Profile

Son of Peppino and Marianne Maire, he was a shareholder of Esselunga and manager of the Florence branch. He learned the trade in the United States at A&P in Philadelphia and at Colonial Stores in Atlanta. He married Paola Albera, with whom he had two sons, Fabrizio and Andrea.

Read 19 articles about Claudio Caprotti

History of Esselunga History of the Caprotti and Venosta families

Guido Caprotti, the less famous brother

Guido Caprotti was one of the pioneers of large-scale distribution in Italy, a partner from the beginning of 'Supermarkets italiani' (later Esselunga), he later founded with Marco Brunelli 'La Romana Supermarkets' (later GS). Later he and his brothers bought the majority of Esselunga from the Americans. Despite this role, his name has remained at the margins of the public narrative. Unjustly so. Because to his and Brunelli's intuition we owe an important part of the start of modern distribution in Italy. It is no coincidence that back in 1959, La Stampa described him as 'a giant of entrepreneurship'.

History of the Caprotti and Venosta families

The character of Grandpa Peppino

Caprotti's men were sanguine, quarrelsome characters, easily ignited, competitive and sometimes ruthless. But they could also be cheerful, enthusiastic, vital, and feel a deep affection for the family, although this same powerful vitalism and strong competitiveness often led to misunderstandings and jealousies that were difficult if not impossible to reconcile. Grandpa Peppino's story is not very different from the general picture.

History of the Caprotti and Venosta families Local History

Caprotti’s ‘extended family’ between Albiate and Milan

There is a long list of closely trusted people with whom the families of yesteryear surrounded themselves and filled their homes, people who called their employers by name ('scior Bernardo', 'sciora Bettina', 'scior Peppin'), knew more about their lives sometimes than themselves, and were always there at every important family event, with pride and sometimes even emotion.

History of the Caprotti and Venosta families Local History

Around the Caprottis: the beloved villa in Albiate

Since the end of the 19th century, when the Caprotti family bought the villa, much of the family history passed through that house, and continues to do so. Many photographs recount it, many memories that have remained in the letters and in the souls of those who lived them, and bring back serene photos among the trees, the games in the courtyard, the animals that once were, even the old carriages that the family used for a long time, even after the advent of cars, and which still exist.

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

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."

History of Esselunga History of the Caprotti and Venosta families

The Caprotti family and friends: Guido Vergani, journalist, friend of Claudio Caprotti and Giorgina, ca. 1990s.

On a trip to Tehran to meet the Shah of Persia [Rockefeller] stops off in Milan and, to seal the alliance with the Italian partners, goes with his wife Mary to visit them. A dinner at The Caprotti family's was also on the agenda, but the night before Guido Vergani, who was to become a famous journalist but at the time was not yet twenty and was a friend of Claudio Caprotti's, went to visit him, and in the excitement of the moment he opened the refrigerator and without anyone noticing he ate all the rolls that his grandmother Marianne had cooked for the occasion. The dinner is a success even without the rolls, but that episode will still anger Marianne many years later.

History of Esselunga History of the Caprotti and Venosta families

Guido Caprotti, the less famous brother

Guido Caprotti was one of the pioneers of large-scale distribution in Italy, a partner from the beginning of 'Supermarkets italiani' (later Esselunga), he later founded with Marco Brunelli 'La Romana Supermarkets' (later GS). Later he and his brothers bought the majority of Esselunga from the Americans. Despite this role, his name has remained at the margins of the public narrative. Unjustly so. Because to his and Brunelli's intuition we owe an important part of the start of modern distribution in Italy. It is no coincidence that back in 1959, La Stampa described him as 'a giant of entrepreneurship'.

History of the Caprotti and Venosta families

The character of Grandpa Peppino

Caprotti's men were sanguine, quarrelsome characters, easily ignited, competitive and sometimes ruthless. But they could also be cheerful, enthusiastic, vital, and feel a deep affection for the family, although this same powerful vitalism and strong competitiveness often led to misunderstandings and jealousies that were difficult if not impossible to reconcile. Grandpa Peppino's story is not very different from the general picture.

History of the Caprotti and Venosta families Local History

Caprotti’s ‘extended family’ between Albiate and Milan

There is a long list of closely trusted people with whom the families of yesteryear surrounded themselves and filled their homes, people who called their employers by name ('scior Bernardo', 'sciora Bettina', 'scior Peppin'), knew more about their lives sometimes than themselves, and were always there at every important family event, with pride and sometimes even emotion.

History of the Caprotti and Venosta families Local History

Around the Caprottis: the beloved villa in Albiate

Since the end of the 19th century, when the Caprotti family bought the villa, much of the family history passed through that house, and continues to do so. Many photographs recount it, many memories that have remained in the letters and in the souls of those who lived them, and bring back serene photos among the trees, the games in the courtyard, the animals that once were, even the old carriages that the family used for a long time, even after the advent of cars, and which still exist.

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

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."

History of Esselunga History of the Caprotti and Venosta families

The Caprotti family and friends: Guido Vergani, journalist, friend of Claudio Caprotti and Giorgina, ca. 1990s.

On a trip to Tehran to meet the Shah of Persia [Rockefeller] stops off in Milan and, to seal the alliance with the Italian partners, goes with his wife Mary to visit them. A dinner at The Caprotti family's was also on the agenda, but the night before Guido Vergani, who was to become a famous journalist but at the time was not yet twenty and was a friend of Claudio Caprotti's, went to visit him, and in the excitement of the moment he opened the refrigerator and without anyone noticing he ate all the rolls that his grandmother Marianne had cooked for the occasion. The dinner is a success even without the rolls, but that episode will still anger Marianne many years later.

Further Reading



Read 1 more articles

History of the Caprotti and Venosta families

The Caprotti family: Bernardo Caprotti and Giorgina’s wedding, November 1958, Uncle Claudio and Grandmother Marianne

"Grandma has a weakness: she is madly in love with her third son, my uncle Claudio. Some friends told me that Claudio was allowed to have breakfast and lunch in bed when he was in Albiate. Bernardo suffered from this unique relationship and I am convinced that jealousy between the two brothers was one of the causes of the quarrels that shook our family.