Born in 1891, Zefferino Monini was assigned to the quartermaster’s during his national service where he managed a food warehouse. When he returned to Spoleto, in Umbria, he decided to set up a food business on the strength of this experience.
Contemplating the olive trees which made the Umbrian hills so beautiful, Zefferino had the brainwave which was the turning point in his career. He decided to turn his energies to the production of extra virgin olive oil, then much less well known than ordinary olive oil.
This is how ‘Zefferino Monini Olio di Oliva’ was born, and very soon sales expanded to the neighboring regions of Lazio, Marche and Emilia Romagna.
Zefferino wrote the first page in extra-virgin olive oil’s market history by making it accessible to an ever wider public beyond the confines of the Umbria region. However, during the war olive oil was rationed and production was temporarily halted.
It was only when the war ended and products were freed of rationing that production began again and his sons Nello, Giuseppe and Paolo joined their father in the lab and learnt its secrets and methods.
Until the 1950s shopkeepers generally sold oil by the liter from demijohns but after the war a new brainwave enabled Zefferino to get ahead of the game as far as future market demands were concerned. Monini thus decided to sell oil in an entirely new way, bringing in the first glass bottles which were better suited to distribution and consumption.
In the meantime the new Monini brothers’ generation found a place at the firm. Giuseppe decided to join his father in the raw material sourcing department while Nello, who had moved to Rome, opened a warehouse to speed up distribution in Lazio. Paolo’s aim was to strengthen the firm’s national presence and he was awarded one of the period’s most prestigious prizes: the Mercurio d’Oro.
The Italian economic boom proved the right time to take on board new ways of reaching a wider clientele now more inclined to spend on quality products. With the aim of breaking into new consumer markets, Monini threw itself enthusiastically into the earliest advertising.
To bring the firm into line with the technological, quality and service standards of the day, Monini needed a new growth strategy. That same year new company head offices were opened and forty new staff were hired.
Nello was hospitalized after a skiing accident when the advertising firm Monini had hired came to see him to discuss a new idea.
While they were strolling around the clinic’s park Nello’s attention was caught by the hands of a gardener at work.
This is how the iconic payoff ‘An olive pressing’ was born, accompanied by an image of that same hand grasping a handful of olives.
Changes in the Italian distribution system led to changes in the firm’s business framework from S.a.A to S.p.A. The firm continued to grow both in labor force – now 60-strong – and revenues which reached 60 billion lire that year.
These years marked a very delicate phase in the olive oil sector and the firm was looking for a partner to give the family business a boost.
The last word was the young Zefferino’s and he decided to sell 35% of the company’s shares to Star.
Grandpa Zefferino and father Giuseppe had great hopes of the young man who had been called after his grandfather and entrusted the firm’s future to him.
The young Zefferino set aside a promising skiing career to take on this precious legacy, becoming the firm’s Chief Executive Officer and thus taking the company’s reins together with his sister Maria Flora who became head of Image Communication and External Relations.
As extra-virgin olive oil’s spokesperson, Monini’s new aim was to become a byword for the oil sector outside Italy too. In 2000 Monini North America Inc. was set up with head offices in Norwalk in Connecticut which, some time later, transferred to its current head offices to Shelton.
In 2001 Monini invested in a modern olive farming business in New South Wales, Australia. 700 hectares of land were bought up of which 300 were to be farmed and a modern olive grove was planted there with more than 110,000 Frantoio, Leccino, Pendolino and Coratina olive trees taken as seedlings from Italy and grown under the Australian sun.
The desire to expand was accompanied by a new ambition to bring the family brand back to the family 100%, restoring its Spoleto identity to it.
After fourteen years with Star, Zefferino and Maria Flora decided to buy back the 35% shares ceded to Star in 1988: ‘our family oil’ is once again fully in our hands and safe from multinational pressures.
Monini Polska was born, a branch with head offices in Poznan in Poland, a country in which Monini is a market leader with an over 20% market share.
Together with its partner Emiliani S.r.L. Monini founded a new firm with head offices in Maranello near Modena: Emilia Aceti S.r.l. with a 2.5 million liter capacity making various qualities of Modena balsamic vinegar.