From Butcher to Brand: Celebrating 140 Years of Change & Growth in the Food Sector
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January 30, 2025The sight of a link of fat pink pork sausages ‘tad-Dewfresh’ sizzling on the grill at the family BBQ at Ta’ Qali brings back fond memories for those of us raised in Malta.
These iconic sausages have been around for decades. For the Pisani family running this business, this year marks their 140-year legacy in the food trading business. Starting as a small butcher shop in Sliema run by Gianni Pisani, who also imported livestock, the business grew under his son Anthony, who expanded into meat importation, and his wife Josephine, the well-loved butcher on Tower Road.
The next generation, led by their children John and Charles, transitioned the business. From helping in the traditional butchery and the production of the 'Pisani Sausages' and 'Pisani Burgers as well as helping their parents with the thriving meat importation business, they eventually closed the butcher shops and built a manufacturing plant and cold storage facilities in Marsa.
J&C Pisani Ltd was established in 1970 - it is today one of the leading importers and distributors of frozen and chilled foods in Malta. With the new manufacturing plant in Marsa, John and Charles commercialised the production of sausages and burgers and established the Dewfreshbrand name as well as the company, Dewfresh Products Ltd, the family's meat processing arm which is today one of the largest meat processing companies in Malta which produces a wide range of meat products.The company is now in the fourth and fifth generation.
Noel Pisani , one of the members of the fourth generation has been involved in the business for the past 42 years. He has seen the business grow and flourish in ways that could not have been envisaged by his grandparents. J&C Pisani today import and distribute a full line of frozen and chilled foods including meats, seafood, vegetables, confectionery, cheese, bakery and plant based products.
Noel Pisani
The company represents and distributes various leading brands such as Silver Fern Farms New Zealand, Kepak, Tboer, Wernsing, D arta, Westfro, Norlax, Klaas Puul, SBV France, Aryzta, Lamex food group , Beyond Meat and Redefine Meat. The distribution has also increased extensively and the company supplies its frozen and chilled products to both the retail and the catering trade.
'We constantly ensure that we offer a product portfolio which is aligned with current food trends and demands from our clients and these have changed very much throughout these years,” Noel tells us. “In the 1980s we were the first to import packed and frozen fries to Malta. It took a while for kitchens to accept them and start using them - today they have become a staple item in our product portfolio! “
“Now, catering establishments ask for more and more specialized food items to cater for their patrons’ diets and expectations, “ Noel adds. “Moreover, modern consumers exhibit a greater sophistication in their knowledge and taste for food. Meat cuts have become fancier nowadays with chefs and diners requesting a vast selection rather than just a simple steak and chips.
As a result of this, the selection of meat cuts we import has considerably increased from the traditional cuts to a vast range of trendy meat cuts like skirt steak, tomahawk steaks, porterhouse steaks, brisket and cowboy ribs sourced from the best worldwide sources.”The Dewfresh brand has also expanded its range of products, from the iconic pink sausages which were initially sold in the Sliema butcher shop in Tower Road as 'Pisani Sausages' and the 'Pisani Burgers'.
Noel recounts that his grandmother started producing these burgers using a hand press. Once the manufacturing plant and cold storage facilities were built and the production capacity increased, the manufacturing of minced meat and various burgers was added, followed by the production of bacon, hams, frankfurters and prepacked meats. Today the Dewfreshbrand also includes a range of chicken products for the retail and catering trade.
'We constantly ensure that we offer a product portfolio which is aligned with current food trends and demands from our clients and these have changed very much throughout these years,” Noel tells us. “In the 1980s we were the first to import packed and frozen fries to Malta. It took a while for kitchens to accept them and start using them - today they have become a staple item in our product portfolio! “
“Now, catering establishments ask for more and more specialized food items to cater for their patrons’ diets and expectations, “ Noel adds. “Moreover, modern consumers exhibit a greater sophistication in their knowledge and taste for food. Meat cuts have become fancier nowadays with chefs and diners requesting a vast selection rather than just a simple steak and chips.
As a result of this, the selection of meat cuts we import has considerably increased from the traditional cuts to a vast range of trendy meat cuts like skirt steak, tomahawk steaks, porterhouse steaks, brisket and cowboy ribs sourced from the best worldwide sources.”The Dewfresh brand has also expanded its range of products, from the iconic pink sausages which were initially sold in the Sliema butcher shop in Tower Road as 'Pisani Sausages' and the 'Pisani Burgers'.
Noel recounts that his grandmother started producing these burgers using a hand press. Once the manufacturing plant and cold storage facilities were built and the production capacity increased, the manufacturing of minced meat and various burgers was added, followed by the production of bacon, hams, frankfurters and prepacked meats. Today the Dewfreshbrand also includes a range of chicken products for the retail and catering trade.
Great care is taken in the production of the Dewfresh meat products to ensure that the best quality of meat is used. “The selection of the best quality meat for our products has been ingrained into our company from our grandparents and from my father, Charles, who used to go to the abattoir regularly to select the best pork for production.
To this day we remain committed to sourcing the highest quality raw materials. We are proud of the fact that no mechanically separated or deboned meat (MDM) is used in any Dewfresh meat products. In fact, all Dewfreshproducts are labelled ‘Non Mechanically Separated Meat’,” Noel states.
Asked what has characterised J&C Pisani Ltd. from its inception as Gianni Pisani’s butcher shop in 1884 until today, Noel claims: “First and foremost it is our family values of transparency, integrity, sustainability and unwavering dedication: dedication to the work we do, to serving our clients and to our team members, some of whom have grown with the company and have also espoused these values which have seen us through these 140 years and which will continue to see us through the challenges to come.” It is a company that does its owners proud.
140 years is a milestone that is well worth celebrating, especially in the presence of the eponymous John and Charles Pisani who, at 90 years and 91 years, respectively, celebrate this achievement.
To this day we remain committed to sourcing the highest quality raw materials. We are proud of the fact that no mechanically separated or deboned meat (MDM) is used in any Dewfresh meat products. In fact, all Dewfreshproducts are labelled ‘Non Mechanically Separated Meat’,” Noel states.
Asked what has characterised J&C Pisani Ltd. from its inception as Gianni Pisani’s butcher shop in 1884 until today, Noel claims: “First and foremost it is our family values of transparency, integrity, sustainability and unwavering dedication: dedication to the work we do, to serving our clients and to our team members, some of whom have grown with the company and have also espoused these values which have seen us through these 140 years and which will continue to see us through the challenges to come.” It is a company that does its owners proud.
140 years is a milestone that is well worth celebrating, especially in the presence of the eponymous John and Charles Pisani who, at 90 years and 91 years, respectively, celebrate this achievement.
J&C Pisani Ltd is one of Malta’s leading importers and distributors of a wide range of frozen and chilled products represented in most retail and HORECA establishments.
The company has been established since 1970 by the Pisani family who owns and runs the company has been involved in the food trade, since 1884. In 1984 the company set up a subsidiary company – DewFresh products Ltd- which began manufacturing a wide range of pork and beef processed products. J&C Pisani remained sole distributor of Dewfresh Products. Today the group employs over eighty employees.
W: jcpisani.com | E: info@jcpisani.com | Tel: +356 21 239612 / 21 231339
Click here to see Horeca Issue 18 online
