Perugina, Motta-Alemagna, Warner Lambert, Pfizer, Cadbury Schweppes, Nestle. What these companies have in common
They all owned Rossana candies, an invention of the made in Italy which, judging by the passing of hands, has caused a furore around the world and whose death in recent weeks was feared, given the fact that Nestle’s intention to sell them to focus on Perugina kisses. To save them, this time, two brothers intervened: Fabio and Maurizio Balconi, whose surname is the same as the snacks that do not advertise and which cost little while guaranteeing Italian quality and workmanship. BALCONIES FULL OF CANDIES
But the Balconi brothers, as Il Corriere recalls, are the entrepreneurs who made the headlines in 2011 “for having sold the family business to the Clessidra fund which with this investment made its debut on the supermarket shelves. The operation signed by president Claudio Sposito (in the photo) had enhanced the Balconi confectionery of Nerviano, in the Milanese area, about 100 million “. And, as any good self-respecting private equity fund does, Clessidra had grown the snacks up to 160 million in turnover and in May had sold them to the multinational Valeo Foods. The history of the Balconi is the typical history of the craftsman who, in the 1950s, transformed his workshop into a company, which today is among the top five in Italy in its sector and sells 55% abroad.THE IDEA OF THE PASTICCIERE MICHELE
We are in 1953 and Michele, a very young pastry chef, founded the company that bears his surname: he produces sweets based on sponge cake, to which wafers and biscuits have been added today, with the acquisition of the Biscottificio Baroni of Verona, under the management of Clessidra. “Michele has a precise idea in mind – reads the group’s website – to offer mothers and their children an industrial product of artisanal quality. A good product, made with high quality raw materials, but sold at a reasonable price “. Therefore non-GMO raw materials, no hydrogenated fats, dyes and preservatives, rigorous quality controls and modern technologies. How does he do it
“By making smart choices. Minimizing production costs, fully automating our production processes and avoiding waste. Our 2 factories extend over an area of ​​approximately 38,000 square meters and employ 186 people on 8 production lines, active 24 hours a day. We produce well over 5,000,000 snacks every day: as many as the inhabitants of Berlin, Chicago or Madrid! ”. THE DISPOSAL AND THE NEW INVESTMENTS
Who knows what Michele’s two sons had in mind when they sold the capital 58 years later. Maybe to grow
Maybe then to be able to stay in a more profitable business
The fact is that as soon as possible they chose to invest the proceeds from the sale at Clessidra to return to producing sweets. They did so by acquiring Fida, an Asti company specializing in candy, for 17 million. Fida is the producer of Bonelle, Tenerezze, Gocce di Pino, Le Irresistibili and has been owned since 2006 by the private equity fund of Credem, of the Maramotti family (the ladies of Max Mara, so to speak) who at a certain point diversify into food. Over time they add Charms and Sanagola to the historical brands, buying them back from abroad. “Since the entry of the fund – reads the official note commenting on the operation, as reported by the Piccolo – Fida has increased its turnover by 50% and has more than doubled its presence in large-scale distribution. At the helm of Fida,Eugenio Pinci who “will keep a stake in the company together with the management”. THE SMALL CARAMEL FACTORY THAT FLIES
So, a small company – its market share is 3.5% – but it flies. And that, continues Il Corriere, “in the first quarter there was a 3.6% growth in sales in the hypermarket channel and a 7.4% increase in bars and tobacconists. It will be at the Balconies to find new spaces. One has already been identified: selling sweets through an online platform. And to capture young people also on social networks “. … AND WANTS TO CONQUER YOUNG PEOPLECapturing the attention of these sections of the population with a product that is ninety years old, which was fashionable in the sixties and which bears the name of the woman loved by Cyrano de Bergerac, will be no small feat. Meanwhile, the operation – the value of which is unknown – will be completed by the end of the month and as reported by La Stampa, and will not be limited to the Rossana, which are the point product, but will extend to the “Fondenti, Glacia, Fruttallegre , Lemoncella and Spicchi “. A decisive expansion of the Fida range that was born “in 1973 – we read on the group’s website – from the intuition of making soft fruit-flavored jellies with an artisanal processing method”, up to conquering “a leading position in the market jellies “, which are” all produced in the modern Castagnole delle Lanze plant “,WITH LE ROSSANA TURNOVER AT 20 MILLION
What the enterprising Balconi will do They will
strengthen production and will aim straight to raise the turnover up to 20 million. And they are already greeted at home as the benefactors who bring home what belongs to Italy: which looks like a candy and instead is the symbol of stolen Italianity. As if it weren’t all about business.

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