Innovating a traditional product such as milk: the challenge facing Malgherosse

Thus, each brings the wealth of knowledge and experience from their own specific field. “This is where the idea of creating synergies between different professionals to generate shared value came from,” say the Ruggeris. Forging strategic alliances makes it possible to capitalise on the skills available in the local area and, at the same time, build a supply chain based on lasting partnerships, with a view to achieving results that would be difficult to attain on one’s own.

We live in an age in which not only consumers but also farmers themselves seem to have lost sight of the value of milk. Once an indispensable part of Italian breakfasts, statistics show that we are now witnessing a gradual decline in its consumption. Malgherosse’s aim is to give milk a new narrative that reposition it as a nutritious, protein-rich food and increase the opportunities for people to consume it. Hence the idea of stocking vending machines in schools, offices and gyms with cartons of chilled milk.

The dairy sector is subject to two conflicting narratives: whilst, on the one hand, the image of the idyllic farmstead where herds graze peacefully remains deeply rooted in the collective imagination, on the other hand, investigative journalism has brought to light reports of intensive livestock farms where cattle are kept in the worst possible conditions.

The reality is that there are countless nuances between these two extremes. Malgherosse’s philosophy is to provide the utmost care and attention to the animal whilst recognising its place within a production cycle. This is a complex challenge both to put into practice and to communicate. For this reason, the company has chosen to raise its profile through a disruptive social media strategy, organising visits to the farm for children and young people and setting up a bed and breakfast to bring city dwellers closer to the farming world.

In practical terms, Valeria and Giuseppe explain how they have changed the way they conceive, design and build livestock housing in order to respect the zoology and way of life of the animal. This does not mean humanising the animal, but allowing it to express its nature as a grazing ruminant. This requires spacious areas and a floor surface made of organic material that ensures a level of comfort similar to that of grazing, promoting freedom of movement, easy access to feed, and a state of wellbeing and safety.

For years, innovation has focused exclusively on the needs of the milker, transforming barns into sterile factories full of machinery, robots and sensors. Malgherosse has realised that innovation today is not synonymous with automation. It means finding solutions capable of reconciling two seemingly conflicting requirements: those of production and those of the animal. “Cattle, as living beings, must be cared for by another living being. You cannot robotise everything: only humans have the sensitivity to understand their needs,” explains Valeria. It is no coincidence that the human presence is another factor that sets the farm apart, and its 40 staff members are proof of this. A community of people from every corner of the globe who have found in the dignity of work the foundation of their integration.

Ultimately, Malgherosse is a company capable of creating value in a widespread and sustainable manner. It values people, promoting inclusion across different cultures; it protects animals, providing them with environments that allow them to express their natural instincts; it invests in environmental sustainability, adopting circular economy models; and, finally, it strengthens the local economy through meaningful partnerships. The figures confirm the validity of this strategy because, as Giuseppe Ruggeri is keen to point out, ‘the market is the true judge’.  

(*) Director of the Academy of Strategic Communication