A storm of health

The Sanypet management team (from left): Dr. Sergio Canello, chief executive, Dr. Cristiano Masiero, sales manager, Dr. Mario Cavestro, managing director.
“You can copy everything but not experience” – after many years working as a veterinary practitioner, Dr. Sergio Canello, chief executive of Sanypet, made this comment relating to the imitations of “Forza10”, a specific anti-intolerance pet food. The phenomenon has become common in recent years: since 1974 Sergio Canello has observed a gradual increase in reactions caused by food intolerances in cats and dogs. In many cases he found that the source of the intolerance was pharmaceutical pollution contained in industrial meat, used to produce pet food. The idea for developing an innovative diet able to eliminate diseases and disturbances caused by intolerances came from experience and clinical studies. Once Sergio Canello had found the origin of the reactions, he began to formulate a recipe that he perfected using alternative ingredients such as ocean fish, pineapple and ginseng. These ingredients have constantly yielded positive results, and based on this research Sanypet was born in 1996.
Since 2001, Sanypet has been growing constantly under the stewardship of Dr. Canello and has increased in value from 800,000 € to almost 4.5 mio € in 2003. This increase parallels the development the company has undergone to become even more functional and modern. “In the last three years”, says Dr. Canello, “I have worked hard to create an internal structure able to withstand any challenges the future might bring. The result of this reorganization is a company that currently has 15 employees and three associates as well as 30 agents for specific distribution channels and 31 veterinary surgeons promoting the scientific aspect to the veterinary market”. Following company restructuring we find, at the top of the pyramid: Dr. Sergio Canello as CEO, Dr. Mario Cavestro, general director, Dr. Cristiano Masiero, commercial director, and Gabriele Pasto, logistics director. Three main area managers: Bruno Bisoglio for the north west, Francesco Danese for the north east and Guido Guerrini for central and southern Italy. Success is based not only on a valid product but also on a strategic approach to the market.
Sanypet has divided its market into three channels: veterinarians, retailers and consumers. “Our distributive strategy has given particular importance to the store owner”, says Cristiano Masiero, commercial director. “We…