Gianni Fioretta, the father of the current owners, founded the company in 1963 for the purpose of distributing in Italy the products of Victor Lessennes, his good Belgian friend. The line was completely devoted to small pets and included highly innovative products such as: fancy blends, vitamin integrators, litter, biscuits, and every type of treat. In just a few years, Gianni Fioretta consolidated the distribution of these products and, after finally importing the production as well, developed and started producing an alternative bird feed in Italy which he called feed. This important new product quickly brought the company to a position of leadership on the market, to the point where he began publishing a semi-annual magazine that was sent directly to the consumers on request. In less than 20 years the market has made amazing progress and many other companies and multinational groups entered the field. In 1994, once again Fioretta was the promoter of another innovation, when it offered its blends vacuum-packed. Fioretta has been on the market for 40 years now, and has a vast horde of national and international clients with high quality products in innovative packaging, embodying its slogan "THE QUALITY OF YESTERDAY AND THE TECHNOLOGY OF TODAY", the philosophy of its operations in the sector.