Nelson Rockefeller. Building supermarkets in Venezuela: the beginning of a worldwide project

In 1947, Rockefeller's IBEC opened in Venezuela, introducing supermarkets and revolutionising local commerce. The model was then exported to Europe, starting with Italy. With Italian partners such as the Caprotti brothers, the first supermarket, future Esselunga, was founded in Milan in 1957.

Nelson Rockefeller: IBEC, a company with a (double) mission

In 1947, Nelson Rockefeller founded IBEC to improve the economies of less developed countries, starting in Latin America with the introduction of supermarkets. Success prompted him to export the model to Europe, starting in Italy. With local partners, including the Caprotti brothers, he opened the first supermarket, future Esselunga, in Milan in 1957.

Caprotti and the Coop: Turiddo Campaini, an ‘enemy’ and a master

'The experience in Florence is a great school for me also because the opponent we faced was, at the time, one of the most efficient and competitive: the Unicoop administered and managed by Turiddo Campaini. An aggressive Coop with a strong local policy, efficient and market-oriented. Tuscan products are the norm but there is no shortage of Chinese ones, for the large community distributed between Prato and Campi Bisenzio

US: inflation-weary consumers stock up on discount stores

As in France and Italy, inflation due to Covid – 19 in the US has left deep traces that have favoured the development of discount formulas, albeit with very different approaches and sales methods. US consumers are also experiencing the political uncertainty sown by the tariffs wanted by Donald Trump. Box stores (wholesale discounters) are depopulating in the US, driven by concerns about the high cost of living. Chris Nichols , CEO of Sam’s Club (Walmart’s box store chain) predicts ‘difficult times’ for the US economy

Marco Brunelli, Caprotti’s friend – enemy

The entrepreneur who was to become one of the protagonists of large-scale distribution in Italy was born as an antiquarian, and one of the most highly regarded in Milan. His was the organisation of a memorable exhibition at the Villa Reale, in 1955, dedicated to the 'Venetian 18th century'; among the lenders of the works were the most beautiful names in the city and beyond, including my grandmother Marianne [Maire in Caprotti]. And among the most important art collectors of the period who were also Brunelli's clients was James Hugh Angleton, president of the American Chamber of Commerce in Italy.

The entrepreneur: Aldo Bassetti, beer and ‘family’ water

After the First World War, the Bassettis thus acquired two of the oldest Italian breweries, Spluga in Chiavenna and Birrificio Angelo Poretti in Induno Olona. Thanks mainly to the latter, Aldo Bassetti took his beer to southern Italy and imported and distributed the great Danish brands Tuborg and Carlsberg. In addition to beer, Bassetti invested in mineral water, for example producing Frisia mineral water in the Spluga plant, which in the 1980s became the first to be marketed in Milan.