We had to lead a constructive and positive struggle against the prejudices of the market against the goat sector. Amalattea successfully challenged the old idea according to which goats have a marginal role and regenerated the goat culture and its ancient gastronomic tradition by putting goats in the spotlight. In the beginning it was “just” goat's milk. The only one that was really for everyone. Consumers' will persuaded Amalattea to develop new products, all of which are completely suitable for people allergic to cow's milk. So, cheese was produced, and then more new products. They are unique products on the market: ricotta cheese, yoghurt, ice cream and biscuits.  Since 1998, when it was founded, Amalattea has been working hard to develop a dairy market based on goat's milk, which was not there at first. Now, Amalattea SpA  is the leading company of a large Group which, thanks to many synergies, was able to find the right way to development and the ability of working together for the creation of the first “Polo Caprino Italiano” (Italian Goat's Centre), that is now developing a number of projects aimed at a new goat culture as well as advertising campaigns dedicated to “Made-in-Italy” goat's products, not only at national level but also in Europe and beyond.