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Abstract:  The transfer of a company's name: how a competitor became «the pantanella»   The essay documents how the name Pantanella, which from 1870 designated the milling establishment in via dei Cerchi, belonging to Michele Pantanella, the most important bread producer in Rome, came to designate the establishment in via Casilina, founded in 1871 by Ducco and Valle, Piedmont grain wholesalers that had represented the society in competition with Pantanella for over twenty years. In 1896 the Banco di Roma acquired all of the city’s mills, initiating the company named Magazzini Generali and Pastificio Pantanella, even though the Pantanella family was no longer present on the scene. The two establishments coexisted for more than 30 years until, in 1928, the establishment in via dei Cerchi was closed leaving only the establishment outside Porta Maggiore. During the following decades the establishment in via Casilina, by then tout court «Pantanella», was further enlarged in various stages until its complete divestment at the end of the ‘60s.