When Baldassarre Giacomo Monge announced in the 1960s that he wanted to create canned food for pets, many looked at him in disbelief. ‘Only a madman would think of selling that stuff!’ people said at the time. In an Italy still tied to the idea that dogs and cats could be fed table scraps, the idea seemed decidedly unconventional. Yet, as often happens in entrepreneurial stories that change the course of an industry, behind that vision lay courage, a spirit of innovation and a deep belief in his ideas. This is the story of a man, his region and a small family business that has become a symbol of Italian excellence around the world: we are talking about Monge, now the Italian leader in pet food.
An idea among the hills of Piedmont
It is 1960, in Monasterolo di Savigliano, in the province of Cuneo. Baldassarre Giacomo Monge, born in 1934, works in the family poultry farm and comes up with the idea of using processing waste to create safe, nutritious food for pets. No longer just leftovers, but carefully studied and controlled food, the result of research and care for health.
The first tests were not conducted in sophisticated laboratories but by the family dog, Axel, who became the first loyal taster. It is from this authentic relationship with animals that the spirit of the company was born: feeding with care, respect and quality.
The founding of the company and the first major innovations
In 1963, Monge & C. was officially founded, becoming the first Italian company to specialise in pet food production. The first steam-cooked tins began to appear on the market, slowly changing the habits of Italian families. It was a cultural change rather than a commercial one.
In 1975, Monge introduced the easy-open lid, a small everyday gesture that simplifies life for millions of people. In 1989, another significant innovation was developed: pâté in tubs, which would become one of the most iconic formats in the sector. In the years that followed, new lines of wet and dry foods, new recipes, in-depth nutritional studies and increasingly modern and sustainable packaging followed one after another. Research is ongoing, as is the pursuit of perfecting the nutritional experience for pets.
Growth, family and Made in Italy identity
Monge’s strength lies in its ability to grow without compromising its identity. Even today, the company continues to manufacture entirely in Italy, in its historic Piedmontese factory, which has been expanded and modernised over time. This choice is not only industrial but also cultural, ensuring traceability, control of raw materials and attention to every stage of production.
The company remains family-run, with Baldassarre Monge as Honorary President and the younger generations committed to carrying forward its values and vision with an international outlook. The history of Monge is therefore also a story of continuity and roots: a balance between Made in Italy manufacturing tradition and constant innovation.
A global presence
From its modest provincial beginnings in the 1960s, Monge has evolved into a global leader in pet food. Today, it produces approximately 350 million cans per year and distributes its products in more than 100 countries. It has hundreds of employees and a turnover that consistently ranks among the highest in the industry in Europe.
It is not just about numbers, but about recognition: the Monge model has helped build the Italian Pet Economy, transforming the relationship between people and pets into one of care, well-being and affection.
Fun facts and brand spirit
Despite its international growth, Monge has never abandoned its ties to its place of origin. The factory remains in Monasterolo di Savigliano, the company’s logistical and symbolic heart. The logo, language, and communication have retained the same affectionate, familiar tone: not a distant brand, but a daily presence in the homes of those who live with a pet.
And today, Axel, the first dog taster, remains part of the company’s myth: a reminder that the story began not with a strategy, but with a sincere bond.
An example of Italian excellence that speaks to the future
Monge’s story demonstrates that even ideas that initially seem impossible can change a market if they are backed by vision and constant hard work. It is a profoundly Italian story, rooted in the local area, family business, innovation and quality.
It is also an example of how ‘Made in Italy’ is not just about fashion, design, or gastronomy: it encompasses industrial culture, attention to product quality, and the ability to improve the daily lives of people and their pets.
Congratulations to those who bring Italian pet food to the world with the same passion as on the first day.
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