MartinoRossi, from niche production to international success through innovation and team spirit

In 2010, Stefano Rossi, in his early twenties, joined the company after an experience in a multinational seed company. At that time, MartinoRossi had around fifteen employees and a little over ten million in turnover.

Despite his young age, he immediately showed an entrepreneurial vision, realising that in order to be able to make a real contribution he had to know the company in every aspect. So he started from the bottom, first with general cleaning, then in the production lines, later in the supply chain and finally in the sales department. In each role he brought innovations, procedures and above all a great desire to grow.

A long and demanding path, made up of sacrifice and determination: 'I worked up to 12-14 hours a day and, if necessary, I did what was needed. Due to a lack of drivers, I even took the CE licence to drive the truck and did more than 100,000 km on the roads of northern Italy. I remember leaving at 05:00 in the morning to be back at 13:00 and devote myself to other activities in the company'. A gavetta that led him, in his early thirties, to become Managing Director.

The year 2010 marked another crucial moment: the company decided to specialise in high quality products free of gluten, soya, GMOs and major allergens, made with cereals and pulses from a controlled supply chain. A far-sighted choice, dictated at the time by President Giorgio Rossi, which turned what many called a 'niche' into a competitive advantage. 'At the beginning I lived that term as an insult, today I am proud of it,' says Rossi.

This strategy has enabled MartinoRossi to anticipate market trends and become a partner of choice for large international players, while protecting itself from direct competition and ensuring higher margins.

Another strong point of Stefano's leadership has been his ability to surround himself with the right people. The result is a young and strongly cohesive management team: with an average age of around 40, many of them were included in the first years of development and have shared the entire growth path together with Stefano. This has contributed to the creation of a collaborative climate, where professionalism and conviviality coexist. 'There is no lack of laughter and moments together even outside work, such as football tournaments, parties and what we now call team building,' underlines Rossi.

The real handover takes place in 2021, when Stefano Rossi becomes CEO with the delegation of the group's long-term development and the direct reporting of the general management to him.

It was a natural transition, won through achievements and fostered by respect for his father, who gradually passed on responsibility to him without forcing it.

Today, MartinoRossi is a strategic partner of some of the largest Italian and international industrial groups and retailers. The company's strength lies in the balance between innovation and rootedness: on the one hand, an in-house research team that has made the company a global benchmark in the food sector; on the other hand, a stable and motivated team that represents the beating heart of the company.

When Stefano joined the company he dreamed of reaching 40 million in turnover. Today that goal has been more than surpassed: in 2025 the company closed at 88 million and the outlook for 2026 is to exceed 100 million. From 2010 to today the number of employees has risen from 15 to 150, the tons produced per day from 50 to 500: numbers that tell of a tenfold growth in little more than fifteen years.

A journey made possible, once again, thanks to three key factors: vision, innovation and the ability to build a winning team.

*Director of the Academy of Strategic Communication