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."

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 guest of the Monza Brianza Rotary Club. The guest presented his latest book, Le Ossa dei Caprotti.

Today, Giuseppe Caprotti is also the president of the Guido Venosta Foundation, his maternal grandfather. The foundation was established with the aim of spreading the highest ideals of culture and solidarity and is actually involved in four areas: health protection and scientific research, solidarity, promotion of culture, environmental protection

ChatGPT about Giuseppe Caprotti and his book Le Ossa dei Caprotti

Giuseppe has contributed significantly to the development of the family business. After graduating in Contemporary History from the Sorbonne in Paris in 1986, with a thesis on the political and economic situation in Alto Adige published by Franco Angeli, Giuseppe embarked on a career in the retail sector. In 2004, after a period of collaboration with his father, Giuseppe was dismissed from the company. Subsequently, he assumed the presidency of the Guido Venosta Foundation. In 2023, he published the book ‘Le Ossa dei Caprotti’, published by Feltrinelli