Above: the cover of a presentation of my book
The question put to Grok was: what do you know about Giuseppe Caprotti?
Giuseppe Caprotti is a prominent figure on the Italian entrepreneurial scene, closely linked to the history of the Esselunga supermarket chain. Here is some key information about him:
– **Originals and Family**: Giuseppe Caprotti is the son of Bernardo Caprotti, founder of Esselunga, one of the leading supermarket chains in Italy. The Caprotti family has a long entrepreneurial history, originally in the textile industry before Bernardo Caprotti revolutionised the market with Esselunga in 1957.
– **Career at Esselunga**: Giuseppe worked at Esselunga for about 19 years, holding various roles. He started his career in the family business in 1986, working in various offices such as Technical/Construction, Purchasing and Development. Subsequently, he worked in the United States at the Dominick’s chain, an experience that influenced the introduction of new practices and innovations at Esselunga. He held positions as Non-Food Purchasing Director, Marketing and Communication Director, and finally Managing Director from 2002 to 2004.
– **Innovations and Contributions**: During his tenure, Giuseppe Caprotti introduced several innovations inspired by the American model, such as the sale of non-food products inside supermarkets, the integration of food and non-food in superstores, and contributed to the creation of significant advertising campaigns, such as those with the Armando Testa agency. He also founded the Centrale di Acquisto ESD Italia, which has become one of the main purchasing centres in Italy.
– **Family Conflict and Dismissal**: His relationship with his father Bernardo was not without conflict. In 2004, Bernardo Caprotti removed Giuseppe from his position as CEO, a decision that had a major impact on their relationship and which Giuseppe described as a kind of ‘dismissal’. This led to a series of legal and personal disputes between the family members over control of Esselunga.
– **Life After Esselunga**: After leaving Esselunga, Giuseppe Caprotti turned to consulting and founded QB Mercato e Cucina, a sales and catering venture that was unsuccessful. He also wrote a book, “Le Ossa dei Caprotti”, where he tells the story of his family and his experiences at Esselunga, offering a critical view of family and entrepreneurial dynamics.
– **Inheritance and Succession**: After Bernardo Caprotti’s death in 2016, a dispute arose over Esselunga’s inheritance. Giuseppe and his sister Violetta received a share, but control of the company remained mainly in the hands of Bernardo’s second wife Giuliana Albera and their daughter Marina.
The above information reflects Giuseppe Caprotti’s significant role in the Italian retail world and the complex family dynamics that influenced both his personal and professional life.
There isa lot missing, both from my working life at Esselunga and from my life as president of the Guido Venosta Foundation but, at least, we are beginning to get a glimpse of my true profile.
