Presentation of the book ‘Le Ossa dei Caprotti’ at the Rotary Club Monza Brianza, 26 November 2024
This is the third presentation to a Rotary, after Brescia and Treviso
Presentation of the book ‘Le Ossa dei Caprotti’ at ‘The successions of the great Italian families. From Agnelli to Berlusconi”, 20 November 2024
This is the fourth ANCP- Banca Generali presentation with professionals and entrepreneurs
The name ‘Esselunga’, the story of a small myth
Uncle Claudio [Caprotti], my father’s last brother, told me that Esselunga’s name was born at the time of the ‘Mille lire lunghe’ (One Thousand Long Lira) promotional campaign (1969 – 1971), curated by Alberto Gandin, one of the leading Italian advertisers of the time. The slogan was ‘come and spend 1,000 long Lira at the supermarket with the long esse’. From then on, customers began to call the supermarkets ‘Esselunga’, which was to become the name of the operating company while the holding company continued to be called Supermarkets Italiani.”
The ‘Prussian Blue’: from fabric to Esselunga branding
Prussian Blue’ is a pigment with an intense yet brilliant colour. My father Bernardo [Caprotti] was even obsessed with ‘Prussian Blue’. It also explains the first logo he wanted for Esselunga, a deep blue colour. Probably the transition from the Supermarket brand to the blue logo was supervised byArmando Testa, who had started working with my father in 1977
Tomorrow, presentation of the book ‘Le Ossa dei Caprotti’
On Monday 9 December, the book Le Ossa dei Caprotti by author Giuseppe Caprotti will be presented at the Rinascita bookstore, Piazza Roma 7, at 6 pm. The author will dialogue with journalist Mario Paci
The brand: ‘Esselunga Bio’, 1999
The fiercest of our competitors, the Coop, often boasts that they will have private label organic products in the future. So we burn it in time, going on the shelves with organic when they still only talk about it.
The brand: Esselunga Ecolabel ‘For those who love nature’, 2001
Esselunga was the first company, in May 2001, to obtain European Ecolabel recognition with its own-brand washing machine powder. The label was then extended to the Esselunga lines of detergents, paper products and textiles (also using organically grown cotton).
The brand: Fairtrade Bio Esselunga
By adding to the logo of some Esselunga Bio products (coffee, sugar, bananas, cocoa) that of Fair Trade in cooperation with Ctm Altromercato, customers are clearly told that even in their choice of supplier they can help small producers mainly in developing countries, guaranteeing them work without exploitation and an adequate income
The Esselunga brand: its beginnings and development up to 2003
In 1995, we are also able to achieve profitability for all our products and categories with industrial accounting: this allows us to better target contracts, through buyers and sales in supermarkets, with the help of the marketing department. The three functions – purchasing, marketing and sales – are fundamental to the implementation and profitability of the company’s brand, whose operating result, from the 1990s to the early 2000s, is multiplied by 2.5
Giuseppe Caprotti guest of the Monza Brianza Rotary Club. The guest presented his latest book, Le Ossa dei Caprotti.
Today, Giuseppe Caprotti is also the president of the Guido Venosta Foundation, his maternal grandfather. The foundation was established with the aim of spreading the highest ideals of culture and solidarity and is actually involved in four areas: health protection and scientific research, solidarity, promotion of culture, environmental protection
‘The Cold War of Supermarkets’: CIA fighting Coop?
There is a huge difference between news reporting and history
ChatGPT about Giuseppe Caprotti and his book Le Ossa dei Caprotti
Giuseppe has contributed significantly to the development of the family business. After graduating in Contemporary History from the Sorbonne in Paris in 1986, with a thesis on the political and economic situation in Alto Adige published by Franco Angeli, Giuseppe embarked on a career in the retail sector. In 2004, after a period of collaboration with his father, Giuseppe was dismissed from the company. Subsequently, he assumed the presidency of the Guido Venosta Foundation. In 2023, he published the book ‘Le Ossa dei Caprotti’, published by Feltrinelli
