The Caprotti family and friends: Guido Vergani, journalist, friend of Claudio Caprotti and Giorgina, ca. 1990s.
On a trip to Tehran to meet the Shah of Persia [Rockefeller] stops off in Milan and, to seal the alliance with the Italian partners, goes with his wife Mary to visit them. A dinner at The Caprotti family's was also on the agenda, but the night before Guido Vergani, who was to become a famous journalist but at the time was not yet twenty and was a friend of Claudio Caprotti's, went to visit him, and in the excitement of the moment he opened the refrigerator and without anyone noticing he ate all the rolls that his grandmother Marianne had cooked for the occasion. The dinner is a success even without the rolls, but that episode will still anger Marianne many years later.
The birth of marketing at Esselunga and two Armando Testa advertising campaigns
In 1994, under my impetus, the Esselunga marketing department took shape and I became its first director. Marketing was structured to manage the following areas: promotions – including the whole Fidaty world – the call centre, press office, market research, supermarket space, advertising
La Nazione, Egidio Bedogni’s ham and Esselunga’s scones
From Tuscany came the ‘revolutionary’ project at the time to give customers, from every region where Esselunga was established, what they wanted. It sounds banal but in fact it was not at all.
Giuseppe Caprotti fondatore di Esselunga a casa, l’e-commerce di Esselunga
“Accanto agli investimenti sulla rete fisica, il gruppo ha già accelerato lo sviluppo del canale e-commerce, presente dal 1999 per ferma volontà dell’allora direttore generale Giuseppe Caprotti, ma incredibilmente mai più approfondito ed aggiornato”
