birth of large companies is often due to an intuition
which is able to satisfy a market demand. In the ‘20s
marketing theories were yet to be written, but Zefferino
Monini was able to understand the market needs and started
specializing in the production of Extra Virgin olive
oil in a moment in which only olive oil was being marketed.
The geniality of Zefferino Monini’s intuition
made his fortune, that of his sons and then of his grandsons.
The Monini family, in over 70 years has been able to
consolidate the message of their founder making his
idea a reality, which today gives work to over 90 people
and which from Spoleto exports the Monini name all over
the world. This has all occurred thanks to the objective
that the Monini family has ser itself over the years:
the ability to combine the value of tradition with the
requests of ever more demanding consumers. In 1988,
because of this need to understand the market, an agreement
with Findim come to life; the financi°al company of
the Fossati family, to which Monini SpA sold 35% of
its shares thus creating interesting opportunities for
commercial strategies to undertake.
In 2002 the 35% share of Findim returned to the Monini
family. The decision to continue on its own is part
of a strategy which strives to differentiate Monini
from its direct competitors such as Carapelli and Bertolli
(both owned by large multinational companies).
Furthermore, Monini intends to strengthen its export
markets, especially the USA where in the year 2000 a
Monini branch was opened and in Australia where 700
hectares of olive trees were planted.
The current Managing Director of the company is Zefferino
Monini, nephew of the founder, whereas his sister Maria
Flora manages communication and publicity strategies
regarding of the family company.
With them work a group of skille°d collaborators who,
from the green Umbrian region help to maintain and expand
the Monini name both in Italy and the world.
Monini Spa produces 25.300.000 litres a year of which
21.700.000 is Extra Virgin olive oil, equal to 86% of
the entire company production.
The production covers private label brands, the niche
markets of organic and DOP Extra Virgin, flavoured Extra
Virgin and olive pastes.
The turnover for 2002 was € 93,8 million, of which
25% derived from exports to over 45 countries. The company
covers 22.000 sqm with 10 production lines which guarantee
a production capacity of 15.000 litres/hour (85% Extra
Virgin) in various sizes, furthermore, with over 170
storage tanks in stainless steel, Monini SpA has a storage
capacity of 50.000 hl of oil. This capacity, given by
tanks of different dimensions (from 60 to 1.400 hl)
is necessary to keep separate the multitude of different
fragrances of Extra Virgin olive oils.
br> Today Monini SpA has an internal, modern and efficient
laboratory, with specialised personnel and innovative
equipment for the control of the chemical and physical
characteristics of all the oils received, stocked, bottled
and sold. Particular attention is placed on the control
of pesticide residue and sensorial tests, the latter
carried out in all phases of production, in a specific
tasting area by a group of expert tasters under the
guidance of Zefferino Monini (in 2001/2002 over 8.000
tasting tests were carried out of which 3.000 directly
by Zefferino Monini). The lab does a total of 60.000
analysis per year.