Presentation of the book ‘Le Ossa dei Caprotti’ in Turin on 27 May 2024
The event was held on 27 May. The transcript, edited by Eleonora Sàita, made the content of this presentation unique – and was added to the videos and photos on 1 August 2024. Article updated 7 August 2024
The Caprotti family and studies: Institut Le Rosey, Rolle, Canton of Vaud (Switzerland), 1975 -1979
Le Rosey boarding school was a few kilometres from Bursinel. Between the two of us, we had some great times, even with my father Bernardo. We invited my friends and Violetta's friends and he often cooked for all of us. A wonderful memory.
The company that founded Esselunga was established in 1947 by Nelson Rockefeller
In 1947, Nelson Rockefeller raised $2 million to set up IBEC: “The new company was to generate profits, but also to operate in accordance with a set of principles that clearly emphasised the social nature of its activities.”
The Caprotti family: Benedetta and Giuseppe Caprotti’s First Communion, May 1970
As happens with every event of this kind, the family photo at the end of the ceremony was a must, and the lens included two 'extended' family groups (Bernardo Caprotti, Venosta, Austoni, Rivolta), with many of the protagonists of my life, from my grandmother Marianne to my aunt Lu with her sisters, from my mother on the far left of the photo to Uncle Guido on the far right, all realised by my father Bernardo's lens.
The Caprotti family: Giuseppe with his uncle Guido and uncle Claudio Caprotti at Forte dei Marmi, 1966
When they were able to go on holiday, the other uncles also took part in the games on the beach at Forte dei Marmi. Here I am with my father's two younger brothers, Guido, the second son, and Claudio, the third son, much younger than the other two.
The Caprotti family and friends: Inge Feltrinelli with Giorgina Venosta at Forte dei Marmi, 1970s
My mother Giorgina was a close friend of Inge Feltrinelli, Guido's widow and head of his publishing house after his death. I remember their friendship from childhood, and I keep photographs of it developing over the decades until Inge's death in 2018.
My grandfather Giuseppe Caprotti, called Peppino (1889- 1952), the First World War, the textile factory and Esselunga
From my grandfather’s medals to ‘Le Ossa dei Caprotti’, with the insider trading in Pirelli shares bought with profits from the factory
Caprotti family Easter egg hunt, 1964
For us, children with transalpine blood and habits, hunting for Easter eggs among the meadows and trees has always been a habit. With our mothers and cousins we would scatter around the countryside, well dressed and the girls in their hats; the customary photo would follow, like this one, full of the tenderness of memories, perfect for wishing everyone a peaceful Easter.
Negotiations: Coca-Cola and Barilla
I made peace with Barilla after more than ten years of quarrelling. In the end in 1999 we gained, and a lot. An exceptional turnaround (plus 458 per cent in two years), in a very short time . Coca-Cola, in the late 1990s, came to Esselunga with absolutely unacceptable commercial conditions. In the end, the Antitrust Authority agreed and the American company was condemned to pay a fine of 15 million euros
‘Supper Market of style’: Kean Etro’s men’s fashion show on the shelves of the Esselunga in Via Washington, 2001
In 2001, Kean Etro 'wandered around [in the Esselunga on Washington Street] presenting his collection of plant-dyed cotton sweaters among the very first organic product counters. 'They took us for fools. Then the organic line is still there' ". In 2014, Chanel also paraded its models among the shelves of a supermarket at the Grand Palais in Paris. Only the supermarket was fake.
