BRAND HISTORY

Come and discover the history of our brand and of the large Italian organic projects and initiatives in which Gino Girolomoni played a part.
 
FROM ALCE NERO® TO MONTEBELLO®

In 2004 we come to the parting of ways with the Alce Nero brand and the birth of Montebello, with a logo that is a miniature representation of the Monastery.

But how did we get to this point? Let’s try to recap things a bit. In 1999, the Mutual Company Alce Nero and the Mutual Company Conapi founded “Mediterrabio S.r.l.”, which channeled the trademarks of the two, “Alce Nero®” and “Mielizia®“, with the mission of distributing the products of both Co-ops on the market. In 2000, Coop Fond makes its entrance as financing shareholder in the equity of Mediterrabio. From there on, management will be supervised more and more by persons trusted by Conapi and Coop Fond, with Alce Nero gradually being excluded. The lack of shared company and marketing strategies and the impossibility of having a say in the most important decisions will force Co-op Alce Nero to leave the company structure of Mediterrabio.

The goal of the Mutual Company was to regain control over its brand on the basis of extra-company agreements signed between the parties, but the opposition of the other shareholders and the prospect of long disputes in court, with costs that were difficult to sustain, prompted Alce Nero not to venture in this direction.

The only solution approved by the counterparty was to come to a settlement, through which Mutual Company Alce Nero sold its shares: the transfer took place on April 1 2004. It is from that moment onward that studies begin to develop the new “Montebello®” brand, which is launched on the market at the beginning of 2005.

FROM MONTEBELLO® TO GIROLOMONI®
In 2012, however, decisions had already been made with Gino Girolomoni to newly configure the brand: the name Girolomoni® will thus come to fully replace Alce Nero and Montebello: the place of the Indian chief to which the first brand was inspired leaves room for this farming “leadsman” who has spent his life galloping with all the breath he had in his lungs to promote organic agriculture, to tell the tale of his land and to sell his products. Those products that the co-op is still capable of offering on the market thanks to what it has inherited.