Riso Gallo is one of the oldest Italian rice industries. The story of Riso Gallo begins in Genoa in 1856 with a first production plant that worked imported paddy. At the same time, another factory was opened in Argentina to meet the needs of the South American market. The success achieved and the growing experience in the sector led the company to focus attention on Italian crops and it was thus that the Genoese plant moved in 1926 to Robbio Lomellina, the heart of the Pavese, one of the most renowned rice areas. In the 1940s, an intuition marked the turning point in the history of the company. The rooster brand is born. Since illiteracy was still widespread in Argentina, the different varieties of rice were identified through the images of animals. The giraffe, the tiger, the eagle, the elephant and the rooster stood out on the rice sacks. In a short time the rooster, which identified the best variety, became the symbol of the company itself and the synonym of the excellence of its products. This is how the canned packaging for retail consumption begins.