Agro-industry

MartinoRossi grows with protein flours and plant-based retail products

In one year, revenues from the direct marketing of herbal preparations increased from 1.5 to 8 million on a turnover of 72 million

by Maria Teresa Manuelli

28 July 2025

Farine di MartinoRossi per la linea plant based dei ristoranti Miscusi

3' min read

Key points

Research that photographs change
New retail brands
Core business b2b
About a factory in the USA

3' min read

The transition to plant-based food is no longer a niche phenomenon, but an established reality that is reshaping the strategies of Italian agri-food companies. This is clearly demonstrated by the evolution of MartinoRossi, a historic company from Cremona that in 2025 celebrates its first 70 years of activity with a significant growth budget and a diversification strategy that has taken it from the traditional b2b world directly onto the shelves of large-scale distribution.

Research that photographs change

The starting point for the company's strategy is a research study commissioned from AstraRicerche that photographs an Italy in profound dietary evolution. The data are eloquent: in the next five to ten years, the omnivorous diet is expected to lose significant ground, dropping from the current 56% to 38% of the population, while flexitarian and vegetarian diets will grow significantly, from the current 14% to 22%.

45% of Italians want to increase their consumption of plant-based products, the research shows, with a significant peak among Gen Z women at 61%. "The results of this research have further encouraged us to continue on our path of innovation, with a focus on transparency and simplicity of ingredients," says Stefano Rossi, the company's CEO, explaining how expertise in the production of functional ingredients has been transformed into a range of finished products for the end consumer.

New retail brands

The growth of MartinoRossi's retail business tells an accelerating story. If last year the company's proprietary brands in the retail channel invoiced EUR 1.5 million, this year the figure has jumped to EUR 8 million, with forecasts indicating a further doubling to EUR 16 million for next year.

The most significant figure relates to the weight of the Beamy brand, which alone accounts for 50% of retail sales, positioning itself as the locomotive of growth in the plant-based products segment. Added to this are the other brands in the portfolio: Goodly for breakfast, Mr. Beans for sweet and savoury snacks, and Mais Corvino, which together complete the offer for the end consumer.

The figure for e-commerce is also interesting: with 100,000 euro in online sales, the digital channel still represents a marginal but rapidly expanding share, with the aim of doubling this year.

The b2b core business

Despite the expansion into retail, the heart of MartinoRossi's business remains firmly anchored in the b2b business, which generated a total turnover of 72 million euros in 2024. "If fifteen years ago MartinoRossi was a predominantly national family business, today we are a highly innovative company projected towards internationalisation, with a clear and ambitious vision for the future," explains Stefano Rossi. The company, based in Malagnino in the province of Cremona, has built a leadership position in the production of flours, clean label functional ingredients and high quality protein products, serving major international food groups.

The company's competitive strength lies in its direct control of the supply chain: MartinoRossi manages over 16 thousand cultivated hectares through agreements with more than 700 partner farms spread across seven Italian regions. An integrated model that guarantees complete traceability and high quality standards, elements that are increasingly appreciated by the international market, so much so that exports now account for 50% of total turnover.

Towards a factory in the USA

Looking to the future, MartinoRossi has significant investments planned, including a project to build a factory in the United States. However, as Rossi specifies, the project has been frozen because 'now is not the ideal time: there is no stability'.

Optimising plant-based formulations, both in terms of clean labelling and improving the nutritional profile, is one of the main strategic focuses. "Our products are rich in protein and fibre, boast a short ingredient list as well as being good and for everyone, as they are totally allergen-free," emphasises the CEO. "This approach goes precisely in the direction of overcoming the barriers and prejudices that still accompany plant-based proposals, which are often perceived as too restrictive or with a very long ingredient list and the presence of various allergens.

The strategy of MartinoRossi, with 140 employees and a catalogue of more than 1,100 processed and customised products, fits in with the trend highlighted by AstraRicerche research: 73% of consumers of plant-based products say they are satisfied with the ingredients and nutritional profile, while 70% appreciate the taste.