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Italian ammunition manufacturer Fiocchi has celebrated its 140th anniversary in style – with a new logo and the launch of a hunting product range.

Fiocchi has plenty to celebrate this year as it marks 140 years in business. Not only has it unveiled a new-look logo to commemorate the occasion but it has also released four ranges of hunting ammunition.

Classic, Wetland, Performance and Excellence have all been packaged in a way that reflects different hunting scenarios.

In addition, there is a limited edition Anniversary line of its most popular PL34 and HP34 cartridges, packed in distinctive black boxes, gold lettering and a prominent GF 140 years logo.

Launching the Hunting line to the international press at the HIT Show 2016 in Italy, Fiocchi also took the opportunity to share findings of a survey of the Italian hunting market, which showed Fiocchi’s market position and perception with hunters remains firmly at the top.

The results also highlighted concerns over a notable decline of hunters in the country over the past 35 years.

Stefano Fiocchi, who is also president of ANPAM (the Associazione Nazionale Produttori Armi e Munizioni Sportive e Civili), criticized constant media reports of firearms incidents and knee-jerk reactions by politicians and said: “Domestic consumption and new markets are stuck by unfounded fear and bureaucracy.”

He stressed that now was the time when the industry and different countries’ associations needed to work together to lobby for a positive view of responsible, recreational firearms use.