Mutti Spa Case Study

2016 Aarhus, Denmark

June 19 - 23, 2016
Total Teams: 25  Competing Universities

1st Place

Advanced Graduate

Santa Clara University, USA
Jamie    Monk
Mark Peters
Campbell Oreglia
Robert Gregory Pruett
Courtney Robinson

Graduate Intermediate

World Team Combined Universities
Mateusz Ciasnocha, Ciasnocha Family Farms, Poland
Dhananjay (DJ) Apparao, Massey University, New Zealand
Clementina Ajayi, Federal University of Technology, Akure, Nigeria
Sheng Leslie Joevenller, Uppsala University, Sweden
Olaniran (Niran)Thompson, Federal University of Technology, Akure, Nigeria


New Mexico State University, USA
Shayna Gallacher
Emily Russell
Julianna Wilbanks

2nd Place

Graduate Advanced

USA Combined Team
Iker Huacuja Goya, Texas A&M University
Tory Matthys, Texas A&M University
Vincent Cupertino, University of Tampa
Kelsey Yorke, University of Tampa
Joanna  Karavolias, University of Florida

Graduate Intermediate

South Africa, Combined Universities

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

Mutti S.p.a.

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.)  View Details

0 thoughts on “Mutti Spa Case Study”


Leave a Comment

Your email address will not be published. Required fields are marked *