The emergence of private-label products in Italy: the influence of Nelson Rockefeller’s managers on Esselunga
One of the key strategies – within the supermarket – was undoubtedly that of the own-brand range
Giusi Delia on Giuseppe, Bernardo and Esselunga
When someone tells the truth and dispels those annoying myths, those who knew Caprotti senior well are fully aware of what sort of character he had, and what he put his eldest children – and others – through. It was high time someone set the record straight; I offer my full support to Dr Giuseppe Caprotti.
Giacomo Zulato on my work at Esselunga
Whilst we await the release of your new book, I’d like to thank you for sharing your experiences; they’re always constructive and inspiring. I wish I’d been there when you were at the company – judging by the various accounts from colleagues and here in the comments too, everyone speaks of you with great nostalgia.
Pino Coletti on *Le Ossa dei Caprotti*
Your book, Giuseppe Maria Giorgio Caprotti, is wonderful; it has really opened my eyes to the history of modern distribution. Thank you
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
Francesco Bordese, assistant detergent buyer, remembers me, talks about his time at Esselunga and tells me about Le Ossa dei Caprotti
I will always remember you. Those two years on your team gave me the strength to look to the future. I’ve just finished reading your book. It was very moving. Thank you for the professional training you gave me, and thank you for the new energy you’ve instilled in me after reading it.
Fabio Bellerè on me, on *One More Time* and on *Le Ossa dei Caprotti*
Dr Giuseppe (that’s what we always called him at the company) was, for us newcomers, a guiding light and a role model. I would like to highlight the professional, personal and moral depth of the man who embodied the future. A motivator, a natural mentor to whom, following the publication of his book, I feel even more attached
“Le Ossa dei Caprotti”: the difference between journalistic reporting and history
In my view, the difference between journalism, political non-fiction and history lies in the research, which, in the case of history, is much more in-depth and is based, first and foremost, on the study of documents and archives. But the added value of this book also lies in the contributions from people who worked for or were close to Esselunga, a company with a much broader entrepreneurial spirit than one might think
Chiara Confalonieri on my analysis of large-scale retail trade
As always, Caprotti is the most careful analyst of the Italian retail sector…
Roberto Nasini on my intervention at Presa Diretta
For what I know of her, I can endorse that she is indeed an exception on the Italian scene and not just for paying taxes. For what it’s worth, she has my full respect
Giuseppe Caprotti tells his story at the event organised by the Soroptimist Club Monza
The interview retraced Caprotti’s life at Esselunga, citing his pioneering projects in Italian retail, from the introduction of organic products to loyalty programmes and the first corporate responsibility initiatives
About my ouster from Esselunga, from Il Foglio of 25 August 2025
Giuseppe Caprotti, Bernardo Caprotti’s son, brutally ousted by his father while he was at the helm of Esselunga and marginalised by his stepmother Giuliana, the main heir together with his daughter Marina, has written his book-truth: “Le Ossa dei Caprotti”, published in 2023 by Feltrinelli… Stefano Cingolani, Il Foglio
