It all began in 1950, from an intuition by Armando Morettini who obtained the license to sell foodstuffs from the municipality of Monte San Savino at the end of the war. The Valdichiana - the area where he lived - was in fact, rich with producers of quality oil and other food products. So he began to select their best products, load them onto his bicycle-pulled cart and sell them to the families who lived in the countryside. The flair, passion and dedication that Armando put in his activity quickly paid off and thus, the door-to-door sales of the early years turned into a permanent spot in markets and fairs, managed thanks to the constant support of his wife Elvia.
Morettini wasn’t going to his clients anymore; rather, his clients were looking for Morettini.
With the passing years, the Morettini firm gained its own, well defined identity, distinguishing itself for the production, bottling and sale of olive oil. This turn, is mostly thanks to Lauro - Armando’s second-born – after he joined the company in 1978. With his work, he made the business known across the whole regional and national territory, inheriting from his father the ability to work with the best olive oil mills in Tuscany and central Italy, selecting the best olives and producing an extra-virgin olive oil of the best quality.
Lauro, together with his brother Minolfo, became the promoter of new ideas, new enthusiasm and new commercial horizons that resulted in the creation of the Oleificio Toscano Morettini in 1985 and found its completion with the inauguration of the present factory in 1988. The small family business had become a rich company that could count on a functional and cutting-edge environment thanks to which a rapid growth process started in 1991, has seen the Morettini olive oil enter the markets of the whole world.
The business talents of the first two generations were reaffirmed by the granting of a double title of Knight of the Order of Merit of the Italian Republic, the most important professional merit, awarded directly from the President of the Republic. Armando received it in 1990 by President Francesco Cossiga while Lauro received it by President Giorgio Napolitano in 2015. The recent advent of the third generation, with Giovanni and Alberto who now work side-by-side with their father Lauro in guiding the business has lead the company one step forward and favored a few important operations that have reinforced the brand, opening new avenues of development. Among these is the acquisition of the Maroni di Castellina in Chianti olive oil mill, in 2010, its modernization and doubling the dimension of the factory to enhance the production lines and, finally, the creation of the first super-intensive olive growing with ten thousand plants per row. Today, approaching seventy years of activity, the Oleificio Toscano Morettini is certainly among the international ambassadors of the excellence of Italian extra-virgin olive oil.
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