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

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.

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

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

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

James Hugh Angleton: the post-war period, the return to the United States

James Hugh Angleton is the President of the US Chamber of Commerce in Milan in the 1930s; he knows how to get into the ‘right places’ and manages to build up a network of acquaintances useful for keeping his finger on the pulse of the country’s economic and political situation. He left Italy during the war in September 1941, only to return two years later as a military and intelligence agent. After the war he settled in Rome, where he continued his activities and resumed his position as President of the US Chamber of Commerce, but in the 1960s he returned permanently to his hometown in the US, where he died in 1973.

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

James Hugh Angleton (1888 – 1973): early years, family, Italy

The life of James Hugh Angleton exemplifies the challenges faced and opportunities grasped by middle-class Americans in the 20th century. Born into a modest family in Illinois, he embodies the American dream of a ‘self-made man’. His life is marked by professional choices that lead him to become a successful entrepreneur and a major player in trade between the United States and Italy, particularly during a period of political turmoil and war. A decorated wartime counter-espionage officer, he perhaps played a key role in the birth of Esselunga.

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

Marco Brunelli, Caprotti’s friend – enemy

The entrepreneur who was to become one of the protagonists of large-scale distribution in Italy was born as an antiquarian, and one of the most highly regarded in Milan. His was the organisation of a memorable exhibition at the Villa Reale, in 1955, dedicated to the ‘Venetian 18th century’; among the lenders of the works were the most beautiful names in the city and beyond, including my grandmother Marianne [Maire in Caprotti]. And among the most important art collectors of the period who were also Brunelli’s clients was James Hugh Angleton, president of the American Chamber of Commerce in Italy.

History of Esselunga History of the Caprotti and Venosta families Marketing News ad Analysis

Modern Proximity: medium-sized supermarkets drive the market

The supermarket and discount segment with sales of between 801 and 1,500 square metres achieved a turnover of EUR 40 billion. A value that is not only significantly higher than the other formats, but which unequivocally confirms that it is precisely in this size range that the most important game within the large-scale retail trade is being played out

History of Esselunga History of the Caprotti and Venosta families Marketing News ad Analysis

Aldi takes over from Bennet in Viale Monza in Milan: what does it mean?

What is happening in retail? It turns out that “In the last year, 20% of households have changed their opinion on the store with the best price/quality ratio… the local competitive scenario counts, as does the quality of the products and departments. Of the latter, fruit and vegetables remains the most important (57% of households) …