When you say “Gran Biscotto”, you immediately think of Rovagnati. However, behind this iconic product lies a business history spanning decades, marked by bold choices and innovative developments. For over half a century, the company has represented the quality, passion and tradition of Italian charcuterie. Founded in the 1960s in Biassono, Brianza, the company has evolved from a small family business into one of the leading players in the national and international markets for high-quality cured meats. Let’s discover the stages of Rovaganti’s success together on this journey through Italian flavours, culture and values.
A story of passion and innovation Made in Italy
The history of Rovagnati began after the Second World War, when Angelo Ferruccio Rovagnati started producing butter and cheese in Biassono, in the province of Monza and Brianza. His son Paolo decides to abandon his studies and follow him on this adventure.
In the 1960s, Paolo encouraged his father to experiment in the cured meat sector, focusing in particular on cooked ham, which had not been highly regarded until then. He was convinced that it was possible to produce high-quality cooked ham. In 1968, Paolo took over the management of the company, and with his constant commitment to researching new methods and solutions, he brought continuous improvements to processes and products, transforming a small family business into an industrial reality.
Gran Biscotto: the cooked ham that made history
In the 1980s, Rovagnati revolutionised the market by introducing Gran Biscotto, a cooked ham immediately recognisable by the branding on its rind, a technique previously reserved for raw ham. Alongside this product innovation, Rovagnati invested in communication: in the 1990s, the product appeared in teleshopping segments hosted by Mike Buongiorno during ‘La Ruota della Fortuna’ (The Wheel of Fortune), contributing significantly to the brand’s popularity.
Innovation and sustainability: Rovagnati looks ahead
In recent years, Rovagnati has successfully combined tradition with a strong focus on innovation and sustainability. The company has invested in advanced technologies, eco-friendly packaging, and controlled supply chain initiatives to ensure maximum food safety and minimal environmental impact. In 2012, RovaLab was also established – an in-house laboratory that conducts chemical, nutritional, and microbiological analyses to ensure quality, safety, and regulatory compliance – because commitment to the future starts with responsibility towards the local area and its people.
The taste of Made in Italy quality
Behind every Rovagnati product lies a commitment to excellence, from carefully selected raw materials to cutting-edge production technologies. Everything is designed to offer an authentic taste experience. With lines such as Snello Rovagnati – dedicated to those seeking taste and lightness – and Naturals, which focuses on 100% natural ingredients and meat from controlled supply chains, Rovagnati has been able to respond to the new demands of modern consumers, who are increasingly attentive to a balanced and sustainable diet, without sacrificing the pleasure of good Italian food.
Un marchio che parla italiano nel mondo
Rovagnati is not only a symbol of national excellence, but also an ambassador of Made in Italy taste abroad. Its products are available in over 20 countries in Europe and overseas, bringing the authenticity and passion typical of our gastronomic tradition to international tables. In 2021, the first production plant abroad was opened in Vineland, New Jersey, USA, an essential step towards combining Italian tradition with local tastes and needs.
Rovagnati today
The small family business in Biassono has grown into an empire with a turnover of €335 million and 1,200 employees. Over the years, it has also diversified and, alongside the production of cured meats, the group owns a historic brand of slicers, Berkel, and in 2017 acquired Pineider, a Florentine brand of excellence in the field of personalised paper, writing instruments and luxury leather goods.
Congratulations to those who bring their passion for quality and love of authentic Italian taste to the world.
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