Francesco Mutti: Chinese imports undermine the ‘dignity’ of Italian tomatoes
From Garibaldi to the CIA and Esselunga, a meticulously documented saga of the family that reshaped Italian habits forever. Published by Feltrinelli, 2023.
After separating in business from his elder brother Beppo (1872), Carlo moved to Bergamo and here he set up two textile companies, one in 1874, the ‘Società in nome collettivo Caprotti & Guttinger’, the other in 1901, the individual firm ‘C. M. Caprotti’.
The opening of the first supermarket was a remarkable success both in terms of public interest and in terms of prices, which were generally well below the average level by a good 15 to 20% depending on the products. Which all went generally well, except for self-service meat, which was initially a flop. It was only after many months of effort that the supermarket managed to persuade the Italian housewife to adapt to the do-it-yourself approach in this field as well.
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.
Nelson Rockefeller did not only ownEsselunga in Italy. He also owned a company, in Aprilia, that produced eggs…. In 1961, when by then all four of the planned Milanese shops had been opened, the balance sheet figures for the previous year – $200,000 net revenue – showed that not only the idea, but his way of realising it had been successful. Efficient logistics had been created, from the central warehouse to the purchase of large quantities of goods at favourable prices, but also a production chain of its own: IBEC took over a large poultry farm in Aprilia, the ‘Chicken City’, and turned it into a laying hen farm with an egg processing plant.
From textiles to the first Italian supermarkets, the Caprotti family’s story is made of people whose legacy goes beyond family ties mirroring the profound changes that shaped our country.
Giuseppe Caprotti earned his degree in Contemporary History at the Sorbonne in Paris in 1986. His thesis, devoted to the political, economic and historical dynamics of South Tyrol, was later translated and published in three editions by Franco Angeli Editore.
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
For over three decades, Giuseppe Caprotti has been active in large-scale retail as a manager, entrepreneur and consultant. A true pioneer in his field, he anticipated key trends such as loyalty programs, the promotion of organic products, the introduction of the first social responsibility report in 2003, and the early development of e-commerce.
Giuseppe Caprotti is president of the Guido Venosta Foundation, which promotes social, health and cultural projects. Throughout his career, he has been deeply committed to environmental protection issues.