FROM THE DWARF PINE TO ALL-ITALIAN ENTREPRENEURIAL EXCELLENCE
In post-war Milan - amidst the rubble of WWII air strikes, food shortages, and harsh winters - a single spark of intuition marked the beginning of the Montefarmaco story. Working from the back room of his pharmacy, Giovanni Colombo used dwarf pine essence, sourced from the mountains of Trentino and supplied by a friend, to craft 'medicines from the mountains': syrups, expectorants, cold remedies, and throat lozenges.
This was the earliest example of that inimitable Italian entrepreneurial spirit and visionary thinking that have defined Montefarmaco ever since, driving our growth to become an industry leader with a turnover of €79.5 million in 2024.
A LEGACY OF VISIONARY THINKING
Pioneering new ways to champion…
The role of the pharmacist
Montefarmaco's success depends strongly on its dedicated network of sales representatives - a unique asset in the wellness sector that has made us a trusted partner to pharmacists.
The potential of food supplements
Our Lactoflorene and Vitalmix lines have grown into market leaders in their respective segments. Additionally, our patented MCAP system makes taking probiotics easier while preserving the effectiveness of their active ingredients.
The pharmacy as a comprehensive wellness hub
We have expanded the traditional pharmacy offering by introducing dedicated cosmetics, bruxism (teeth-grinding) devices and hearing impairment products.
OUR MILESTONES
How it all started
In 1945, as the Second World War came to an end, Giovanni Colombo began his work in the compounding laboratory of a pharmacy in Milan.
At a time when everything was in short supply, he began producing Pumilene - a range of natural, soothing balsamic remedies made from pure Dwarf Pine essence distilled in the mountains of Trentino-Alto Adige.
Building the sales network
The company gradually expanded into prescription medicines provided through the National Health Service (SSN).
However, the 1970s brought a major turning point, as Italy's dire economic situation and shifts in healthcare policy steered society - and Montefarmaco - towards over-the-counter, non-reimbursed products managed directly by pharmacists.
The rise of point-of-sale impulse buying
Montefarmaco started placing its self-medication products in strategic positions next to the cash desk.
First steps in the food supplements market
In the mid-1980s, food supplements started to revolutionise the pharmaceutical market, a wave that Montefarmaco rode by launching Vitalmix (1986) and Lactoflorene (1991), products destined to become household names.
Expanding into infant care and bruxism solutions
Takeover of Brux S.r.l.
Montefarmaco acquired an equity stake in Brux S.r.l., a market leader in intraoral devices, famously known for the Dr.Brux® self-modelling night-time bite guard.
Takeover of Afom Medical
Montefarmaco took over the pharmaceutical company Afom Medical S.r.l., consequently absorbing brands like Afomill®, Calmadol®, and Intense® into its product portfolio.
Hearing care available in pharmacies - Montefarmaco acquired Jordan Tech
Distribution
Fastum, Mayoly Spindler, Almirall
