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 at OSA360, in front of 2000 entrepreneurs, in Milan on 8 November 2024

At OSA 360, the biggest event for entrepreneurs in Milan, I had the pleasure of telling an audience of more than 2,000 entrepreneurs, producers and retailers about the origins of Esselunga and all the innovations I introduced in the company up to 2004, inspired by the themes of my book ‘Le Ossa dei Caprotti’. It was exciting to share this vision, which continues to evolve through the initiatives of the Guido Venosta Foundation

‘Supper Market of style’: Kean Etro’s men’s fashion show on the shelves of the Esselunga in Via Washington, 2001

In 2001, Kean Etro 'wandered around [in the Esselunga on Washington Street] presenting his collection of plant-dyed cotton sweaters among the very first organic product counters. 'They took us for fools. Then the organic line is still there' ". In 2014, Chanel also paraded its models among the shelves of a supermarket at the Grand Palais in Paris. Only the supermarket was fake.