmet, and Friskies. Comparable as a broad incumbent competitor across mainstream, premium, and wet food segments where Morando operates.
• Hill's Pet Nutrition: Hill's Pet Nutrition (Colgate-Palmolive) is a global science-led pet food company with strong veterinary and functional diet positioning in Italy. Comparable to Morando's Migliorcane Unico / Sterilized offerings as a broader player in therapeutic and functional pet diets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xlinkedin.com/company/morando-s.p.a.
• YouTubeyoutube.com/user/morandotv
• Facebookfacebook.com/morandopetfood
• LinkedInlinkedin.com/company/morando-s.p.a.
• Instagraminstagram.com/morandopetfood_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morando