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February 7, 2022

Amadori acquires fellow meat processor Rugger in all-Italian deal

Rugger produces the well-known Lenti brand of ham at its factory in Turin.

By Andy Coyne

Italy-based poultry heavyweight Amadori has diversified through the acquisition of local ham maker Rugger.

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Rugger, founded in 1935, produces the well-known Lenti brand of ham at its factory in Turin – the brand being named after the family which owns the business.

In 2020, the company recorded a turnover of EUR43.9m (US$50.1m). Most of its sales are in its domestic market but it does export to countries including Germany, France and the UK.

Cesena-based Amadori – which had a turnover in its 2020 financial year of EUR1.23bn – said the acquisition, for an undisclosed sum, fits with its plan to grow the business in the high-end, cured meat category.

CEO Francesco Berti said: “Bringing our know-how to other market areas such as pork and cured meats, focusing on the high-end product range, represents a choice that is fully consistent with our corporate mission towards a supply chain – that of pigs – that we aim to make national, integrated and increasingly sustainable.

“Being able to count on Lenti’s experience is undoubtedly a precious opportunity for mutual growth that will give new impetus to a sector of absolute excellence for Italian agri-food in the world.”

Ruggero Lenti, the current head of Rugger, said: “The sale gives us the opportunity to accelerate and strengthen the growth process started, with the possibility of increasing the distribution of products throughout the country through the development of important market synergies with a group like Amadori.”

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Free Report
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Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
  • Understand the current market dynamics of the Meat and Meat Alternatives Sector
  • Assess strategies implemented by companies to better penetrate the market
  • Understand the key themes in the market that these companies and their respective products appear to be targeting
  • Marketing / Advertising strategies being used by these players for specific products
  • Other segment-specific analysis (packaging, design, flavors etc.)
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by GlobalData
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