La Serenisima

La Serenisima is the consumer brand of Mastellone Hermanos S.A., an Argentine dairy company founded in 1929 by Antonino Mastellone as a small cheese-making operation; the company is headquartered in General Rodriguez, Buenos Aires Province. Antonino's son Pascual Mastellone led the company for more than fifty years, from 1952 until his retirement in 2013, during which it grew into Argentina's largest dairy producer. The brand name comes from an Italian aviation squadron that fought in the First World War. La Serenisima was an early mover in several categories in the Argentine market - introducing lactose-free milk in 1984 and cultured milk in 1988 - and became the country's leading yogurt seller through a joint venture with Danone starting in 1996.