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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Filippo Taglioni - dancer and choreographer

Father of star ballerina was pioneer of Romantic ballet

Filippo Taglioni's portrait, the original of
which is at Teatro alla Scala in Milan

The dancer and choreographer Filippo Taglioni, who choreographed the original version of the ballet classic La Sylphide for his ballerina daughter Marie Taglioni, was born on this day in 1777 in Milan.

La Sylphide was one of the earliest works to represent a new ballet genre, which became known as Romantic ballet, that gained popularity in the 19th century as an alternative to traditional classical ballet.  Romantic ballet was different in that the characters were recognisable as real people rather than the gods and goddesses and strange creatures from Roman and Greek mythology that populated classical ballet.

The work, which premiered at the Salle Le Peletier of the Paris Opéra in 1832, cemented Marie Taglioni’s status as a star, the prima ballerina of the Romantic movement, although the version performed today - the only version to have survived - was choreographed by the Danish ballet master August Bournonville in 1836.

Filippo was part of an Italian dancing dynasty of the 18th and 19th centuries. His father and mother, Carlo Taglioni and Maria Petracchi, were both dancers. Carlo, who was born in Turin, worked in Venice, Rome, Siena and Udine.

Taglioni's daughter, Marie, pictured in a
performance of La Sylphide

As well as Marie, Filippo had a son, Paul Taglioni, who was a successful choreographer and the father of another dancer, Marie Taglioni the younger. Filippo’s brother, Salvatore Taglioni, was father of Luisa Taglioni, who was a ballerina of the Paris Opéra, and Fernando Taglioni, who became a respected composer.

Trained for the most part by the Neapolitan dancer Carlo Blasis and Jean-François Coulon, Filippo made his debut at 17 in Pisa, playing female roles, and after appearing in other Italian cities joined the Paris Opéra at the age of 22, before moving to Stockholm to be principal dancer and ballet master for the Royal Swedish Ballet.

It was while he was living in Stockholm that he married the dancer Sophie Karsten, daughter of a famous Swedish opera singer Christoffer Christian Karsten and a Polish actress, Sophie Stebnowska.

Their two children were born early in the marriage and after living for a number of years in Vienna and Germany they moved to Paris to escape the the Napoleonic wars.  Filippo danced and choreographed in different parts of Europe before accepting a permanent position in Vienna.

Filippo Taglioni made his daughter, Marie,
practise six hours a day for six months

Filippo had left his daughter, Marie, to study ballet in Paris but in time summoned her to join him in Vienna, where he began training her himself, making her practice six hours a day for six months until she mastered her jumps and pointe work. When he judged her to be ready he took her back to Paris.

Marie soon became popular and Filippo was able to negotiate a six-year contract for the two of them. He unveiled La Sylphide to huge acclaim and its success established Marie as the pre-eminent prima ballerina of the Romantic period, as well as making him its most renowned choreographer.

The two toured Europe and Russia and were well rewarded, although Filippo lost a good deal of his daughter’s fortune in through unwise and speculative investments.

His legacy, though, was to have changed the nature of ballet. Although the Romantic movement began to decline at the start of the 20th century, it produced works of lasting popularity such as Delibes’s Coppélia (1870) and Tchaikovsky's Swan Lake (1876) and The Nutcracker (1892).

Filippo Taglioni died in Como in 1871, at the age of 93.

The Teatro Verdi in Pisa was opened in November 1867

Travel tip:

The principal venue for ballet and opera in Pisa is the Teatro Verdi in Via Palestro, built in the mid-19th century in the style of classic theatre architecture to designs by the Venetian architect Andrea Scala, who won a competition organised by the architect and politician Ranieri Simonelli, a prominent Pisan citizen of the day. Completed in 1867, it was inaugurated on November 12 of that year with a performance of Gioachino Rossini’s opera William Tell. It began to stage ballet as well as opera in the latter part of the 19th century.  Taglioni is likely to have performed at the Regia Teatro Nuovo, which the Teatro Verdi replaced.

The beautiful Villa Olmo on Lake Como

Travel tip:

Como, where Taglioni died, is a city at the southern end of Lake Como. It has become a popular tourist destination because it is close to the lake and has many attractive churches, gardens, museums, theatres, parks and palaces to visit. The Villa Olmo, built in neoclassical style there in 1797 by an aristocratic family, has hosted Napoleon, Ugo Foscolo, Prince Metternich, Archduke Franz Ferdinand I and Giuseppe Garibaldi, to name but a few of the eminent people who have stayed there.

More reading:

Fanny Cerrito - the Neapolitan ballerina who wowed Europe

Pierina Legnani - the Italian who conquered St Petersburg

How Strictly Come Dancing judge Bruno Tonioli dealt with playground bullies

Also on this day:

1702: The birth of Venetian painter Pietro Longhi

1754: The birth of explorer Alessandro Malaspina

1898: The birth of Francesco Chiarello, soldier who survived two World Wars


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Guido Reni – painter

Bolognese artist who idealised Raphael

Guido Reni: a self-portrait executed in about
1603, currently in the Palazzo Barberini in Rome

The leading Baroque painter, Guido Reni, was born on this day in 1575 in Bologna, then part of the Papal States.

He was to become a dominant figure in the Bolognese school of painting, which emerged under the influence of the Carracci, a family of painters in Bologna. He was held in high regard because of the classical idealism of his portrayals of mythological and religious subjects.

Although his father, Daniele, wanted him to follow in his footsteps as a musician, Guido Reni passionately wanted to become an artist and was apprenticed to the Flemish painter Denis Calvaert when he was 10 years old. He focused on studying the works of Raphael, who, for the rest of his life, remained his ideal.

Reni went on to enter the academy led by Ludovico Carracci, the Accademia degli Incamminati - The academy of the newly-embarked - in Bologna. He was received into the guild of painters in the city in 1599 when he was nearly 24.

After this he divided his time between his studios in Bologna and Rome.

One of his most famous works, Crucifixion of St Peter, which is now in the Vatican Museum in Rome, was painted for Cardinal Aldobrandini in 1605.

Reni's dramatic depiction of the
Crucifixion of St Peter (1605)

Early in his career, Reni executed important commissions for Pope Paul V, painting frescoes in churches in Rome, including the Basilica of Santa Maria Maggiore. One of his most celebrated works from this period is the Aurora fresco, painted between 1613 and 1614 for the large central hall of the Casino dell’Aurora, located in the grounds of the Palazzo Pallavicini-Rospigliosi.

Reni travelled to Naples in 1622 to paint frescoes on the ceiling of the chapel of San Gennaro in the Cathedral.

In 1630, the Barberini family commissioned from Reni a painting of the Archangel Michael for the Church of Santa Maria della Concezione dei Cappuccini. There was a rumour that Reni had represented Satan, crushed under St Michael’s foot, with the facial features of Cardinal Giovanni Battista Pamphili, in revenge for a slight he had experienced from him.

Reni’s unique style was to paint religious and mythological subjects in light, soft colours, posing the figures gracefully, as in Atalanta and Hippomenes, executed in 1625.

Ancient Greek sculptures and the frescoes of Raphael were the main inspiration for his type of art.

He became one of the most famous painters of his day in Europe and was the model for other Italian Baroque artists who came later.

Reni died, aged 66, in 1642 in Bologna. He was buried in the Rosary Chapel of the Basilica of San Domenico. The painter Elisabetta Sirani, whose father had been Reni’s pupil, and who was considered by many to have been the artistic reincarnation of Reni, was later interred in the same tomb.

Reni painted frescoes in the Naples Duomo, also known
as the Cattedrale di San Gernnaro

Travel tip:

The Duomo in Naples, in Via Duomo, off Via Tribunali, was built over the ruins of two earlier Christian churches for Charles I of Anjou at the end of the 13th century. One of the main attractions inside is the Royal Chapel of the Treasure of San Gennaro, which contains Reni’s frescoes, along with many other precious works of art. The Duomo is also sometimes referred to as Cattedrale di San Gennaro. It is open to the public from 8.30am to 1.30pm and 2.30 to 8pm, Monday to Saturday, and 8.30am to 1.30pm and 4.30 to 7.30pm on Sundays.

The Basilica of San Domenico in Bologna, where Reni is
buried, contains several important works of art

Travel tip:

Guido Reni is buried in the Rosary Chapel of the 13th century Basilica of San Domenico in Piazza San Domenico in Bologna. The church is close to the Archiginnasio, once the main building of the University of Bologna. Behind the red-brick façade of the church, which was added as recently as 1910, lies a treasure house of art including works by Pisano, Michelangelo, Iacopo da Bologna and Guido Reni himself. In the Rosary Chapel, the most important work is the Mystery of the Rosary, a group of paintings worked on by Lodovico Carracci, Bartolomeo Cesi, Denis Calvaert, Lavinia Fontana, Guido Reni and Domenichino. The artist Elisabetta Sirani was later interred in the same tomb as Guido Reni.

More reading:

Elisabetta Sirani - talented young painter whose sudden death shocked Bologna

How Annibale Carracci made his mark in Rome

Domenichino - the Bolognese master who rivalled Raphaal

Also on this day:

1333: Florence devastated by catastrophic floods

1737: The inauguration of Teatro San Carlo in Naples

1964: The birth of crime writer Sandrone Dazieri


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Monica Vitti - actress

Star of Antonioni classics also excelled in comedy roles

Monica Vitti made her name playing
enigmatic characters in Antonioni films

The actress Monica Vitti, who became famous as the star of several films directed by Michelangelo Antonioni during the early 1960s, was born on this day in 1931 in Rome.

Antonioni, with whom she had a romantic relationship that lasted a decade, cast her as his female lead in L'avventura (1960), La notte (1961), and L'eclisse (1962), three enigmatically moody films once described as a "trilogy on modernity and its discontents".

She also starred for him in his first colour film, Il deserto rosso (1964), which continued in a similar vein.  Her performance earned her a second of four Golden Grail awards. Vitti was also honoured with five David di Donatello awards as Best Actress from the Italian Film Academy.

After splitting with Antonioni, Vitti excelled in comedy, working with directors such as Mario Monicelli, Dino Risi, Alberto Sordi and Ettore Scola.

Her performances in movies such as Monicelli’s The Girl With the Pistol (1968) and I Know That You Know That I Know (1982) saw her spoken of as one of the great actors of the Commedia all’Italiana genre alongside Sordi himself, Ugo Tognazzi, Vittorio Gassman and Nino Manfredi.

Monica Vitti made her screen debut in
1954 after honing her skills in the theatre

Although born in Rome - her real name was Maria Luisa Ceciarelli - Vitti spent eight of her childhood years in Messina in Sicily and returned to Rome after her brothers had left to seek their fortune in America.

She acted in amateur productions as a teenager before securing a place at the National Academy of Dramatic Arts in Rome, where she graduated in 1953. She toured Germany with an Italian acting troupe and made her first stage appearance in Rome in a production of Niccolò Machiavelli's La Mandragola.

Her first small film role came 1954 but her performance of note was in Mario Amendola's Le dritte (1958). By then, she had joined Michelangelo Antonioni's company at the Teatro Nuovo di Milano, which is where her association with the director began.

Vitti’s acting brilliance came to the fore in Antonioni’s films, in which her characters were inevitably complex, tormented, mysterious sometimes neurotic young women, who she was able to portray with incredible empathy.

Yet, after Monicelli suggested to her that she could turn her talent to comedy, she quickly proved her versatility with a string of successes.

Monica Vitti now lives in Rome with her
husband, director Roberto Russo

A woman of natural beauty, Vitti was much-photographed and her private life subject to close scrutiny.  Politically left-wing, she was part of the guard of honour at the funeral of the Communist leader Enrico Berlinguer in 1984.

Her last movie was Secret Scandal (1990), which she also wrote and directed, and for a few years thereafter she worked in television. At the Venice Film Festival in 1995 she received the Golden Lion for Lifetime Achievement.

In 2000, Vitti took part in the celebrations for the 80th birthday of Alberto Sordi and was a guest, along with many personalities from the entertainment world, at the Jubilee celebrations at the Basilica of San Pietro in the Vatican in December of the same year.

However, after 2002 she was not seen again in public and rumours began to circulate about her health. After some time her husband, the former director Roberto Russo, confirmed that she was alive and living in Rome but was suffering from Alzheimer’s Disease.

The cathedral at Messina had to be rebuilt twice in the 20th
century because of earthquake and war damage

Travel tip:

Messina is a city in the northeast of Sicily, separated from mainland Italy by the Strait of Messina. It is the third largest city on the island and is home to a large Greek-speaking community. The 12th century cathedral in Messina has a bell tower which houses one of the largest astronomical clocks in the world, built in 1933.  Originally built by the Normans, the cathedral, which still contains the remains of King Conrad, ruler of Germany and Sicily in the 13th century, had to be almost entirely rebuilt following a catastrophic earthquake in 1908, and again in 1943, after a fire triggered by Allied bombings.

The auditorium of the Teatro Nuovo di Milano, where
Monica Vitti appeared in the 1950s

Travel tip:

The Teatro Nuovo theatre in Milan, located on the Piazza San Babila in the lower level of the Palazzo del Toro, was designed by architect Emilio Lancia and was the project of the impresario Remigio Paone. It was inaugurated on in December 1938 with a performance of Eduardo De Filippo's comedy Ditegli sempre di sì. Piazza San Babila is characterized by the presence of a fountain built in 1997 by the architect Luigi Caccia Dominioni in conjunction with the Ente Fiera Milano.

More reading:

Michelangelo Antonioni - the 'last great' of post-War Italian cinema

Why Mario Monicelli is called the 'father of Commedia all'Italiana'

The comic genius of Alberto Sordi

Also on this day:

1560: The birth of painter Annibale Carracci

1801: The birth of opera composer Vincenzo Bellini

1918: Armistice ends First World War in Italy


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