Cesare Bianchi - head chef

From shores of Lake Como to London’s Café Royal

The Art Deco memorial in Hampstead Cemetery,
built by Bianchi for his widow, Martha

Cesare Bianchi, who rose from humble beginnings to become head chef at London’s prestigious Café Royal in the 1930s, was born on this day in 1897 in Cernobbio, a village on Lake Como in northern Italy.

He moved to England when he was only 16, hoping to build a career in catering and soon found work doing odd jobs in a London kitchen. However, he had been in the city barely a year when the outbreak of the First World War meant he had to return to his homeland for national service.  In his case, it was with the Alpini, Italy’s mountain brigades, with whom he was an interpreter.

Eager to resume his career in England, once the war was over Cesare took a job at the Palace Hotel in Aberdeen.  It was there he met Martha Gall, the woman who would become his wife.

They were married in 1921 and Martha soon gave birth to their daughter, Patricia.  Ambitious, Cesare persuaded his wife to leave Scotland behind so that he could make another attempt to establish himself in London.

His culinary talents took him a long way as he worked his way up from modest beginnings to land a place in the kitchen at the Café Royal in Regent Street, which at the turn of the century had become one of the capital’s most fashionable restaurants, the place to be seen for society figures.

The Café Royal had a heady reputation but Bianchi was quite at home, soon winning many compliments for his culinary skills.  Ultimately, he was promoted to head chef. He and Martha and their daughter set up home in Hampstead, in Lawn Road.

Cesare Bianchi's position counted for
nothing when he was declared an alien

However, his life was turned upside down in 1936 when Martha died giving birth to their second child.  The baby, a boy given the name Robert, survived.  Martha was buried in Hampstead Cemetery, where Bianchi commissioned an enormous monument, an Art Deco extravagance topped with a Futurist angel, arms outstretched, between two columns and standing on a plinth bearing the name of Bianchi.

The grave, which now has Grade II listed status, is set in a triangular plot. Either side of the angel are two reliefs, one showing Cesare with Martha, who is cradling the baby she never lived to see, sitting on a park bench.  He had hoped one day that he would be buried alongside her.

Martha’s sister, Mary, helped Cesare bring up his children and he was able to return to work in Regent Street.

When peace in Europe was shattered again in 1939, Bianchi’s life took another unwelcome turn.  Although he had been resident in England for much of his adult life and had fought on the side of the Allies when Italy opposed the Central Powers (Germany, Austria-Hungary and Turkey) in World War I, Bianchi found himself classed as an alien in World War II after Italy entered an alliance with Germany.

His status in London counted for nothing. He, along with many other Italians and Germans, were taken to Liverpool, set to board the Arandora Star, a ship that would take them to internment in Newfoundland in Canada.

Smithfield Market, where Bianchi worked, was
destroyed by a German V2 flying bomb

The boat set sail on 2 July, 1940 with 1,300 prisoners on board but had barely hit the open sea of the Atlantic beyond Ireland when it was spotted by a German U-boat.  The enemy submarine was on its way back to base to reload its weapons batteries but had one torpedo left, which its commander  fired at the Arandora Star.

The device hit the side of the Arandora Star. The resulting explosion killed everyone in the ship’s engine room and caused the ship to start sinking rapidly. Bianchi was one of more than 700 Italian prisoners being contained in cramped dormitories - along with almost 600 Germans. Two thirds of the Italians drowned but Bianchi somehow survived and was picked up by a rescue ship.

He was still interned as planned but instead of Canada - or Australia, where others were shipped - was taken to a camp much closer to home on the Isle of Man, where he would remain until the end of 1942. At that point it was considered safe for him to return to London, even though it was not until the autumn of the following year that Italy signed an armistice with the Allies and itself declared war on Germany.

Bianchi rejoined Mary Gall and his children in Hampstead and found a new job in Smithfield Market, with which he hoped to rebuild his career.

The winged angel that sits above the grave of
Martha Gall-Bianchi in Hampstead Cemetery

After his ordeal on the Arandora Star, he might have hoped that the war would hold no more drama for him but, tragically, that was not the case.

On 8 March, 1945, in one of the last attacks that Germany would launch against Britain, Smithfield Market was struck by a V2, one of the second generation of flying bombs used by the Nazis and the forerunner of the inter-continental ballistic missile.

The explosion caused by the rocket destroyed the market and killed 110 people who were inside at the time, including both Cesare Bianchi and Mary Gall, whose presence there may have been because she was one of a large number of women shopping on that day.

In the circumstances, it was not possible for Bianchi to be buried alongside Martha. Along with the other victims of the bomb, he was laid to rest at the London Cemetery in Manor Park in the borough of Newham in the east of the city.

The Villa d'Este on the shores of Lake Como near
Cernobbio, where Cesare Bianchi was born

Travel tip:

Bianchi’s hometown of Cernobbio is notable for the Villa d’Este, the vast complex built as a 16th century summer residence for the Cardinal of Como, and one of many fine villas fronting the water. The town once attracted large crowds hoping to catch a sight of movie star George Clooney, who had a house at nearby Laglio and would occasionally be spotted at a cafe in Cernobbio. Scenes from the movie Ocean’s 12, in which Clooney starred, were filmed locally. The town generally has more locals than tourists. On summer evenings and weekends when the main piazza is full of families and couples.

The 15th century facade of the Duomo
in the centre of the lakeside town of Como

Travel tip:

Cernobbio is just a few kilometres from Como, the town at the southern tip of the eastern branch of Lake Como. It is a pleasant town with an impressive cathedral in the historical centre, the construction of which spanned almost 350 years, which is why it combines features from different architectural areas, including Gothic and Renaissance. The façade was built in 1457, its characteristic rose window and a portal flanked by Renaissance statues of Pliny the Elder and Pliny the Younger, both of whom were from Como. This Duomo replaced the earlier 10th-century cathedral, San Fedele.

Also on this day:

1912: The birth of singer-songwriter and actor Renato Rascel

1937: The death of Communist leader Antonio Gramsci

1942: The birth of disgraced entrepreneur Vittorio Cecchi Gori

2014: Popes John XXIII and John Paul II made saints


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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, 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

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

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

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

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

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


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Gabriele Corcos - celebrity cook

YouTube recipe blog led to TV fame in US

Gabriele Corcos and his wife, the actress Debi
Mazar, in a scene from their TV show

The TV cook and author Gabriele Corcos, whose show Extra Virgin on the Cooking Channel has given him celebrity status in the United States, was born on this day in 1972 in Fiesole, a town in the Tuscan hills just outside Florence.

He was invited to produce and host the show - the first original cookery programme to go out on the network when it launched in 2010 - after his YouTube channel, in which he prepared traditional Tuscan dishes, attracted a large following of devoted fans.

The Cooking Channel show was so successful it ran for five seasons, with 68 episodes, spawning a best-selling book of Tuscan recipes and a further show, Extra Virgin Americana, in which he starred with his wife, the actress Debi Mazar.

Corcos became a star of the kitchen without ever intending it to be his career.

His parents - his father was a surgeon, his mother a schoolteacher - wanted him to achieve his academic potential, while he was eager to find paid employment. He found a compromise by joining the army with the intention of qualifying as a medic, only to realise that the reward for graduating was to be posted to Kosovo, Somalia or Iraq.

Corcos, Mazar and one of their daughters
in action in their TV kitchen

Horrified at the prospect of active service, he abandoned his studies and decided instead to devote himself to his great love, music. Raising money by selling his treasured Ducati motorcycle, he decided to go to Brazil to learn to play the drums.

Everything changed again when, during a trip home, he met his future wife, who at the time was working with the pop megastar Madonna on make-up and dramatic presentation during a tour of Italy.   Within a short time, he had decided to travel back with Debi  to Los Angeles to start a new life in America. They married the following year, in 2002.

It was when he was forced to consider how he might make a living that he realised the thing he knew most about was cooking, having been brought up in the family farmhouse in the Tuscan hills, where the stove was always lit. His grandmother was preparing food almost constantly for the farmers and hunters and members of their families who would drop in most days.

Gabriele learned the basics of cooking when he was only six or seven years old and by the time he left home knew how to cook scores of Italian dishes. Noting how few Italian restaurants in the Los Angeles area served Italian food as he knew it, and struck upon the idea of demonstrating the recipes he had grown up with on his own YouTube channel, with his wife, Debi, as his companion in the kitchen.

Gabriele Corcos is active in helping food charities

Corcos boosted his knowledge while in Los Angeles by working in the kitchens of noted chefs such as Gino Angelini.

He never imagined his YouTube channel would be popular but soon the couple were receiving hundreds of emails congratulating them on their project and were encouraged to continue. The channel eventually ran for about five years.

Now based in Brooklyn, New York, Corcos has participated in both the Food Network New York City and Food Network South Beach Wine and Food Festivals since 2011 as a celebrity chef.

He has become involved too with food charities. While making an appearance on Food Network channel's Chopped in April 2013, he competed on behalf of the charity Feeding America and in 2013, Corcos and his family participated in the Live Below the Line Challenge, in which the family tried to feed themselves on $1.50 each per day, which is the equivalent of the poverty line in America.

In 2014, Corcos became a council member of the Food Bank For New York City and hosted a pop-up dinner series in 2014 where a large portion of the proceeds benefited the Food Bank.

Although married to an American and with two daughters born in the United States, Corcos still hankers after a return to Fiesole and the family farm, surrounded by vines and olive trees and hopes that the Food Network’s availability on Italian television may lead to opportunities to work in Italy.

Fiesole offers panoramic views across Florence

Travel tip:

Fiesole, a town of about 14,000 inhabitants situated in an elevated position about 8km (5 miles) northeast of Florence, has since the 14th century been a popular place to live for wealthy Florentines and even to this day remains the richest municipality in Florence.  Formerly an important Etruscan settlement, it was also a Roman town of note, of which the remains of a theatre and baths are still visible.  Fiesole's cathedral, built in the 11th century, is supposedly built over the site of the martyrdom of St. Romulus. In the middle ages, Fiesole was as powerful as Florence until it was conquered by the latter in 1125 after a series of wars.

A typical landscape in Tuscany's Chianti region

Travel tip:

The Tuscany countryside tends to be associated with Chianti country, the wine-growing area known and appreciated by visitors from across the world. It by no means occupies the whole of the region, although it is a large area.  The borders are not clearly defined but in general it extends over the provinces of Florence and Siena, covering all of the area in between, extending to the east toward the Valdarno and to the west to the Val d'Elsa. It is further defined as Chianti Fiorentino, which includes towns such as Barberino Val d’Elsa, Greve in Chianti, San Casciano in Val di Pesa and Tavarnelle in Val di Pesa, and Chianti Sienese, which includes Radda, Gaiole, Castellina and Castelnuovo Berardenga.

More reading:

How Gino D'Acampo rebuilt his life to become a star cook and TV presenter

The chef from Riccione and his American dream

Gennaro Contaldo's passion for Amalfi

Also on this day:

The Feast of Saint Giustina of Padua

1675: The birth of famed Venetian portrait painter Rosalba Carriera



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Franco Bonvicini – comic book artist

Comic artist became famous for satirising the Nazis

Bonvi's Sturmtruppen was a hit in countries
beyond Italy as well as at home

Franco Bonvicini, who signed his comic strips Bonvi, was born on this day in 1941 in either Parma or Modena in Emilia-Romagna.

The correct birthplace is unknown. According to the artist, his mother registered him in both places to obtain double the usual amount of food stamps for rations.

After a brief spell working in advertising, Bonvi made his debut in the comic strip world for the Rome newspaper Paese Sera with his creation Sturmtruppen in 1968.

This series satirising the German army was a big hit and was published in various periodicals over the years. It was also translated for publication in other countries.

Although left-wing and a pacifist, Bonvi was fascinated by war and built up immense knowledge about Nazi Germany’s uniforms, weapons and equipment, which he depicted faithfully in his illustrations. The cartoons satirised military life and the Nazis themselves, providing him with an endless source of comic and surreal situations.

Bonvi's characters first appeared in
1968 in the Paese Sera newspaper

Bonvi also created the character Nick Carter, a comic detective, who later featured in a play, two films and a number of television cartoons.

In the 1980s, Bonvi became a member of Bologna City Council and founded a publishing house and monthly magazine in the city.

He was killed in 1995 in Bologna when he was struck by a car while crossing a road on his way to the television studios. He was due to appear on a show hosted by DJ and TV personality Red Ronnie and it was believed he intended to appeal for financial assistance for a friend, a Bolognese cartoonist, who was unable to work because he was dying of cancer.

A plate of Parma's famous prosciutto

Travel tip:

Franco Bonvicini could have been born in either Parma or Modena, cities that are about 60 km apart in Emilia-Romagna. Parma is famous for producing Prosciutto di Parma, a type of cured ham, and Parmigiano Reggiano, a hard cheese. Modena for Cotechino Modena, a type of sausage, and aceto balsamico di Modena, a high quality balsamic vinegar made from grape must.

Bologna's best food shops can be found in the Quadrilatero

Travel tip:

Bologna, where Franco Bonvicini lived in later life, is known by Italians as La Grassa, the fat one, because of its rich culinary traditions. It is the home of the world’s most famous pasta dish, tagliatelle Bolognese, long strips of pasta served with a rich meat sauce. The best traditional food shops in the city can be found in the area known as the Quadrilatero, which is bordered by Piazza Maggiore, Via Rizzoli, Via Castiglione and Via Farini.

More reading:

How Benito Jacovitti became Italy's favourite cartoonist

Hugo Pratt, the Rimini-born creator of comic book character Corto Maltese

How comic actor Sergio Tòfano invented comic cartoon favourite Signor Bonaventura

Also on this day:

1425: The birth of Bianca Maria Visconti, the Milanese Duchess who led her army into battle

1675: The birth of intellectual leader Pope Benedict XIV


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Cesare “Caesar” Cardini – restaurateur

Italian emigrant who invented Caesar salad

Cesare 'Caesar' Cardini with the
ingredients for his famous salad

The restaurateur who history credits with inventing the Caesar salad was born on this day in 1896 in Baveno, a small town on the shore of Lake Maggiore.

Cesare Cardini was one of a large family, with four brothers and two sisters.  In common with many Italians in the early part of the 20^th century, his brothers Nereo, Alessandro and Gaudenzio emigrated to the United States, hoping there would be more opportunities to make a living.

Nereo is said to have opened a small hotel in Santa Cruz, California, south of San Francisco, while Alessandro and Guadenzio went to Mexico City.

Cesare left Italy for America in 1913. Records indicate he disembarked at Ellis Island, New York on May 1, having endured the transatlantic voyage as a steerage passenger, sleeping in a cargo hold equipped with dozens of bunk beds, which was the cheapest way to travel but came with few comforts.

He is thought then to have returned to Italy for a few years, working in restaurants in Milan, but ventured back to the United States in 1919.  This time he settled, first in Sacramento, then in San Diego, on the Pacific Ocean and close to the border with Mexico.

During the Prohibition Era, from 1920 to 1933, when alcoholic drinks were illegal in the US, many restaurateurs in San Diego crossed the border in Tijuana, where there were no restrictions, and attracted streams of American diners.

Cardini had many thriving restaurants in California and, for
a while, in Tijuana, just over the Mexican border

The story is that Cesare – by now known as Caesar – opened a business in Tijuana, probably with his brother, Alessandro, who was calling himself Alex.  They were always busy on the major public holidays and Cesare’s daughter, Rosa, claimed that Caesar salad came into being on Independence Day, 1924. With a packed restaurant, her father suddenly found himself running short of ingredients.

Whenever a diner found his choice of dish was no longer available, Cesare is said to have offered to make them a special salad, made with such a mouthwatering combination of ingredients they would be delighted they opted to try it.

In fact, the only salad ingredient he had left was some romaine lettuces. Yet with great theatre, he is said to have arrived at the table with a bowl of lettuce leaves, into which he tossed raw eggs, olive oil, garlic, parmesan cheese and Worcestershire sauce, mixed them all together and invited diners to savour the flavour by eating the coated leaves by holding the stem with their fingers.

Needless to say, the combination of sweet lettuce and the creamy, tangy dressing proved a big hit. The restaurant became even more popular and over the next few years the recipe rapidly spread across America.

The Cardini brand is still on sale today

Wallis Simpson, the Socialite for whom the English king, Edward VIII, so controversially gave up the throne in 1936, is said to have introduced the salad to Europe by insisting that her French chef learned how to make it.

Meanwhile, back in Mexico, a change in the gambling laws caused tourism to Tijuana to go into decline, and Cesare Cardini, with wife, Camille, and daughter Rosa, moved back to the United States, first to San Diego in 1935, and then to Los Angeles in 1938.

Demand for the salad dressing continued, and friends began asking for bottles and jars to be filled with it so they might enjoy it at home.  In time, Rosa began to sell bottles of the dressing on a market stall and was so successful her father decided it was worth producing on a commercial scale.

In 1948, he patented the recipe and established Caesar Cardini Foods, which gradually expanded its range of dressings and became an established name on tables across America and beyond.

Cardini died in 1956 after suffering a stroke at his Los Angeles home but Rosa took over the running of the company and developed the business to the extent that, at its peak, one in every four bottles of dressing on US tables had Cardini’s name on it.

She retired in 1988, although the name lives on. The licence to use the brand name is currently held by T Marzetti and Company, a business also founded by Italian emigrants, Teresa and Giuseppe Marzetti.

Rosa Cardini’s version of the origins of Caesar salad is not universally accepted.  Paul Maggiora, a partner of the Cardinis, claimed to have tossed the first Caesar salad in 1927 for American airmen from San Diego and called it Aviator's Salad.

Alessandro Cardini also claimed ownership of the recipe, which he also called Aviator's Salad, while Livio Santini, who worked in the kitchen at Cesare’s Tijuana restaurant, said that he made the salad from a recipe of his mother, and that Cesare borrowed the recipe from him.

The waterfront at Baveno, Cardini's home town on the
western shore of Lake Maggiore

Travel tip:

The lakeside town of Baveno, where Cesare Cardini was born, lies on the western shore of Lake Maggiore, just a few kilometres from its better known neighbour, Stresa. Both look out over the Borromean Islands, famous for their beautiful cultivated gardens.  The attractions of Baveno include its mineral water springs, the pink granite that is quarried nearby and a series of opulent villas dotted along the nearby coastline, including the Villa Henfrey-Branca, noticeable for its castle-like turrets, where Queen Victoria was a regular visitor from Britain as a guest of the engineer Charles Henfrey.

Hotels in Baveno from Booking.com

The island of Isola Bella is a major tourist attraction

Travel tip:

Although smaller in area than Lake Garda, Lake Maggiore is the longest of the Italian lakes, stretching for 65km (40 miles) from Arona in Lombardy to its northern extreme in Locarno in Switzerland.  It is also extremely deep, plunging 179m (587ft) at its deepest.  Because of its length, it has a different character at the Swiss end, where the scenery has an alpine feel, compared with the southern tip, which is at the edge of the Lombardy plain. The Borromean islands are the lake's biggest draw for tourists, with three of them - Isola Bella, Isola Madre and Isola dei Pescatori are accessible to the public.

Stay in Arona with Booking.com

More reading:

A chef from the Adriatic coast who opened a restaurant in New York

The Emilian entrepreneur who founded an American pasta brand

The chef from a cinema family who found TV fame on America's Food Network 

Also on this day: 

1607: The first performance of Monteverdi's L'Orfeo, the oldest opera still regularly staged

1934: The birth of politician Bettino Craxi

1934: The birth of soprano and opera director Renata Scotto

1990: The death of former president Sandro Pertini

(Picture credits: Cardini restaurant from San Diego History Center; Baveno view by Abxbay via Wikimedia Commons)

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Mario Pavesi – entrepreneur

Biscuit maker who gave Italian motorists the Autogrill

Mario Pavesi began making
biscuits in 1934

Italy lost one of its most important postwar entrepreneurs when Mario Pavesi died on this day in 1990.

Pavesi, originally from the town of Cilavegna in the province of Pavia in Lombardy, not only founded the Pavesi brand, famous for Pavesini and Ringo biscuits among other lines, but also set up Italy’s first motorway service areas under the name of Autogrill.

Always a forward-thinking businessman, Pavesi foresaw the growing influence American ideas would have on Italy during the rebuilding process in the wake of the Second World War and the way that Italians would embrace road travel once the country developed its own motorway network.

He was one of the first Italian entrepreneurs to take full advantage of advertising opportunities in the press, radio, cinema and later television. 

Born in 1909 into a family of bakers, Pavesi moved to Novara in 1934, opening a pastry shop in Corso Cavour, where he sold a range of cakes and confectionery and served coffee. During the next few years, until Italy became embroiled in the war, he expanded the business in several ways.

By the time hostilities interrupted normal life, he had gone into production with Biscottini di Novara, a traditional biscuit made from eggs, flour and sugar that had been around since the 16^th century but had never before been produced as a commercial product.

The company's famous ad, proclaiming that
"It's always Pavesini time".

Pavesi took an interest in American tastes at the end of the conflict and in the immediate aftermath, when the occupying US military used to share supplies. It was after comparing traditional Italian biscuits with the ones the soldiers were handing round that he decided to travel to the United States on a fact-finding mission.

On his return, he devised a product that was based on the same traditional ingredients but was lighter and easier to digest, which he called Pavesini.  The product became a huge success, based on an advertising campaign that used the slogan: “It’s always Pavesini time".

As well as Pavesini, the company made crackers. In time, Pavesi introduced more winning lines such as his Ringo biscuits – one plain biscuit, one cocoa-flavoured, with a sweet filling – and the chocolate-covered Togo.

Pavesi’s ideas for roadside refreshment outlets grew from what he had encountered in America too, although he was not so much thinking of the needs of motorists so much as selling his biscuits that he decided, in 1947, to open a bar and café next to the A4 Turin-Milan highway, which passed close to the outskirts of Novara, not far from his factory.

Pavesi's Autogrill, straddling the motorway near Novara

Car ownership in Italy was small at the time – only one vehicle for every 100 people – so turnover was modest initially, but as the post-War economic recovery began to take hold, so more cars began passing his kiosk, and more of them stopped. Pavesi added more tables, a bigger covered area, and designated part of it as a restaurant, serving hot meals. Italy’s first Autogrill was born.

Far-sighted as ever, Pavesi knew he was on to a winner and began to look for other locations along the country’s highway network, which began to grow at a rapid rate in the 50s and 60s as the car manufacturers concentrated on the mass production of affordable, economy cars for ordinary Italians to drive.

Pavesi enlisted the help of architects, in particular the urban designer Angelo Bianchetti, who conceived the idea of restaurants that straddled both lanes of the motorway, great glass and steel structures supported by enormous girders, which had the advantage of being accessible to drivers on both sides of the highway.

The first of these, opened at Fiorenzuola d'Arda, between Parma and Piacenza, in 1959, was the first of its kind in Europe.  On many occasions, particularly lunchtime on Sundays, it would see every table taken, not just by passing travellers but by local people intrigued by the idea of cars racing beneath them as they ate.

Mario Pavesi (left), with the architect Angelo
Bianchetti, who designed many of the Autogrills

The original restaurant outside Novara, at Veveri, was transformed along similar lines in 1962.

In the 1970s, Pavesi found competition from Motta and Alemagna in a rapidly expanding market, and by then there were more than 200 rest areas across the 3,900km (2,450 miles) network of motorways.

The boom was threatened by the oil crisis of the 1970s, which plunged all three companies into crisis, but state intervention saved the day, with the catering sections of all three companies becoming part of a new state-run entity, Autogrill SpA.

The Pavesi brand is now owned by the Barilla group.

Pavesi passed away after a heart attack in Rocca di Papa, one of the Castelli Romani towns in the Alban Hills, some 25km (16 miles) southeast of Rome.

The enormous cupola of the Basilica of San
Gaudenzio dwarfs the ball tower

Travel tip:

The city of Novara, where Pavesi opened his first bakery and store, a little more than 20km (12 miles) from his home town of Cilavegna, is the second largest city in Piedmont after Turin, with a population of just over 100,000. It is notable for its attractive historic centre, at the heart of which is the Piazza della Repubblica, where visitors can find the Broletto, an arcaded courtyard around which are clustered a number of palaces housing a civic museum and art gallery and the town hall, as well as the 19^th century neo-classical cathedral designed by Alessandro Antonelli, who was responsible also for the city’s major landmark, the Basilica of San Guadenzio, with its tall multi-tiered cupola, which stands 121m (397ft) high.

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Rocca di Papa from Piazza della Repubblica

Travel tip:

Rocca di Papa, where Pavesi died, is a town of around 16,000 people and one of a group of communities in the Alban Hills southeast of Rome known as the Castelli Romani – the Roman Castles.  Built on a rocky outcrop, it is the site of a papal fortress once the home of Pope Eugene III, on top of which is built the Royal Geodynamic Observatory.  The town suffered considerable damage during bombing in the Second World War, after it was used as a strategic stronghold by the occupying German army, but has undergone substantial reconstruction since.

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More reading:

The former peasant farmer who founded the Lavazza coffee company

How Karl Zuegg made his name synonymous with jam and juice

Francesco Cirio - Italy's canning pioneer

Also on this day:

1905: The birth of Enrico Piaggio: the man behind the Vespa scooter

1914: The birth of Nobel Prize-winning physiologist Renato Dulbecco

1921: The birth of Giulietta Masina - the actress who married Fellini

(Picture credits: Basilica of San Gaudenzio by Umby; Rocca di Papa by Gugganij; via Wikimedia Commons)

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Domenico Ghirardelli – chocolatier

Built famous US business with skills learned in Genoa

The chocolatier Domenico Ghirardelli, founder of the Ghirardelli Chocolate Company in San Francisco, was born on this day in 1817 in a village just outside Rapallo in Liguria.

The Ghirardelli Chocolate Shop in Ghirardelli Square
on San Francisco's northern waterfront

Also known as Domingo, Ghirardelli arrived in San Francisco in 1849 during the rapid expansion years of the Gold Rush, having spent the previous 10 years or so in Peru, where he had run a successful confectionery business.

After making money as a merchant, initially ferrying supplies to prospectors in the gold fields, he set up his first chocolate factory in 1852, drawing on the skills he acquired as an apprentice in Genoa.

By the end of the century, the Ghirardelli Chocolate Company was one of the city’s most successful businesses, with a prestige headquarters on North Point Street, a short distance from Fisherman’s Wharf, in a group of buildings that became known as Ghirardelli Square.

The son of a spice importer, Ghirardelli was born in the village of Santa Anna, just outside Rapallo, about 25km (16 miles) along the Ligurian coast from Genoa, in the direction of La Spezia to the southeast.

His father wanted him to have a trade and once he had reached his teens sent him to be an apprentice at Romanengo’s, an important confectioner in Genoa, with a view to setting himself up in business.

Domenico Ghirardelli arrived in San
Francisco from Peru in 1849

However, having been forced to give up its status as an independent republic and become part of the Kingdom of Piedmont-Sardinia as part of the settlement following the Napoleonic Wars, Genoa was a volatile city prone to riots and to brutal repression by the military and in 1837 Ghirardelli decided, in common with many Italians, to leave in search of a better life in the New World.

At the age of only 20 and newly married, he arrived first in Montevideo in Uruguay, moving on a year later to Lima in Peru, a prosperous city where there was already an established Italian community.

He set up a confectionery shop on Calle de los Mercaderes, the city’s main shopping street, which he modelled on Romanengo’s store in Genoa.  After the death of his wife, he married for a second time, to a Peruvian widow, and would have stayed in Lima had his former neighbour, an American from Pennsylvania who had moved to San Francisco, not written to him urging him to follow.

The neighbour, James Lick, who would go on to become the richest man in California, had set himself up on the proceeds of 600lb (272kg) of chocolate Ghirardelli had given him to sell. With San Francisco on the brink of an economic boom after the discovery of gold in 1848, it was too good an opportunity to miss.

Trading first in general merchandise, Ghirardelli rapidly expanded from running a delivery service to owning grocery stores in San Francisco and Stockton, plus a soda fountain, a coffee house and a part-interest in a hotel.  Within two years, he had amassed wealth of $25,000, which then had the buying power of around $750,000 (€610,000) today.

The Ghirardelli factory was established just back from
the San Francisco waterfront

He opened his first chocolate factory in 1852 in the Verandah Building on Portsmouth Square, living above the premises, before moving to Jackson Street, building a separate family home in Oakland.  The business grew even more after the accidental discovery of cocoa powder, the result of some bags of chocolate paste being left unattended in a warm room.

The butterfat in the paste melted, dripping out on to the floor, leaving behind in the bags a greaseless residue that could be ground into a powder, which Ghirardelli patented and sold under the name of Broma, to be used as a cake ingredient or for making a hot cocoa drink.

The recession of the 1870s brought a massive scaling back, with many of the company’s assets, including the house in Oakland and several stores, being auctioned off to keep the factory going.

Yet, despite competition from others keen to exploit chocolate’s continuing popularity, the business recovered, with Ghirardelli’s sons increasingly involved.  Broma, rebranded as Ghirardelli’s Chocolate Powder, continued to be a big seller.  By the late 1880s, the company was producing and selling one million pounds (453,000kg) of the powder each year.

Ghirardelli retired in 1889, handing control to his sons.  In 1892, needing to expand, the company acquired a large woollen mill near the city’s northern waterfront at what his now Ghirardelli Square.

He died in 1894, contracting influenza during an extended visit to Rapallo, where he had gone in order to rediscover his roots. His body was returned to San Francisco, to be buried in the family mausoleum in Oakland’s Mountain View Cemetery.

Production continued at Ghirardelli Square until the 1960s, when the business was sold and the manufacturing operation moved to San Leandro.  Today, while still trading under the family name as the third oldest chocolate manufacturer in the United States, the business is a subsidiary of the Swiss company, Lindt and Sprüngli. There is still a Ghirardelli shop in the Ghirardelli Square shopping and restaurant complex

A quaint 16th century castle guards Rapallo's harbour

Travel tip:

Rapallo, larger and a little cheaper than its exclusive neighbour Portofino, is an attractive seaside town of the eastern Italian Riviera, known as the Riviera di Levante. The town developed around a harbour guarded by a small castle – Il Castello sul Mare – built in 1551, which sits right on the water’s edge.  Behind the harbour is a network of narrow streets. There are boat service to Portofino, as well as Santa Margherita Ligure and Camogli, while the main Genoa to Pisa railway line passes through the town.

The ornate interior of the Romanengo store in Genoa

Travel tip:

Romanengo’s confectionery store in Via Soziglia in Genoa has become a tourist attraction in itself, a wonderfully ornate emporium barely changed since it was refurbished lavishly in the mid-19^th century, having opened for business for the first time in 1814.  Modelled on Parisian confectioners’ shops, it has a marble floor, a frescoed ceiling, elegant chandeliers and beautiful inlaid rosewood shelving and counters, with endless dishes of brightly coloured confectionery in glass cases. The company logo of a dove carrying an olive branch symbolised peace at the end of the Napoleonic Wars.


More reading:

Michele Ferrero - the man who invented Nutella

Humble beginnings of chocolate giant Ferrero

The entrepreneur behind Perugina chocolates

Also on this day:

1513: Death of Pope Julius II

1609: The birth of military leader Raimondo Montecuccoli

1868: Death of painter and revolutionary Giuseppe Abbati

(Picture credits: Ghirardelli store by PictorialEvidence; San Francisco waterfront by Saopaulo1; Rapallo Castle by RegentsPark; all via Wikimedia Commons; Romanengo store from www.romanengo.com) 

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