Nelson Rockefeller: with IBEC, the supermarket leaves America and goes to Italy

The success of the supermarket in Venezuela prompted Rockefeller to expand the model in South America and then in Europe, starting with Italy. Among the investors were the Caprotti brothers, including my father Bernardo Caprotti and my uncle Guido. In 1957 Supermarkets Italiani, the future Esselunga, was founded in Milan.

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