Marketing

Quick Take — In all 31 countries where Lidl is present, the discounter will focus more on plant-based proteins, whole-grain products and fruit and vegetables

Lidl intends to align its assortment with the so-called ‘healthy planetary diet’ by 2050. A first step is to sell 20 per cent more plant-based foods by 2030. Lidl will apply the WWF methodology to offer its customers a wider range of healthy and sustainable alternatives

I would also like to point out that Lidl has recently promoted some very interesting (very un-discounter) marketing initiatives.

Marketing

Quick Take — Food ad Drug Administration USA: Cassette bread will finally be taken off the healthy food list

Foods such as white cassette bread (with added sugars and no wholegrain cereals), fruit yoghurt, cereals and bars with a high sugar content, fruit snacks and juices that are not 100 per cent fruit-based(full list of promoted and failed food categorieshere, for more details) fall off the ideal healthy food list.

Below is its history: the industrial loaf was born between 1928 and 1930 with the first automatic slicing machines and bread from the Wonder company. The turning point came in 1943, during World War II, when the army requested ‘enriched’ bread – with vitamins and minerals – to feed American troops. This is a turning point as chemistry enables the transformation of bread into an ultra-processed foodstuff.

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."

People, Environment & Culture

The Mediterranean is one of the most polluted areas in the world. The report: ‘Up to 23 metres of coastline eroded, beaches and cities at risk’

What perhaps worries the experts most, however, is the speed at which the sea level is rising: about 2.8 mm per year, twice the 20th century average. The trend is expected to continue at a rate that will depend on future greenhouse gas emissions. By the end of the century, sea levels could rise by more than a metre, leading to increased coastal flooding. “Relative sea level rise has already increased the frequency of flooding in the historic centre of Venice,” confirms the report

History of the Caprotti and Venosta families

Friends of Bernardo Caprotti and Giorgina Venosta: architect Vico Magistretti and publisher Rosellina Archinto

My father Bernardo wanted Vico Magistretti to design the Esselunga superstore in Pantigliate, which opened in 2001, where two years later the first of the 'Bar Atlantique' (now 'Bar Atlantic') opened, also designed by Magistretti, who renovated the food outlets that I had strongly desired since the first superstores. The great architect worked for my father, but he was also a close friend of my mother GiorginaOf mutual friends Rosellina Archinto, who animated Milan's cultural life for decades