Arcangelo, Danilo and Diego Cennamo, three young entrepreneurs from Campania, in 2009 created a dynamic company with a strong vocation for internationalisation. Indeed, Cennamo S.r.l. is one of the most competitive companies on the international market, where it has managed to launch new marketing and distribution channels for its products. ‘The pet food market continues to grow globally, driven by an increased awareness of owners regarding the quality and nutrition of their four-legged friends. In this scenario, exports undoubtedly represent a strategic opportunity for Italian companies in the sector,’ says Danilo Cennamo, financial manager of a company present in Italy and in more than 40 countries worldwide, in this long interview.
by Roberta Imbimbo

Dr. Cennamo, in what context does Cennamo S.r.l. operate today?
Our company was founded in 2009 with the ambitious goal of becoming an important reference point in the pet food production market, produced using exclusively selected ingredients and strictly controlled production processes. Today Cennamo S.r.l., present in more than 40 countries worldwide, is a highly appreciated and globally recognised brand. Initially operating only in a national context, over time it has successfully undertaken a process of internationalisation in some foreign markets, mainly in Europe and Asia.

The decision to open up to foreign markets has proved successful. What are the reasons that have pushed you across borders?
A small premise is necessary. In recent years, the role of companion animals within society has undergone a profound transformation, evolving from simple domestic presences to full-fledged family members. Over the same period, attention to the wellbeing of these animals has increased significantly, leading owners to increasingly seek out high quality, healthy and balanced foods that meet the specific nutritional needs of their four-legged friends. As a result, global demand for pet food has experienced unprecedented growth (and the global pet food market is expected to experience double-digit growth by 2030), prompting the industry to develop increasingly innovative and wellness-oriented products. Realising in advance the numerous growth opportunities offered by some foreign markets – Made in Italy is synonymous with quality and food safety, characteristics that are highly appreciated by foreign consumers – with a far-sighted vision, a few years ago Cennamo S.r.l. decided to embark on a path of geographic expansion in some as-yet unexplored markets. The exponential increase in demand at international level; the need to differentiate the offer and consequently mitigate risks, reducing dependence on the domestic market; the desire to increase brand visibility, increasing brand reputation also at international level, are just some of the reasons that have prompted us without hesitation to create new business opportunities abroad.

Every year you increase your commitment to further expansion. What are your strengths that will enable you to gain new foreign market shares? Which markets are you particularly focused on?
The use of selected raw materials right from their origin and the creation of cutting-edge recipes give our products a unique flavour and high nutritional value, with the added quality guarantee of an entirely Italian supply chain. These are obviously high-value added and competitive features that have enabled us to differentiate ourselves from international competitors. What’s more, thanks to the very recent restyling activity coordinated with the company rebranding, we have created new packaging with a highly innovative aesthetic line and a strong communicative capacity. Of course, there are still many challenges to be overcome, all equally exciting. We are growing year by year, achieving extraordinary results, and for the near future we aim to further increase our presence in the Serbian area; a strategic area that would allow us to reach the most distant eastern markets, such as Russia and China, as well as strengthen and optimise our presence in Eastern European territories. Thanks to a careful analysis of the global context, we recently decided to invest in the creation of two new sales positions dedicated to the development of the Balkan and Polish markets. This investment will enable us to significantly increase our sales by exploring new business opportunities and consolidating our presence in high-potential markets; to strengthen our brand by bringing our products and services to a wider and more diversified audience; and to generate value by contributing to the sustainable growth of our company and creating new opportunities for our stakeholders.

In conclusion, what is your secret to winning the ‘export’ challenge?
Continuing to invest in research and development of new products, to meet the needs of international consumers and to adapt both formulas and labelling to individual food safety and import regulations; building strong relationships with local distributors, to ensure efficient and widespread distribution of products; promoting the brand abroad, participating in trade fairs, organising tasting events and exploiting digital channels: this will be our strategy to further strengthen the company’s success on the international scene.

For more info (https://www.cennamopetfood.it)

Previous articleBradyseism in the Phlegraean Fields: a phenomenon to be carefully monitored
Next articleNew edition of ISO 9001 expected by 2026