Food and Retail History History of Esselunga Marketing News ad Analysis

How Walmart became an advertising powerhouse whilst remaining focused on its food, non-food and e-commerce businesses

It is a pity that no Italian company has had the scale, but above all the vision, to take on the world in the way these giants have done. In Italy, everyone thought: e-commerce must be self-sustaining. This was the case for Esselunga at home until it had no rivals, but Amazon and Walmart disprove this view. E-commerce is underpinned by other, more profitable sources of revenue

Food and Retail History History of Esselunga History of the Caprotti and Venosta families People say about me

Esselunga- Rewe: the Penny Market joint venture

“… We decide to enter into an agreement with the te-desco giant Rewe to create a chain of discount stores to be called Penny Market, controlled with 50 per cent equal shares. A decision by the board of directors is required to start the venture. I vote in favour of our father’s proposal, while his historic lawyer Alfonso Pellegatta is against it…’ Le Ossa dei Caprotti, page 169

Food and Retail History History of Esselunga History of Italy History of the Caprotti and Venosta families Local History

The story of the family that created the Esselunga myth

After years of meticulous research and historical reconstruction, my new book Le Ossa dei Caprotti is out. At the centre of the narrative, the events of my family from the textile business at the beginning of the 19th century to the birth and development of Esselunga, debunking myths and legends

History of Esselunga History of the Caprotti and Venosta families

Guido Caprotti, the less famous brother

Guido Caprotti was one of the pioneers of large-scale distribution in Italy, a partner from the beginning of 'Supermarkets italiani' (later Esselunga), he later founded with Marco Brunelli 'La Romana Supermarkets' (later GS). Later he and his brothers bought the majority of Esselunga from the Americans. Despite this role, his name has remained at the margins of the public narrative. Unjustly so. Because to his and Brunelli's intuition we owe an important part of the start of modern distribution in Italy. It is no coincidence that back in 1959, La Stampa described him as 'a giant of entrepreneurship'.

History of Esselunga History of the Caprotti and Venosta families Local History

The Albiate bridge and Mayor Peppino Caprotti

In the early 1950s, the 19th-century bridge in Albiate, built at the time of carts and wagons, was now inadequate for modern vehicle traffic and too low to withstand the flooding of the Lambro. The municipal council led by Peppino Caprotti, my grandfather, who was elected mayor in the summer of 1951, began to deal with it, because in that very year the Lambro was still overflowing. During his brief period at the head of the Albiatese municipal administration (he died in a car accident the following year), Peppino had time to lay the foundations for the important project to rebuild the bridge.