Showing posts with label Business. Show all posts
Showing posts with label Business. Show all posts

22 November 2020

Rocco Commisso - entrepreneur

US businessman with roots in Calabria


Rocco Commisso cheering on his Fiorentina team from the stands in Florence
Rocco Commisso cheering on his Fiorentina
team from the stands in Florence
Rocco Commisso, the founder of the American cable TV provider Mediacom and owner of football clubs in the United States and Italy, was born on this day in 1949 in Marina di Gioiosa Ionica, a small seaside town in Calabria.

With annual revenues of more than $2,000 million, Mediacom is the fifth largest cable company in the US, having been launched from Commisso’s basement in 1995, when he began to buy up small community cable systems, mainly in the Midwest and Southeast. It now has its headquarters in Blooming Grove, New York.

Commisso, a football fan from his childhood, bought a majority stake in the New York Cosmos club in 2017 and completed the purchase of ACF Fiorentina in Italy two years later, with plans to return each club to its glory days of the past.

With a southwest aspect on the Ionian coast, Marina di Gioiosa Ionica is something of an idyllic spot today, blessed with wide beaches and clear inviting water. As Commisso was growing up, however, it was a relatively deprived area as Italy struggled to rebuild after World War Two and it was not uncommon for families to leave the area in search of prosperity elsewhere.

Rocco’s father, a carpenter, joined a stream of emigrants from the area to the United States, setting up as a carpenter just outside Pittsburgh in Pennsylvania. Once established, he paid for the rest of the family to join him and Commisso left for a new life at the age of 12, with his mother and two siblings.  A year after arriving, the Commisso family moved to New York, making their home in the Bronx.

Commisso grew his Mediacom empire after  starting the business in his basement
Commisso grew his Mediacom empire after 
starting the business in his basement
A bright student, Commisso made rapid progress at school but it was his talent for football and music that were most helpful in advancing his education.

In 1963, a week after moving from Pittsburgh, he entered a talent show at the Wakefield Theatre in the Bronx and landed a weekly gig playing the accordion to entertain the audience before and between movie showings. The manager of the theatre took a liking to him and helped him obtain a place at the Mount Saint Michael Academy, a prestigious private high school, where he studied while working at his brother’s pizza restaurant in his spare time.

His football skills, acquired during a childhood in which his heroes were the likes of John Charles and Omar Sivori at Juventus, helped him with the next step in his education, first of all winning him a 50 percent scholarship at New York University and then a full scholarship at Columbia, one of America’s great Ivy League universities, where he graduated in industrial engineering in 1971.

A degree from Columbia University opened doors, for Commisso to a position at the pharmaceutical company Pfizer, who allowed him to arrange his shifts so that he could study for an MBA from Columbia Business School.

A natural entrepreneur, he always had an eye for a side hustle and in 1975 he opened a discotheque in the Bronx specifically geared towards Italian immigrants, who appreciated the mix of dance music and traditional Italian crooners.

Commisso still has the accordion skills that helped him progress after arriving in New York
Commisso still has the accordion skills that helped
him progress after arriving in New York
Meanwhile, his business career took him into the financial sector, in which he worked for Chase Manhattan Bank before moving to the Royal Bank of Canada, where his work involved making finance available to the media and communications sectors.

That led first to a position as Chief Financial Officer for Cablevision, which grew to become the eighth largest company in the sector in the US under his stewardship, and then to him launching Mediacom.

Meanwhile, he never lost his affection for football and was captivated by the launch of the North American Soccer League in the 1970s, becoming a regular fan of the New York Cosmos, the team of Brazil legend Pelé and Franz Beckenbauer and the Italian star Giorgio Chinaglia.

The Cosmos went out of business in 1985 after the NASL boom faded. The name was relaunched in 2009 but teetered on the brink of bankruptcy in 2017, when Commisso moved in to save it from a second extinction.  The club’s current status, in the National Independent Soccer Association, effectively the third tier of professional football in the United States, is a long way from the extravagance of the early 1970s but Commisso has ambitions to return the club to the top of the American game.

He has similar ambitions for Fiorentina, whom he bought in 2019 after being approached by several clubs in Serie A. Fiorentina were a powerful club in the 1960s and 70s. Their last Serie A title came in 1969 but Commisso has plans to turn them into a force again. 

Married with two children, Commisso lives in Saddle River, New Jersey.  According to the Bloomberg Index, he is worth around nine billion dollars. 

Marina di Gioiosa Ionica is blessed with long expanses of wide beaches
Marina di Gioiosa Ionica is blessed with long
expanses of wide beaches
Travel tip:

Commisso’s home town of Marina di Gioiosa Ionica is situated in the province of Reggio Calabria, about 80km (50 miles) southwest of Catanzaro and about 120km (75 miles) northeast of Reggio Calabria, with a population of just over 6,500. As well as offering broad beaches and clean water for bathing, the town has the remains of an ancient Roman theatre that was unearthed in the early 20th century, a relic of the former Roman settlement of Romechium.  There are also a number of towers built to defend the area against invasions by Saracens and Turks. 

Catanzaro's rebuilt duomo, the Cattedrale di Santa Maria Assunta
Catanzaro's rebuilt duomo, the Cattedrale di
Santa Maria Assunta
Travel tip:

The city of Catanzaro, the nearest major population centre to Marina di Gioiosa Ionica, is a city largely reconstructed following major earthquakes in 1783 and 1832, that destroyed all its ancient monuments. The small Norman church of Omobono was one of only a few survivors. Overlooking the confluence of the Fiumarella and Musofalo rivers, Catanzaro offers beautiful scenery with peaks, ridges, mountain ranges as far as the eye can see. The city’s cathedral, built over a Norman cathedral built in 1121, was given a Renaissance façade in the 16th century but has been destroyed and rebuilt at least twice since, most recently after the Allied bombings of 1943.

Also on this day:

1553: The birth of Alfonso II d’Este, the last Duke of Ferrara

1710: The death of Baroque composer Bernardo Pasquini

1947: The birth of football coach Nevio Scala

1954: The birth of former Italian prime minister Paolo Gentiloni


Home

2 September 2020

Andrea Illy – businessman and writer

Family dream was to make the best coffee in the world

Andrea Illy is the grandson of company founder Francesco Illy
Andrea Illy is the grandson of
company founder Francesco Illy
Andrea Illy, who is the chairman of coffee makers illycaffè, was born on this day in 1964 in Trieste, the capital city of the region of Friuli Venezia Giulia.

The grandson of the founder of illycaffè, Francesco Illy, Andrea represents the third generation of his family to lead the business. His father, Ernesto Illy, was chairman of the company between 1963 and 2004. His sister Anna and brothers Francesco and Riccardo - a former CEO now vice-president - Illy are on the board of directors.

Andrea graduated with a degree in Chemistry from the University of Trieste and went on to study at SDA Bocconi School of Management in Milan, Harvard Business School and Singularity University in Silicon Valley.

He joined the family firm in 1990 as a supervisor of the quality control department. Inspired by Japanese business methods, Andrea started the Total Quality Programme, which established standards both for the company and the coffee industry in general.

He was appointed CEO of illycaffè in 1994 and chairman of the company in 2005.

He developed the Università del Caffè to spread the culture of coffee throughout the world. He established the retail side of the business at global level with 230 stores and started a new system of capsules for making coffee.

Francesco Illy's dream was to produce  the best coffee in the world
Francesco Illy's dream was to produce
 the best coffee in the world
His book, Il sogno del caffè (Coffee: The Dream) describes the family and company’s history and the pursuit of the dream of his grandfather, Francesco, to produce the best coffee in the world.

Andrea won the Businessman of the Year Award in Italy in 2004. He is the honorary Chairman of the Association for Science and Information on Coffee and the Chairman of the International Coffee Organisation’s Coffee Market Promotion and Development Committee.

Since 2013 Andrea has been chairman of the Fondazione Altagamma, a foundation for firms that are worldwide ambassadors for Italian living, and from the same year he has been part of the Board of Governors of the Bank of Italy for Trieste.

Married with three daughters, Andrea was named Cavaliere del Lavoro, a Knight of Industry, by the President of Italy in 2018.

Piazza Unità d'Italia is the focal point of the elegant port city of Trieste
Piazza Unità d'Italia is the focal point of the
elegant port city of Trieste
Travel tip:

The beautiful seaport of Trieste, where illycaffè was founded in 1933, officially became part of the Italian Republic in 1954. It lies towards the end of a narrow strip of land situated between the Adriatic Sea and Slovenia and is just 30 kilometres north of Croatia. It has been disputed territory for thousands of years and throughout its history has been influenced by its location at the crossroads of the Latin, Slavic and Germanic cultures. The final border with Yugoslavia was settled in 1975 and this is now the present day border between Italy and Slovenia. Today, Trieste is a lively and cosmopolitan city and a major centre for trade and ship building.

Canal Grande in Trieste has many waterside bars and restaurants that are popular with visitors
Canal Grande in Trieste has many waterside bars and
restaurants that are popular with visitors 
Travel tip:

Trieste has many coffee houses that date back to the Hapsburg era, when the Austrians were in control of the seaport. Caffè Tommaseo, the oldest in the city, dates back to 1830 and is in Piazza Nicolo Tommaseo. When Irish writer James Joyce was living in Trieste, his favourite bar was Caffè Pirona in Largo della Barriera Vecchia. You could imagine yourself to be in Venice if you linger at a table outside one of the bars or restaurants at the side of Canal Grande, an inlet in the centre of Trieste with moorings for small crafts that is reminiscent of the Grand Canal.

Also on this day:

1753: The birth of Marie Josephine of Savoy, who became the titular Queen of France

1898: The birth of chocolatier Pietro Ferrero

1938: The birth of actor Giuliano Gemma


Home






16 June 2020

Achille Lauro - shipping magnate and politician

Businessman once dubbed the ‘Neapolitan Onassis’


Achille Lauro at the San Paolo Stadium in Naples, which he had built
Achille Lauro at the San Paolo Stadium in
Naples, which he had built
The businessman and politician Achille Lauro, who at his peak controlled the largest private shipping fleet in the Mediterranean and whose achievements as Mayor of Naples included building the San Paolo football stadium and the city’s main railway station, was born on this day in 1887 in Piano di Sorrento in Campania.

Lauro inherited a small number of ships from his father, Gioacchino, but lost them at the start of the First World War, when they were requisitioned by the government. When the conflict ended he had no money but managed to launch another fleet by creating a company that was essentially owned by its employees, who invested their savings in return for a share of the profits and a guarantee of employment.

Within little more than a decade, Flotta Lauro consisted of 21 vessels. Lauro's business plan avoided the union problems that were prevalent in the 1920s as his staff concentrated on making the business profitable, knowing that they would benefit too.

The company became renowned both for reliable service and punctuality and grew rapidly. By the 1930s Lauro owned the largest private fleet in the Mediterranean basin.

By the time Italy entered the Second World War, he was operating 57 ships. Again, his entire fleet was requisitioned by the state, but as a member of the Fascist party since 1933 Lauro was fully supportive of Mussolini, who compensated him by giving him 50 per cent of all Naples newspapers, which had previously been state controlled.

Lauro was elected Mayor of Naples in 1952 by a landslide margin
Lauro was elected Mayor of Naples
in 1952 by a landslide margin
His support for the Fascists became known to the Allies and when Italy surrendered in 1943 he was arrested as a collaborator and spent 22 months in jail. Ultimately he was cleared of any criminal activity and allowed to resume his business, albeit with a fleet reduced to just five boats. Ever the astute operator, however, he snapped up passenger vessels being sold off by American companies and capitalised on the mass migration of Italians to South America and Australia.

By the early 1950s, the Lauro line’s complement of ships was already back up to 50, re-establishing his position as the Mediterranean’s biggest shipping company.  Known often as 'Il Comandante', he was also dubbed 'the Neapolitan Onassis' after the Greek shipping magnate.

Lauro entered politics in 1952 when he stood for Mayor of Naples as a member of the Monarchist National Party, a political group that had continued to win support despite the nation’s vote to disband the royal family and become a republic after World War II.

He won a landslide victory, after which he presided over a massive building programme in Naples that included the construction of the Stadio San Paolo football stadium in Fuorigrotta as a new home for the city’s football club and a new railway station for the city at Piazza Garibaldi.  The city also saw multiple apartment blocks spring up.

Lauro moved into national politics after he had been ousted as Naples mayor in 1958 and was elected first as a deputy and then a senator in the Italian parliament.

The MS Surriento was an ex-US Marines transport ship that Lauro turned into a passenger liner
The MS Surriento was an ex-US Marines transport
ship that Lauro turned into a passenger liner
In the meantime, his business continued to progress. In 1973, he took back control of Flotta Lauro from his sons, who had managed it while he concentrated on politics but not, in his opinion, particularly well. He bought two giant oil tankers, the Coraggio and the Volere, and developed his media interests by moving into television, opening Canale 21, a Naples-based broadcaster that was the first privately-owned television channel in Europe.

Blue-eyed, handsome and always well dressed, Lauro had a reputation for womanising, having been sent away to sea by his father at the age of 14 after a dalliance with one of the family’s maids. His first wife, Angelina, who bore him three children, shared his affections with his mistress, Jolanda, who was mother to another son. After Angelina's death, Lauro, then 83, married Eliana Merolla, a beautiful young actress 50 years his junior.

The international oil crisis eventually caused Flotta Lauro to go into decline, plunging the company into deep financial difficulty.  In his efforts to shore up the business, Lauro sold scores of business and personal assets, including his house in the heart of Naples, his luxurious villa on the Sorrento peninsula, plus much of his collection of paintings, silverware, Capo di Monte porcelain and antique furniture, including a billiard table said to have belonged to Admiral Nelson.

When Lauro died, aged 95, in November 1982, the fleet was broken up and sold.

His popularity was such that thousands of Neapolitans turned out for his funeral. In Sorrento, a square was named after him.

Three years after his death, the name Achille Lauro became known to a wider audience in unfortunate circumstances after the MS Achille Lauro, a passenger liner registered in Rotterdam, was hijacked by members of the Palestine Liberation Front off the coast of Egypt.

The bathing area at Piano di Sorrento, the viillage where Achille Lauro was born
The bathing area at Piano di Sorrento, the viillage where
Achille Lauro was born on this day in 1887
Travel tip:

Piano di Sorrento is a fishing village that forms part of what might be termed ‘greater Sorrento’, along with Meta, Sant'Agnello, Vico Equense. The Victorian poet Robert Browning is said to have stayed in the area and mentions the countryside of Piano and other localities of the Sorrentine peninsula in the poem "The Englishman in Italy".  Piano di Sorrento’s prosperity increased, and the supply of power and water to homes was improved, after the creation of a railway tunnel between Vico Equense and Castellammare di Stabia.  This also shifted the area’s economic base from fishing, agriculture and boat-building towards tourism.

Sorrento enjoys a spectacular cliff-top setting overlooking the beautiful Bay of Naples
Sorrento enjoys a spectacular cliff-top setting overlooking
the beautiful Bay of Naples
Travel tip:

Sorrento is a beautiful cliff-top town overlooking the Bay of Naples with wonderful views of the volcano Vesuvius and the islands of Capri, Ischia and Procida in the distance.  Known by Italians as La Gentile, Sorrento has a mild climate and excellent tourist amenities, making it one of southern Italy’s most popular holiday destinations.  The historic centre has a wealth of elegant architecture from the late 19th and early 20th centuries, with some Greek, Roman and medieval structures still preserved as a reminder of historical roots that go back to 600BC. Modern Sorrento has many fine hotels and excellent restaurants, plus shops selling locally-made ceramics, lacework and marquetry and the speciality liqueur limoncello.

Also on this day:

1700: The birth of sculptor Pietro Bracci, creator of the Oceanus statue at the Trevi Fountain

1942: The birth of world motorcycle champion Giacomo Agostini

2008: The birth of novelist Mario Rigoni Stern


Home

12 June 2020

Edda “Edy” Campagnoli - model, TV star and businesswoman

Glamorous blonde who married top footballer


Edy Campagnoli, pictured with her husband, footballer Lorenzo Buffon
Edy Campagnoli, pictured with her
husband, footballer Lorenzo Buffon
The model, television star and later businesswoman Edda “Edy” Campagnoli was born on this day in 1934 in Milan.

Campagnoli was a famous face in Italy in the 1950s. She became a celebrity as the glamorous assistant of popular presenter Mike Bongiorno on a prime time quiz show, and then married the AC Milan and Italy goalkeeper Lorenzo Buffon.

For a while, she and Buffon - a cousin of the grandfather of another famous Italian goalkeeper, World Cup-winner Gianluigi Buffon - were one of Italy’s most high-profile couples.

Campagnoli, blonde with blue eyes and a curvaceous figure, first attracted attention as a catwalk model in the city of her birth and it would be her looks that provided a passport to stardom. In 1954, the director Luchino Visconti decided she would be the perfect Venus in his interpretation of Gaspare Spontini’s opera La vestale, giving her the rare distinction of appearing on stage at Milan's great opera house, Teatro alla Scala, alongside the superstar soprano Maria Callas. She was not required to sing.

A year later, she made her television debut in an afternoon show on the fledgling Rai network, where she was quickly spotted by the producers of Lascia o raddoppia?, a new quiz show based on the American hit The $64,000 Question.

Campagnoli, with host Mike Bongiorno (left) and  guest - the comedian Totò - in Lascia o radoppio?
Campagnoli, with host Mike Bongiorno (left) and
guest - the comedian Totò - in Lascia o radoppio?
Lascia o raddoppia? (English translation: Double or Quits?) was the vehicle that propelled Bongiorno to fame, effectively launching a career that would see his face become as recognisable to Italians as the Pope.

Campagnoli’s role was to lead the quiz show’s contestants on to the stage and introduce them to the host before standing to one side. Her presence was essentially decorative, as she was told bluntly by Bongiorno on the first night of transmission, when nervously she asked to run through what she would be doing and was told to “just be a beautiful girl”. The press dubbed her la valletta muta - the mute valet.

Her relationship with Bongiorno was often difficult. He was not a tall man and in high heels she towered above him. In an interview many years after she left the show, Campagnoli said that he ordered her to wear flat shoes and would refuse to be photographed with her if she was in heels.

Nonetheless, the huge success of the show turned Campagnoli into a celebrity, her appearances alongside Bongiorno in publicity events drawing massive crowds.  It also made her wealthy. Although the 25,000-lire fee she was paid for each edition was a fraction of the amount Bongiorno received, it still made her the highest-paid woman in Italian television.

Edy Campagnoli left television to open a boutique in Milan's famous fashion quarter
Edy Campagnoli left television to open a
boutique in Milan's famous fashion quarter
Her fame also opened the door to a number of movie parts and frequent lucrative appearances in the popular fotoromanza magazines, which featured fictional romance stories in photo strip format. The press called her “the most famous woman in Italy”.

Her real-life romance with Buffon, who made around 300 appearances for an AC Milan side that dominated Italian football in the ‘50s, was a sensation, lapped up by the popular press, not least because she had previously been involved with Giorgio Ghezzi, the goalkeeper at AC Milan’s city rivals, Inter.

They married in 1958, the wedding eagerly covered by Italy’s popular gossip magazines and which drew a crowd of 2,000 people, waiting for a glimpse of her wedding dress despite pouring rain.  For a while, they were the most photographed couple in Italy and could not venture out without being mobbed. They had a daughter, Patricia, but were divorced after 10 years, even though they remained friends.

When Lascia o raddoppia? reached the end of its run in 1959, Campagnoli appeared in a number of other TV shows but quit showbusiness in the mid-1960s to return to the world of clothes, opening a boutique in Via della Spiga, a short distance from Via Monte Napoleone in the heart of Milan’s celebrated fashion quarter.

She was reunited with Bongiorno briefly in 1971, making a guest appearance in another of his hit shows, but for the most part devoted herself to building a successful business. Designs bearing her name sold all over the world and fashion remained her focus until the early 1990s, when her health began to decline.

Campagnoli died at her home in Corso Venezia in January 1995 at the age of 60, having suffered a stroke. Her funeral took place at the church of San Babila.

Via Monte Napoleone is the most famous street in Milan's Quadrilatero della Moda
Via Monte Napoleone is the most famous street in
Milan's Quadrilatero della Moda
Travel tip:

Milan’s fashion district is known as the Quadrilatero della Moda, sometimes the Quad d’Oro. It can be found a 10-minute walk away from the Duomo in the centre of the city. The area centres on Via Monte Napoleone, a long street is lined with designer fashion boutiques, antiques shops and neoclassical mansions. Most of the major fashion houses - such as Armani, Gucci, Hermès, La Perla, Louis Vuitton, Prada, Ralph Lauren and Versace - Nearby, the Palazzo Morando museum displays period costumes.

Corso Venezia, with the Art Nouveau palace Palazzo  Castiglioni in the centre, third building from the right
Corso Venezia, with the Art Nouveau palace Palazzo
Castiglioni in the centre, third building from the right
Travel tip:

Corso Venezia is one of the Milan’s most exclusive and elegant avenues, itself forming part of the Quadrilatero della moda shopping district, stretching from the church of San Babila to Porta Venezia, one of the city’s historical gates. It is lined with Renaissance, Baroque, Rococo and Neoclassical palaces, parks and gardens, including the Giardini Pubblici Indro Montanelli, which contains both the Neoclassical Villa Reale and the city’s Natural History Museum.

Also on this day:

1675: The death of Charles Emmanuel II, Duke of Savoy

1885: The birth of mafioso Nick Gentile

1922: The birth of astrophysicist and TV personality Margherita Hack


Home








12 March 2020

Gaspare Campari - drinks maker

Bar owner who created classic red aperitif


Gaspare Campari created his eponymous liqueur while running a bar in Novara
Gaspare Campari created his eponymous
liqueur while running a bar in Novara
Gaspare Campari, whose desire to mix distinctive and unique drinks for the customers of his bar resulted in the creation of the iconic Campari aperitif, was born on this day in 1828 in Cassolnovo, a small town approximately 30km (19 miles) southwest of Milan.

He founded the company, subsequently developed by his sons, Davide and Guido, that would grow to such an extent that, as Gruppo Campari, it is now the sixth largest producer of wines, spirits and soft drinks in the world with a turnover of more than €1.8 billion.

Gaspare was the 10th child born into a farming family in the province of Pavia, where Cassolnovo is found, but he had no ambition to work on the land.  After working in a local bar, at the age of 14 he went to Turin, then the prosperous capital of the Kingdom of Piedmont-Sardinia.

He obtained an apprenticeship to Giacomo Bass, the Swiss proprietor of a pastry and liqueur shop on Piazza Castello.  He is also said to have worked at the historic Ristorante Del Cambio, on Piazza Carignano, as a waiter and dishwasher.

In 1850, by then in his early 20s and armed with the knowledge he had acquired in about eight years in Turin, he moved to Novara, some 100km (62 miles) northeast of Turin and about 50km (31 miles) west of Milan.

The Caffè Campari inside Milan's historic Galleria Vittorio Emanuele II remains a popular bar today
The Caffè Campari inside Milan's historic Galleria
Vittorio Emanuele II remains a popular bar today
There he rented the Caffè dell’Amicizia, in a prime spot at the junction of Corso Italia and Corso Cavour.  He built up a large clientele and began to experiment by making innovative new alcoholic concoctions for his customers.  Among them was a bitter aperitif he made by blending herbs and fruits, including the cascarilla plant and the chinotto orange.

Its distinctive red colour was created in the original version by the addition of carmine dye, derived from crushed cochineal beetles, although that ingredient is not used today.  Gaspare called it Bitter all’uso D’Hollanda, after a drink he had tasted on a visit to the Netherlands, but it was not long before patrons of the bar began to refer to it as Bitter del Signor Campari, and eventually simply Campari.  He began to bottle it in a workshop at the back of his premises, launching the Campari brand in 1860.

Married while in Novara, eventually becoming father to five children, he decided in 1862 to relocate to Milan, where he acquired a bar opposite the city's magnificent Gothic cathedral.  Five years later, as part of a plan to create a vast Piazza del Duomo, the building containing Campari’s car was earmarked for demolition.  Thankfully, Gaspare was handsomely compensated and moved into prestigious premises inside the new Galleria Vittorio Emanuele II, the glass-vaulted shopping arcade that links Piazza del Duomo with Piazza della Scala.

Fortunato Depero's classic Camparisoda bottle was designed in 1932 and is still in use today
Fortunato Depero's classic Camparisoda bottle
was designed in 1932 and is still in use today
It is said that the bar, situated on the left-hand side at the Piazza del Duomo entrance to the Galleria and named Caffè Campari, became a meeting place for musicians and composers, with Giuseppe Verdi, Giacomo Puccini, Arrigo Boito and the music publisher Giulio Ricordi among those supposed to have visited.

When Gaspare died in 1882, aged just 54, his widow, Letizia, is said to have taken control of the company until his son, Davide, who had been born in the same year that his father had moved into the Galleria. Guido took over the running of the bar.

In 1904, production of Campari moved to a factory at Sesto San Giovanni, a growing industrial town to the north of Milan, which would remain in operation until 2005, when a new production site was opened in Novi Ligure, in the province of Alessandria in Piedmont.

Fiercely marketed by Davide, the famous drink became known across Italy and beyond, especially after the launch in 1932 of Camparisoda, the mix of Campari liqueur and soda water still sold in its trademark conical bottle, designed by the Futurist artist Fortunato Depero.

Nowadays, the Campari Group is a massive drinks conglomerate, with a portfolio of brands that includes Aperol and Grand Marnier liqueurs, SKYY Vodka, Wild Turkey bourbon, Glen Grant Scotch whisky, Bisquit Cognac and Cinzano vermouth.

The multi-tiered 121-metre high cupola of Novara's  Basilica of San Gaudenzio
The multi-tiered 121-metre high cupola of Novara's
Basilica of San Gaudenzio
Travel tip:

Novara, where Gaspare first created his famous drink, is in the Piedmont region. It is the second biggest city in the region after Turin. Founded by the Romans, it was later ruled by the Visconti and Sforza families. In the 18th century it was ruled by the House of Savoy. In the 1849 Battle of Novara, the Sardinian army was defeated by the Austrian army, who occupied the city. This led to the abdication of Charles Albert of Sardinia and is seen as the beginning of the Italian unification movement.  The most imposing building in Novara is the Basilica of San Gaudenzio, which has a 121-metre high cupola.




The Piazza Delle Piane is an elegant square in the centre of Novi Ligure, flanked by the Palazzo Delle Piane.
The Piazza Delle Piane is an elegant square in the centre
of Novi Ligure, flanked by the Palazzo Delle Piane.
Travel Tip:

In the 17th and 18th centuries, the town of Novi Ligure, where Campari switched production in 2005, was once a renowned inland resort for rich Genoese families, whose numerous noble palaces adorn the historical centre. These include Palazzo Negroni, Palazzo Durazzo and Palazzo Delle Piane, situated in Piazza Delle Piane.  Novi has retained part of its walls, erected in 1447 and partly demolished in the 19th century, together with the tower of the Castle.  There is a museum, the Museo dei Campionissimi, devoted to Fausto Coppi and another famous cyclist, Costante Girardengo, who were both born there.  The town is now a centre for the production of chocolate, notably the Novi brand.

16 April 2019

Felice Pedroni - prospector

Italian’s discovery sparked Fairbanks Gold Rush


Felice Pedroni, a photograph taken in Alaska  in the early 20th century
Felice Pedroni, a photograph taken in Alaska
in the early 20th century
The gold prospector known as Felix Pedro was born Felice Pedroni on this day in 1858 in the village of Trignano, near the small Apennine town of Fanano in Emilia-Romagna.

In July 1902, on or around the 22nd, Pedroni discovered gold in the Tanana Hills northeast of the fledgling town of Fairbanks, Alaska in a small, then unnamed stream (later to be called Pedro Creek).

Some claim that Pedroni was the prospector who, on his return to Fairbanks from his prospecting mission, uttered the famous words "There's gold in them there hills", although there are other accounts of where the phrase originated.

What does not seem to be disputed is that Pedroni’s discovery triggered what became known as the Fairbanks Gold Rush as more than 1,000 other gold diggers flooded the area.

Brought up in a family of subsistence farmers in Trignano, Pedroni was the youngest of six brothers. He left Italy in 1881 after the death of his father. He moved first to France, then took the bold decision to board a steamship to America.

After disembarking in New York City, where he was registered as Felix Pedro, he found work as a labourer but, having heard about the gold in Alaska and was determined to get there. As soon as he had saved enough money, Pedroni moved on, first to Ohio, then Washington State, British Columbia and Yukon, each time taking a job and biding his time until he could afford to move on. He became an American citizen in 1888.

Fairbanks quickly developed as a city with the wealth  generated by the gold rush sparked by Pedroni's find
Fairbanks quickly developed as a city with the wealth
generated by the gold rush sparked by Pedroni's find
Once in Alaska, Pedroni panned for gold in the Fortymile, the Piledriver Slough and various other waterways, including the 'Lost Creek' in which Pedroni and his partner, Tom Gilmore, claimed to have found a sizable amount of gold in 1898, but were forced to abandon due to lack of food.
Despite marking the spot and searching for it for the next three years, they were unable to find it again.

It was while trying to locate the creek that they were drawn to the camp that would become Fairbanks after seeing plumes of smoke from a steamboat. They dropped down from the hills above the settlement, stocked up with supplies and returned to their search.

This time they did find gold, in the Tanana Hills, northeast of Fairbanks.

Pedroni died in July, 1910 at age 52 at St. Joseph's Hospital in Fairbanks - which by then had grown rapidly to be the largest city in Alaska - reportedly of a heart attack.

This was later disputed by business partner Vincenzo Gambiani, who suspected Pedroni's Irish wife, Mary Ellen Doran, of poisoning him.

The inscription on Felice Pedroni's simple grave in Fanano, the town near his birthplace in Emilia-Romagna
The inscription on Felice Pedroni's simple grave in Fanano,
the town near his birthplace in Emilia-Romagna
Pedroni had intended to marry an Italian girl and, in fact, returned to Italy in 1906 a wealthy man, in search of a bride. He thought he had found one in Egle Zanetti, a young teacher from Lizzano in Belvedere with whom he fell in love. She turned down his proposal, however, and returned to Alaska, heartbroken.

By contrast, Mary Doran was said to be a saloon girl of loose morals. Gambiani believed she killed Pedroni so that she might inherit his fortune.

Pedroni’s body was initially shipped to Colma, near San Francisco, to be buried, which is where it remained until October, 1972, when it was found, exhumed, and moved to Italy to be re-interred in Fanano. First, however, some hair samples were tested, the results of which reportedly supported the theory that Pedroni had been murdered.

Today, Pedroni is remembered in Alaska as one of the founding fathers of Fairbanks. In 1947, the Felice Pedroni Monument was erected on the Steese Highway north of Fairbanks, near what is still known as Pedro Creek. The annual Fairbanks Golden Days celebration always begins with a rededication of the monument.


The countryside of the Valle di Ospitale, close to Fanano in the Frignano regional park in Emilia-Romagna
The countryside of the Valle di Ospitale, close to Fanano
in the Frignano regional park in Emilia-Romagna
Travel tip:

Fanano is a town of some 2,500 inhabitants within the Regional Park of the Modenese High Apennines, otherwise known as the Frignano regional park, a rich and colourful natural area of lakes and mountains maintained for the growth and preservation of rare species, animals and plants. The park covers 15 thousand hectares, rising to a height of 2,165 metres (7,100 feet) at the summit of Monte Cimone. Among the several rare species to be found in the park are Alpine Marmots and Apennine Wolves. The area is popular for mountain biking, trekking and orienteering, and snow tracking in the winter. Fanano itself is close to the lakes of Scaffaiolo and Pratignano and the Passo della Croce Arcana, an alpine pass at 1,669m (5,475ft) between outlying areas of Fanano and Cutigliano.

The Ducal Palace in Modena, which dates back to 1635, was once the most sumptuous palace in Europe
The Ducal Palace in Modena, which dates back to 1635, was
once the most sumptuous palace in Europe
Travel tip:

Fanano is just over 60km (37 miles) from the city of Modena, which is well known for a variety of reasons, as a centre of the car industry - Ferrari, De Tomaso, Lamborghini, Pagani and Maserati all have connections with the city - the home of balsamic vinegar, and the birthplace of the great tenor, Luciano Pavarotti. One of the main sights in Modena is the huge, baroque Ducal Palace, which was begun by Francesco I d’Este, Duke of Modena, on the site of a former castle in 1635. His architect, Luigi Bartolomeo Avanzini, created a home for him that few European princes could match at the time. The palace is now home to the Italian national military academy. In the Galleria Estense, on the upper floor of the Palazzo dei Musei in Modena, there is a  one-metre high bust of Francesco by Gian Lorenzo Bernini.

More reading:

The Italian origins of San Francisco's Ghirardelli Chocolate Company

How Gaetano Merola founded the San Francisco Opera

Carlo Camillo di Rudio - the Italian aristocrat who fought in the Battle of Little Bighorn

Also on this day:

1118: The death of Adelaide del Vasto, Countess of Sicily

1839: The birth of politician Antonio Di Rudini, twice Italy's prime minister

1881: The birth of magazine artist Fortunino Matania


Home


3 March 2019

Charles Ponzi - fraudster

Name forever linked with investment scam


Charles Ponzi set up in business in Boston having twice previously been in jail
Charles Ponzi set up in business in Boston
having twice previously been in jail
The swindler Charles Ponzi, whose notorious fraudulent investment scheme in 1920s America led his name to be immortalised in the lexicon of financial crimes, was born Carlo Ponzi in the town of Lugo di Romagna on this day in 1882.

Ponzi, who emigrated to the United States in 1903 but arrived there almost penniless, had been in prison twice - once for theft and a second time for smuggling Italian immigrants illegally into the US from Canada - when he came up with his scheme.

Always on the lookout for ways to make a fast buck, Ponzi identified a way to make profits through exploiting the worldwide market in international postal reply coupons.  This was not his scheme, simply the starting point.

These coupons, which allowed a correspondent in one country to pay for the cost of return postage from another country, were sold at a universal cover price but variations in exchange rates meant that a coupon bought in one country might be worth more in another.  Coupons bought in Italy, for example, could be exchanged for stamps in the US that could then be sold for several times more than the dollar-equivalent cost of the coupon in Italy.

The difference was big enough, Ponzi reckoned, to generate as much as 400 per cent profit. He planned to use his profits to fund an investment scheme by which he could offer returns much higher than any available at the mainstream banks and yet make a handsome margin for himself.

Ponzi's natural charm and snappy dress was very persuasive in attracting clients
Ponzi's natural charm and snappy dress
was very persuasive in attracting clients
It seemed a guaranteed winner. Although his efforts to borrow money to get the venture started did not work out, Ponzi approached some of his wealthier friends in Boston, Massachusetts, where he had married a local Italian girl, Rose Maria Gnecco, and was working as a translator. He promised to double their money within 90 days, or deliver 50 per cent profit in 45 days, and duly did so.

His next step was to set up his own company and attract investment from the wider public. His Securities Exchange Company attracted $1,800 in the first month. Ponzi delivered his clients vast returns as promised. Word quickly spread.

The more investors he was able to satisfy, the longer the queue to join in. By July 1920, only six months after his launch, Ponzi was accepting investments totalling almost $1 million every day.

He spent lavishly, buying a mansion in Lexington and the most expensive car available. He booked a stateroom on an ocean liner to bring his mother to America from her home in Parma.

Unbeknown to his clients, however, Ponzi’s plan to reinvest their money in international reply coupons had been massively flawed at the outset. To generate the profits he needed would have required him to import millions of coupons. In fact, there were only 27,000 in existence.

Ponzi signs a cheque for a delighted investor in his Boston office in the spring of 1920
Ponzi signs a cheque for a delighted investor in his
Boston office in the spring of 1920
Instead, when clients’ investments matured, Ponzi was paying them with money he received from new investors. There was no external profit at all.  Logically, it was foolhardy to continue. Yet with his total of clients growing every day, he always had a surplus of cash and so long as that was the case he could continue in business. In any event, many of his clients simply reinvested their returns.

The problem for Ponzi was schemes that look too good to be true tend to attract the attention of the disbelieving. In this case, it was the Boston Post newspaper, who began to carry articles posing questions about his success.

After one such article, he sued for $500,000 libel damages and won, yet the seeds of doubt had been planted. More investigations followed, investors began to panic and soon Ponzi was paying out more than he was taking in.

The cover of a recent reprint of Ponzi's  autobiography, written in the 1940s
The cover of a recent reprint of Ponzi's
 autobiography, written in the 1940s
His final mistake was to hire a former Post journalist, William McMasters, as his publicity agent. McMasters came across documents that showed Ponzi had kept going by effectively ‘robbing Peter to pay Paul’. He sold his story to the Post for $5,000.

More panic followed and then an investigation by the Massachusetts Bank Commissioner. It was the beginning of the end for Ponzi. His bankers stopped honouring his cheques and three of his clients filed a petition in court to declare him bankrupt. In November 1920 he was sentenced to five years in jail. His investors had collectively lost around $20 million.

After further prison terms, in between which, while on bail pending an appeal, he attempted to set up a property scam in Florida, he was deported to Italy in 1934. Divorced in 1937 - his wife stayed behind in Boston - he tried various business schemes without success and eventually settled in Brazil, where he died in 1949, although he did first write his autobiography.

Despite Carlo Ponzi’s inevitable demise, countless others down the years have tried to make money using the same methods. The most high-profile example this century involved the financier and investment advisor Bernie Madoff, who was sentenced to 150 years’ jail in 2009 after running a Ponzi Scheme through his Wall Street brokerage that was ultimately outed as the largest financial fraud in US history, worth $64.8 billion.

The Rocca Estense in Lugo di Romagna now serves as the town's municipal offices
The Rocca Estense in Lugo di Romagna now serves as
the town's municipal offices
Travel tip:

Lugo di Romagna is a town of 32,000 people about 30km (19 miles) west of Ravenna and 18km (8 miles) north of Faenza in Emilia-Romagna. Its most famous monument, the Rocca Estense (Este Castle), was partially rebuilt during the French occupation in 1500. The interior houses portraits of famous lughesi and a lunette attributed to Mino da Fiesole. It has been Lugo’s town hall since 1797. Also of note is the 19th century covered market hall known as Il Paviglione and the restored 18th century Teatro Rossini. Apart from Ponzi, famous lughesi include the First World War fighter pilot Francesco Baracca and a former world motorcycling champion, Mario Lega.


The Teatro Regio in Parma, while not so well known as La Scala in Milan, is considered one of Italy's top opera houses
The Teatro Regio in Parma, while not so well known as La
Scala in Milan, is considered one of Italy's top opera houses
Travel tip:

Parma, where Ponzi claimed to have grown up after his family moved there from Lugo, is an historic city in the Emilia-Romagna region, famous for its Prosciutto di Parma ham and Parmigiano Reggiano cheese, the true ‘parmesan’. In 1545 the city was given as a duchy to the illegitimate son of Pope Paul III, whose descendants ruled Parma till 1731. The composer Giuseppe Verdi was born near Parma at Bussetto and the city has a prestigious opera house, the Teatro Regio.

More reading:

Michele Sindona - the fraudster with links to the Vatican

The mysterious death of Roberto Calvi

Joe Petrosino - the immigrant who became a New York crime fighter

Also on this day:

1578: The death of Venetian doge Sebastiano Venier

1585: The inauguration of Palladio's Teatro Olimpico in Vicenza

1768: The death of composer Nicola Porpora

Selected books:

Ponzi: The Incredible True Story of the King of Financial Cons, by Donald Dunn

The Rise of Mr Ponzi, by Charles Ponzi

(Picture credits: Rocca Estense by Lalupa; Teatro Regio by Stefano Sansavini; via Wikimedia Commons)


Home

17 November 2018

Calisto Tanzi - disgraced businessman

Man at the centre of the Parmalat scandal 



Calisto Tanzi took over his father's grocery store when he was 22 years old
Calisto Tanzi took over his father's grocery
store when he was 22 years old
Calisto Tanzi, the business tycoon jailed for 18 years following the biggest corporate disaster in Italian history, was born on this day in 1938 in Collecchio, a town in Emilia-Romagna, about 13km (8 miles) from the city of Parma.

Tanzi was founder and chief executive of Parmalat, the enormous global food conglomerate that collapsed in 2003 with a staggering €14 billion worth of debt.

Subsequent criminal investigations found that Tanzi, who built the Parmalat empire from the grocery store his father had run in Collecchio, had been misappropriating funds and engaging in fraudulent practices for as much as a decade in order to maintain an appearance of success and prosperity when in fact the business was failing catastrophically.

Of all those hurt by the collapse, the biggest victims were more than 135,000 small investors who had bought bonds in the company, some of them trusting Parmalat with their entire life savings.

Between 2008 and 2010, Tanzi was found guilty by four different courts of fraud, of the fraudulent bankruptcy of Parmalat, the fraudulent bankruptcy of Parmatour, a travel industry subsidiary, and of false accounting at Parma, the football club he owned.

The Parmalat logo became familiar in almost every food store and supermarket across Italy and elsewhere
The Parmalat logo became familiar in almost every
food store and supermarket across Italy and elsewhere
There were several appeals, during which Tanzi, who had been arrested and held in custody immediately following the collapse, was able to continue living on his estate. However, he finally began his sentences in 2011.

The Parmalat story was portrayed as fairy tale of modern Italy. Calisto Tanzi was a 22-year-old university student when his father, Melchiorre, died suddenly in 1961. As the oldest son and out of a sense of duty to the family, Calisto gave up his studies in order to take over his father’s shop.

Family-run grocers were and still are a fixture in Italian high streets. Calisto could have had a comfortable life running such an essential business - but he had bigger ideas.

Parmalat was a major sponsor of sport, including football and Formula One motor racing
Parmalat was a major sponsor of sport, including football
and Formula One motor racing
Anticipating that there was a market in Italy for selling milk that could be kept fresh for an extended period, he acquired premises on the outskirts of Parma in which to set up a pasteurisation plant. He bought packaging from the burgeoning Swedish company, Tetra Pak, sterilized the milk by heating it to extremely high temperatures and sealed it in Tetra Pak's cartons. He came up with the name Parmalat to display on the cartons, turning a basic agricultural product into a unique brand.

The venture was a hue success and soon he diversified into pasta sauce, biscuits, yoghurts, fruit juice and ice cream. White lorries carrying the company’s simple petal logo became a familiar sight on Italy's roads.

Parmalat grew to become the entrepreneurial symbol of Parma, and Tanzi the city's most generous benefactor.  The Tanzi family began to be seen as the Agnellis of Parma and Tanzi was determined to extend his largesse.

The court room at Tanzi's trial, in which he was found guilty of various frauds and jailed for 18 years
The court room at Tanzi's trial, in which he was found
guilty of various frauds and jailed for 18 years
He bought the city’s struggling football team and turned them not only into a force in Serie A but in Europe too.  Parmalat also invested heavily in Formula One, including backing the Austrian driver Niki Lauda.

Tanzi promoted the city's Verdi festival, in honour of the region's most famous composer, and paid for the uncovering and restoration of frescoes in the city's cathedral.

At its peak, Parmalat had more than 5,000 employees in Italy, and more than 30,000 in the rest of the world.  Inside the company, however, things were not as they seemed.

Profits were hit hard by the collapse of Latin American economies during the 1990s, and the problems caused by that were compounded by the threatened bankruptcy of the family travel company, Parmatour. 

But Tanzi tried to pretend all was well. Secretly, he began to remove cash - €500 million by his own admission - from Parmalat to prop up Parmatour. But that was only the start.

Tanzi desperately wanted to maintain the appearance that his business was in good shape when it was actually failing
Tanzi desperately wanted to maintain the appearance that his
business was in good shape when it was actually failing
In the years that followed, in his determination to preserve the illusion of prosperity and not lose face, Tanzi became increasingly reckless, apparently oblivious to the consequences that lies, falsification, forgery and fraud would inevitably bring. Investigators found that he had ordered his accountants to create a complex web of subsidiary companies based in offshore tax havens, which would appear to be holding billions of euros in credits from other Parmalat markets.

It all came crashing down eventually over a sum of just €150 million needed to redeem bonds. One of the company's banks advised them to draw on the €3.95 billion that one subsidiary supposedly had sitting in a Bank of America account in the Cayman Islands. It soon became clear the account did not exist.

In late December 2003, Parmalat filed for bankruptcy protection. The US Securities and Exchange Commission then sued Parmalat, alleging it had wrongfully induced American investors to buy more than $1.5 billion worth of securities. Eventually, Tanzi and others were arrested.

As well as his prison sentence, Tanzi suffered the loss of many of his considerable collection of works of art as paintings by by Picasso, Monet, Degas, Van Gogh and others, worth more than €100 million, were seized by police, despite the efforts of friends to hide them, in order to pay back some of the company's losses. He was also stripped of the honours previously bestowed on him by the Italian government.

The headquarters of Parmalat is still in Collecchio
The headquarters of Parmalat is still in Collecchio
Travel tip:

There is evidence of a settlement in the area of Collecchio since the Paleolithic Age, although it was not until 1796 that it was given the status of a comune.  Its history in the food industry began at the end of the 19th century as a centre for canning and meat products. It became an important centre in the Italian charcuterie industry as well as for dairy products including Parmesan cheese. It is still the headquarters of Parmalat, which was restructured in 2005 and is now a subsidiary of the French group Lactalis. In April 1945, the town was famously liberated from Nazi forces by the Brazilian Expeditionary Force in the Battle of Collecchio.

The church of San Giovanni Evangelista in Parma with its beautiful facade
The church of San Giovanni Evangelista
in Parma with its beautiful facade
Travel tip:

Parma is an historic city in the Emilia-Romagna region, famous for its Prosciutto di Parma ham and Parmigiano Reggiano cheese, the true ‘parmesan’. In 1545 the city was given as a duchy to the illegitimate son of Pope Paul III, whose descendants ruled Parma until 1731. The composer, Verdi, was born near Parma at Bussetto and the city has a prestigious opera house, the Teatro Regio. Among the main sights is the 11th century Romanesque cathedral and adjoining baptistery, the church of San Giovanni Evangelista, which has a beautiful late Mannerist facade and bell tower, and the Palazzo della Pilotta, which houses the Academy of Fine Arts, the Palatine Library, the National Gallery and an archaeological museum.

More reading:

Nevio Scala - the football manager who brought success to Parma

The mysterious death of Enrico Mattei

Camillo Olivetti - founder of Italy's first typewriter factory

Also on this day:

1494: The death of Giovanni Pico della Mirandola

1503: The birth of the Florentine master painter Bronzino

1878: The attempted murder of Umberto I


Home



6 November 2018

Giovanni Buitoni - entrepreneur

Turned family business into multinational company


Giovanni Buitoni took over the running of the family business when he was just 18
Giovanni Buitoni took over the running of
the family business when he was just 18 
Giovanni Buitoni, the entrepreneur who turned Buitoni pasta and Perugina chocolates into the international brands they are today, was born on this day in 1891 in Perugia.

The Buitoni family had been making pasta since 1827, when Giovanni’s great grandmother, Giulia, opened a small shop in the Tuscan town of Sansepolcro, in order to support the family after her husband, Giovan Battista Buitoni, had become ill.  She had her own recipe for pasta that used only high quality durum wheat.

Giulia had pawned her wedding jewellery in order to set up the shop but the business did so well that in 1856 two of the couple’s nine children, Giuseppe and Giovanni, opened a factory in Città di Castello, just over the border in northern Umbria, to manufacture pasta using a hard durum wheat they sourced in Puglia.

Giovanni’s sons, Antonio and Francesco, continued the company’s expansion, founding manufacturing plants in other towns, including Perugia.

It was in Perugia in 1907 that Francesco, noting the increasing popularity of chocolate, joined with several partners in launching the Perugina confectionary company.

Baci chocolates have been one of the most famous lines made by the Perugina chocolate company
Baci chocolates have been one of the most famous
lines made by the Perugina chocolate company
Giovanni junior’s destiny was probably always to have a role in the family business, although it came rather sooner than he expected.  After studying law he had gone to Germany in 1909 to learn the language and to observe the way German industries operated, their practises being somewhat advanced compared with Italy’s.

He curtailed his trip on receiving news that his father’s Perugina chocolate company was on the brink of bankruptcy. Already bursting with ideas for improving business, he persuaded his father to let him take over general management of the company at just 18 years old and succeeded in turning it into a profit-making concern.

Within only a short time, Perugina had expanded from a small basement operation to large factory with hundreds of workers. He installed modern machinery in the plant and introducing new products, among them the famous Baci -‘kisses' - chocolates still produced today, each containing a love note, which were the idea of Luisa Spagnoli, one of his father’s partners - and Giovanni's clandestine lover at the time - who went on to become famous in the fashion industry.

The Buitoni name has been visible in Italian shops since 1827, when the first Buitoni store opened in Sansepolcro
The Buitoni name has been visible in Italian shops since
1827, when the first Buitoni store opened in Sansepolcro
Giovanni even managed to combine running the company with a brief stint in the Italian Army in the First World War and later completing his doctor of law degree at the University of Perugia.

Always an innovator, he increased sales of Buitoni pasta products even in the Great Depression of 1930s by putting picture cards inside each packet for customers to collect. Customers who collected complete sets of the cards were eligible to take part in a radio contest and win prizes, including a FIAT automobile.

Giovanni Buitoni was by now an individual of some stature in Perugia, whose citizens he served as Podesta - mayor - from 1930 to 1935. In 1936, he married the opera singer, Letizia Cairone.

Letizia Cairone married Buitoni in 1936
Letizia Cairone married
Buitoni in 1936
Buitoni’s expansion into production outside Italy came almost through a twist of fate.

In 1939, Giovanni and his wife were invited by the Hershey Chocolate Company, who were holding a 30th anniversary celebration at their headquarters in Pennsylvania, to visit the United States.

They also attended the 1939 World’s Fair to New York City to promote their own products. With his typical entrepreneurial vision, having noted how much visitors were being asked to pay for food, Giovanni opened a pop-up spaghetti café on the site, selling plates of pasta dressed in simple sauces at 25 cents each.  He and Letizia cooked about 15,000 portions over the course of the event.

They found the American lifestyle to their liking and stayed on for a while afterwards. Unfortunately, before they could return to Italy the Second World War broke out, and once Italy had declared war on the side of the Germans, Giovanni and Letizia were unable to travel or access their money.

With no option but to stay and fend for themselves, Letizia followed the lead of Giovanni’s great grandmother and pawned her jewellery, enabling Giovanni to find a small premises in which to open a pasta factory in New Jersey.

Thanks in part to his vision in promoting the Buitoni name at the World’s Fair, the brand began to sell.  Within 15 years, the Buitoni Foods Corporation had a much bigger factory in South Hackensack, New Jersey and later another one in Brooklyn. A spaghetti restaurant in Times Square, New York City, followed, along with a Perugina shop on Fifth Avenue.

Carlo De Benedetti sold the Buitoni business to
Nestlé for $1.4 billion in 1987
Giovanni returned to Italy in 1953 to found the International Buitoni Organization to coordinate all the industrial activities of the family-controlled multinational, but he continued to spend long periods in the United States.

A gifted amateur basso profundo, he was able to realise one of his dreams during his stay in the United States, to sing opera at Carnegie Hall in New York. He invited family, friends and employees to make an audience and, with the help of professional singers Licia Albanese, a soprano, and the baritone Anselmo Colzani, sang arias from Don Giovanni, Rigoletto and Ernani.

Giovanni Buitoni retired from the operational management of the Buitoni group in 1966. He and Letizia had no children and his nephew, Marco Buitoni, succeeded him as president and chief operating officer. Giovanni died in Rome in January 1979.

The business was sold in 1985 to the industrialist Carlo De Benedetti, who owned Olivetti and the newspaper La Repubblica among other things. He in turn sold it for $1.4 billion to its current owner, Nestlé.

The Fontana Maggiore in Perugia's Piazza IV Novembre
The Fontana Maggiore in Perugia's Piazza IV Novembre
Travel tip:

Perugia, the capital of the Umbria region, is an ancient city that sits on a high hilltop midway between Rome and Florence. In Etruscan times it was one of the most powerful cities of the period.  It is also a university town with a long history, the University of Perugia having been founded in 1308.  The presence of the University for Foreigners and a number of smaller colleges gives Perugia a student population of more than 40,000.  The centre of the city, Piazza IV Novembre, has a medieval fountain, the Fontana Maggiore, which was sculpted by Nicolo and Giovanni Pisano.


A view across the rooftops of Sansepolcro
A view across the rooftops of Sansepolcro
Travel tip:

Sansepolcro is a town of 16,000 inhabitants situated about 38km (24 miles) northeast of Arezzo in the east of Tuscany, close to the borders with Umbria and Marche. The historic centre is entirely surrounded with fortified walls, built in the early part of the 16th century. The centre of the town is the Piazza Torre di Berta, named after the 13th-century tower of the same name, off which can be found the impressive Palazzi Pichi and Giovagnoli and the 14th-century cathedral, dedicated to St John the Evangelist.  The city is famous as the place in which the brilliant early Renaissance painter Piero della Francesca was born and died.

More reading:

Michele Ferrero, the man who invented Nutella

Mario Pavesi, the biscuit-maker who gave Italy the Autogrill

Anselmo Colzani and his 16 seasons at The Met

Also on this day:

1835: The birth of pioneer criminologist Cesare Lombroso

2007: The death of author and journalist Enzo Biagi

Vino Novello - Italy's 'nouveau' - goes on sale


Home