On the cover unpublished photograph taken from W.J. Broehl, The International Basic Economy Corporation (…), 1968.
“The opening [ of the first supermarket in Viale Regina Giovanna in Milan ] was a remarkable success in terms of consumer interest and general public reaction (…).
Prices were generally well below the average level of many of the products sold – 25 per cent for agricultural products, 20 per cent for meat, 15 per cent on some Italian staples (oil, pasta, tomatoes…), and even out of competition for canned goods. (…)
Sales continued well for many products, although self-service meat was initially a flop. It was only after many months of effort that IBEC managed to persuade the Italian housewife to adapt to self-service in this area as well. (…)” (p. 51).
