The Morando Graziamo company is family-run and has been present in the fruit and vegetable sector for 70 years; grandpa Malvino Morando began, who collected typical local products from the Veneto countryside and those near the Adige river and brought them to the city to sell them and to neighboring regions; then Graziano Morando increased his father's work, specializing in the production and sale of Venetian radicchio, making it the core business of his company and creating a brand.