Our tradition guides us
The tenacity, creativity and vision of Giuseppe Bigiogera, the baker from Bicocca who created “el super grissin de Milan”, are still the roots of our identity
1958 – 1968
WHERE IT ALL BEGAN: GIUSEPPE AND “EL SUPER GRISSIN DE MILAN”
To find the origins of Vitavigor we have to go back to the late 1950s, to a Milan full of energy. In the Bicocca area, then surrounded by fields and home to the first great factories of industrial Milan (Falck, Pirelli, Breda, Marelli…), stood the historic bakery of a family tradition. This is where Giuseppe Bigiogera worked. His bakery was successful and Giuseppe was talented, but he wanted more. Among the trials and experiments in the back room in Via Ponale, one in particular showed him the way: Milan needed his breadsticks. Better, tastier… crunchier breadsticks, “El super Grissin de Milan”. It was 1958 and Vitavigor was born, a brand that still bears his mark of vitality and energy, inspired by Latin: “Vita-vitae, Vigor-vigoris”, meaning “life and strength”. From a point of arrival, Milan became a point of departure: Vitavigor vans travelled across Lombardy, Tuscany and soon all of Italy.
1969
THE BUSINESS ADVENTURE: THE NEW VITAVIGOR FACTORY
Following the success of the products, a new factory was built just outside Milan (today’s headquarters in Cinisello Balsamo) to meet growing demand. The new equipment came straight from the most advanced European technologies: after a trip to Norway, G. Bigiogera chose the ovens (already used by the Plasmon factory in Milan) that allowed him to move beyond the old tray system.
One after another, his children Annalisa, Mario and Paolo followed him: the whole family supported the growth and modernisation of the company.
THE 1970s
THE RETAIL REVOLUTION: COMMERCIAL GROWTH
In the early 1970s Esselunga became the first large-retail customer, the start of a business partnership that continues today. In the 1980s GS, Standa, Pam… followed. The arrival of large-scale retail also changed the way the company was managed, reducing the number of sales agents, optimising costs and aligning the company with modern distribution changes.
THE 1970s-1980s
TOWARDS NEW HORIZONS: THE FIRST FOREIGN CUSTOMERS
Joes Poll, still our business partner in the Netherlands, was the company’s first step abroad, an important market the company strongly believes in and develops through an in-house export office and business partners around the world. After the Netherlands, the second historic customer is Australia, closely followed by Japan and Canada. Vitavigor’s presence abroad is constantly strengthened by taking part in international trade fairs: SIAL, ANUGA, Australia, Japan, China.
THE 1980s
DEVELOPING NEW PRODUCTS
After the turbulent 1970s, the 1980s were the time to expand and refine the range: new products were created, such as the five-cereal Soffietti.
- Products for foreign markets grew from one to six references, becoming a full line in boxes.
- Special attention was given to recipes, which became a key part of the Vitavigor philosophy: animal fats were replaced by Extra Virgin Olive Oil, which became the only fat in our products.
- Removing all animal fats from production at the factory opened the door to the kosher world
- Organic certification was obtained for Vitavigor-branded organic products, which are very successful on foreign markets.
THE 1990s
EXPANSION AND INNOVATION OF THE PRODUCTION LINES
The 1990s focused on the production process through expansion and technological innovation:
- a second production line;
- an enlarged finished-goods warehouse;
- automated packaging;
- a computerised dough room;
- a second two-storey warehouse.
2000
KEEPING UP WITH THE TIMES
At the start of the new millennium, to consolidate the company’s stability, Vitavigor became an SRL (limited company). The Quality Control office, in place since 1997, was formalised following the entry into force of the HACCP food safety regulations. Innovation continued, this time in the traceability of the raw materials used in production. In 2009 the company obtained IFS and BRC certifications.
TODAY
Vitavigor is a company in constant motion that always wants to keep up with the times, thanks to the passion and commitment of everyone who is part of it. The future is an ongoing challenge, both on international markets (consolidating our presence where we already are and looking at new markets) and in Italy (meeting the needs of large-scale retail and seeking leadership in other distribution channels, such as catering). The value of tradition and awareness of our roots are the solid foundations on which the growth of this company rests.
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