Case | HBS Case Collection | January 2013 (Revised April 2013)

Mutti S.p.a.

by Jose B. Alvarez, Carin-Isabel Knoop and Mary Shelman


Francesco Mutti, owner, CEO, and great-grandson of the founder of Mutti Spa, ran the 113-year old Parma, Italy-based tomato-processing company. Mutti sales grew from €11 million in 1995 to €185 million in 2011, without producing for store brands in a market in which these offerings were steadily gaining share. The company's leaders wanted to make sure Mutti maintained its position in Italy and further, to move into a leadership position in several countries around the world. What was next for the family firm and brand leader from northern Italy's Emilia-Romagna region? How would the singularly focused, consensus-driven firm fare in an increasingly competitive, globalizing retail landscape?

Keywords: Agribusiness; strategy; Plant-Based Agribusiness; Family Business; Competitive Strategy; Global Strategy; Retail Industry; Agriculture and Agribusiness Industry; Italy;


Alvarez, Jose B., Carin-Isabel Knoop, and Mary Shelman. "Mutti S.p.a." Harvard Business School Case 513-034, January 2013. (Revised April 2013.)