Vincenzo Monti - entrepreneur

Son of street vendor whose clothing brand became a household name

The Monti logo as it appeared on 500,000 garments
a year produced at the company's peak in the '60s

Vincenzo Monti, an entrepreneur whose Monti clothing became one of the biggest mass-market fashion brands in Italy in the 1960s, was born on this day in 1906 in Civitella del Tronto, a medieval hilltop town in the Abruzzo region.

At its peak, his company, Monti Confezioni d'Abruzzo, employed over 4,000 workers in three large factories, turning out 500,000 garments a year, supplying not just Italy, but exporting to the rest of Europe and the United States.

Monti opened their own flagship department stores - Grandi Magazzini Monti - as well as boutiques in Rome, L'Aquila, Chieti and Ascoli Piceno. Recognising a market for ready-to-wear fashion at affordable prices, and harnessing the power of TV advertising, Vincenzo turned the Monti brand into a household name.

It was a business phenomenon built on humble beginnings, Vincenzo taking over his father Attilio’s modest textile business in Civitella del Tronto at the age of just 15.

Attilio sold rolls of fabric via street markets in Abruzzo and the neighbouring Marche region. In the Italian tradition, Vincenzo, an only child, was always destined to take over from his father in running the business but the moment he would do so was brought forward when his father suffered an accident and was forced to retire.

Despite his lack of education, having left school at 11, Vincenzo not only maintained the business but expanded it, investing in a truck as soon as he was old enough to drive and, after the family moved from Civitella to the coastal city of Pescara, transitioning from street vending to become a wholesale supplier at the age of just 24. It was not long afterwards that he opened a shop, selling fabrics directly to the public.

Vincenzo Monti took over his father's 
textile business at the age of 15

Both his wholesale and retail premises were badly damaged during World War Two, when Pescara’s strategic position made it a major target for Allied bombing raids.

Yet the conflict ultimately became the turning point for Vincenzo’s business as money was pumped into Italy’s post-war regeneration. 

He had already decided that selling fabrics had its limitations and believed that increasingly fashion-conscious Italian customers were ready to move away from buying clothes from old-fashioned tailors and embrace ready-to-wear.

Using funding provided by the Cassa per il Mezzogiorno - a government initiative aimed at developing Southern Italy - Vincenzo founded Monti srl in 1950 and opened his first factory manufacturing finished garments in  Pescara the following year, providing employment, in the offices and on the shop floor, for 200 people.

Within three years, with sales going well, he had built a much bigger, state-of-the-art manufacturing plant in Roseto degli Abruzzi, just along the coast from Pescara, employing another 300 people, and officially launched Monti Confezioni Spa.

His ambition, though, was to grow bigger still. To that end, he travelled to the United States to study American mass-production factories. On returning to Italy, he completely modernised his clothing production. 

Monti’s factories were soon equipped with mainframe computers from Olivetti to automatically calculate and process garment patterns. This dramatically reduced production times and slashed costs, allowing the company to sell high-quality garments at a fraction of the price compared with traditional tailors.

Monti Confezioni's headquarters in the Porta Nuova
area of Pescara now houses offices and apartments

In tandem with this technological upgrade, Vincenzo launched a major marketing initiative. He understood that the increasingly popular vehicle of television was the ultimate way to reach the Italian public and invested heavily in an advertising campaign via Carosello, a popular evening light entertainment show on Italian television. 

Monti Confezioni commercials were shown several times during the show and it was not long before viewers could recite the company’s slogans without even seeing the ads. ‘Monti: abiti belli, abiti pronti’  - Monti: beautiful clothes, ready-to-wear clothes - became part of the shopper’s vocabulary.

The company cemented its 1960s dominance by adding storefronts to its assembly lines in the form of its Grandi Magazzini Monti department stores and a chain of brand-exclusive retail boutiques across major cities, including Rome.  In Pescara, two of the city’s best-known tailors - Mariani and Tritapepe - were effectively put out of business by Monti’s success. 

In 1969, in nearby Montesilvano, Vincenzo built a new plant, which began operations in 1970 employing 2,000 workers, producing for the most part high-quality men's jackets and coats.

Perhaps what marked Vincenzo Monti as a successful businessman was that, as well as having an eye for an opportunity, he knew when the time was right to walk away. By 1974, only four years after the Montesilvano plant had gone online, he had sold the business to ENI, the state-owned oil company that was diversifying into textiles.

There were a number of factors. Increasingly hostile relations between employers and the trade unions in the late 1960s led to strikes and demonstrations that badly affected production, forcing the company to lay off 500 workers.

At the same time, the landscape of Italian fashion began to shift away from industrial mass production to high-end designers, such as Armani and Versace. As labels began to acquire as much importance as the garment itself, manufacturers such Monti began to be seen as somewhat downmarket. 

Vincenzo, whose wife, Domenica, gave him two sons, Orlando and Attilio, and a daughter, Olga, stepped away from the clothes business, becoming president of the Banca Popolare di Teramo e Città Sant'Angelo, based in Teramo - about 20km (12 miles) from his birthplace in Civitella del Tronto.

He used his personal wealth in charitable projects in his later years, including a substantial contribution in cash and clothing to help the victims of the 1980 Irpinia earthquake. He died in February, 1981, at the age of 74.

The skyline of Civitella del Tronto is dominated
by the massive 16th century fortress

Travel tip:

Civitella del Tronto, where Vincenzo Monti was born, is an historic hilltop town in the province of Teramo, in Abruzzo region, about 25km (16 miles) inland from the Adriatic coast and a similar distance southeast of the city of Ascoli Piceno. Perched dramatically on a travertine cliff at an altitude of 590m (1,936ft) above sea level, within the Gran Sasso e Monti della Laga National Park, it has a well preserved medieval centre and is officially listed among I Borghi più belli d'Italia (The Most Beautiful Villages of Italy).  The town is dominated by the huge Fortezza di Civitella del Tronto, which is the largest fortress in Italy and the second largest in Europe, occupying 25,000msq and stretching for 500m. It was built in the 16th century by King Philip II of Spain over an existing medieval castle, sitting on the border between the Kingdom of Naples and the Papal States. It was famously the last bastion of the Bourbon Kingdom of the Two Sicilies to surrender to the Piedmontese forces during the Unification of Italy, put under siege but not capitulating until March 20, 1861 - three days after the official proclamation of the unified Kingdom of Italy. The fortress, which houses a museum of historical weapons, offers spectacular views from its ramparts. In the village, a maze of alleys between stone-built houses, look out for La Ruetta, which is recognised as one of the narrowest streets in Italy, barely wide enough for a single person to squeeze along.

Stay in Civitella del Tronto with Expedia

Pescara Vecchia, the city's historic quarter, draws
visitors to its bars, restaurants and nightlife

Travel tip:

Pescara, where Vincenzo Monti built his business, is a city of almost 120,000 people on the Adriatic in the Abruzzo region. It is known for its 10 miles of clean, sandy beaches, yet is only 50km (31 miles) from the Gran Sasso mountain range, the snow-capped peaks of which are visible even from the coast on a clear winter’s day. The city is the birthplace of the poet, patriot and military leader, Gabriele D’Annunzio. His childhood home, the Casa Natale di Gabriele D’Annunzio, which can be found in the historic centre of the city on the south side of the Fiume Pescara, which bisects the city, houses a museum about his life and works. The Museo delle Genti d'Abruzzo has exhibitions on regional industries like ceramics and olive oil. Pieces by Miró and Picasso are on view at the Vittoria Colonna Museum of Modern Art. The city’s old quarter, known as Pescara Vecchia, has become a bustling hub of nightlife with wine bars and restaurants lining Corso Manthonè, the menus of many of which feature the local arrosticini - charcoal-grilled mutton skewers. Being by the sea, many fish and seafood dishes are also on offer. The city straddles the Pescara river, which can be crossed near its mouth by the Ponte del Mare, a cable-supported cycle and pedestrian bridge which, at 466m (1,529ft), is the longest such bridge in Italy and one of the longest in Europe. It was built, in part, to facilitate the continuity of the Adriatic Cycle Route, which stretches from Trieste in the north all the way down to Santa Maria di Leuca at the southernmost tip of Puglia, a distance of around 1,000 miles (1,600km).

Pescara accommodation by Hotels.com

More reading:

How Luciano Benetton turned a family clothing company into a worldwide success story

Nino Cerruti, the budding journalist who became a fashion giant

Why designer Roberto Capucci rejected ready-to-wear

Also on this day:

1490: The birth of musician and priest Bernardo Pisano

1492: The death of Renaissance painter Piero della Francesca

1812: The birth of chemist Ascanio Sobrero

1935: The birth of tenor Luciano Pavarotti

2006: The death of film director Gillo Pontecorvo

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11 October

Anita Cerquetti – soprano

Performer with a powerful voice had brief moment in the spotlight

Anita Cerquetti, the singer whose remarkable voice received widespread praise when she stood in for a temperamental Maria Callas in Rome, died on this day in 2014 in Perugia.  Cerquetti had been singing the title role in Vincenzo Bellini’s Norma at Teatro San Carlo in Naples in 1958 when Callas, who had been singing the same part in Rome, walked out after the first act on the opening night.  Despite Callas claiming that her voice was troubling her, the incident, in front of Italian President Giovanni Gronchi, created a major scandal.  Fortunately the performances in Rome and Naples were on alternate days and so for several weeks Cerquetti travelled back and forth between the two opera houses, which were 225km (140 miles) apart. The achievement left her exhausted and three years later she retired from singing and her magnificent voice was heard no more. Read more…

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Mattias de’ Medici - Governor of Siena

Distinguished soldier was interested in art and science

Mattias de’ Medici, who was an enthusiastic supporter of the Palio horse race during his time as Governor of Siena, died on this day in 1667.  He is remembered for being a patron of art and of science and for the scientific instruments he acquired while on military campaigns during the Thirty Years War in Germany, which are now housed in the Uffizi galleries in Florence.  Mattias, who was born in 1613, was the third son of Grand Duke II Cosimo de Medici of Tuscany and of Archduchess Maria Maddalena of Austria.  He was originally intended for the church, but he had little enthusiasm for the ecclesiastical life and so from the age of 16, he pursued a military career instead.  After Cosimo II died in 1621, he was succeeded as Grand Duke by Matteo’s older brother, Ferdinando.  Grand Duke Ferdinando II appointed Mattias as the Governor of Siena. Read more…

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Cesare Andrea Bixio - composer and lyricist

Pioneer of Italian film music left catalogue of classic songs

Cesare Andrea Bixio, the composer behind such classic Italian songs as Vivere, Mamma, La mia canzone al vento and Parlami d'amore Mariù, was born in Naples on this day in 1896.  Bixio enjoyed many years of popularity during which his compositions were performed by some of Italy's finest voices, including Beniamino Gigli, Tito Schipa and Carlo Buti, and later became staples for Giuseppe Di Stefano and Luciano Pavarotti.  He was also a pioneer of film soundtrack music, having been invited to compose a score for the first Italian movie with sound, La canzone dell'amore, in 1930. As well as writing more than 1,000 songs in his career, Bixio penned the soundtracks for more than 60 films.  Bixio's father, Carlo, was an engineer from Genoa; his grandfather was General Nino Bixio, a prominent military figure in the drive for Italian Unification. Read more…

Pierre-Napoleon Bonaparte – adventurer

Colourful life of Italian-born prince

Prince Pierre-Napoleon Bonaparte, a nephew of the Emperor Napoleon, was born on this day in 1815 in Rome.  He was to become notorious for shooting dead a journalist after his family was criticised in a newspaper article.  Bonaparte was the son of Napoleon’s brother, Lucien, and his second wife, Alexandrine de Bleschamp. He grew up with his nine siblings on the family estate at Canino, about 40km (24 miles) north of Rome.  The young Bonaparte helped to keep bandits at bay, spending a lot of time with the local shepherds who were armed and had dogs to protect them.  He set out on a career of adventure, joining bands of insurgents in the Romagna region as a teenager.  In 1831 he spent time in prison for a minor offence and was banished from the Papal States.  He went to the United States to join his uncle, Joseph Bonaparte, in New Jersey. Read more…

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Book of the Day: Grand Tradition: 70 Years of Singing on Record, by J B Steane

The Grand Tradition: 70 Years of Singing on Record, published in 1974 by the celebrated British music critic John Barry Steane, is widely considered the definitive historical and critical survey of operatic singing on disc.  Covering the evolution of recorded vocal art from the dawn of the gramophone in 1900 through to the early 1970s, the book evaluates how technology transformed the public’s relationship with opera and tracks changing tastes in vocal technique, style, and interpretation. Steane divides the book into three distinct eras, using specific records to evaluate the strengths and flaws of hundreds of history's greatest vocalists: The first of these, 1900–1925 (The Golden Age), focuses on the acoustic recording era dominated by figures such as Enrico Caruso, Nellie Melba, and Mattia Battistini; 1925–1950 (The Middle Years) explores the advent of electrical recording, which captured the full weight of larger voices and orchestras; 1950–1970 (The Modern Era) details the introduction of the long-playing vinyl record and stereo sound. This era tracks the emergence of massive post-war personalities - notably Maria Callas, Joan Sutherland, and Leontyne Price. Steane praises Cerquetti as an incredibly well-endowed dramatic soprano, noting the immense thrill, weight, and visceral excitement her massive voice could generate, framing her as an exceptional example of the mid-century Italian dramatic lineage, whose raw vocal excitement stood out even in an era populated by giants such as Callas and Renata Tebaldi.

John Barry Steane was an English music critic, musicologist, literary scholar and teacher, with a particular interest in singing and the human voice.

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10 October

Andrea Zanzotto - poet

Writer drew inspiration from landscapes of Veneto

Andrea Zanzotto, who was regarded as one of Italy’s greatest 20th century poets, was born on this day in 1921 in Pieve di Soligo, the village near Treviso where he lived almost all of his life.  Zanzotto, who spent 40 years as a secondary school teacher, wrote 15 books of poetry, two prose works, two volumes of critical articles and translations of French philosophers such as Michaux, Leiris and Bataille.  His first book of poetry, Dietro il paesaggio (1951), won a literary award judged by several noteworthy Italian poets. Critics reserved their greatest acclaim for his sixth volume, La beltà (1968), in which he questioned the ability of words to reflect truth.  Zanzotto, whose verse was consistently erudite and creative, was known for his innovative engagement with language and his fascination with the rugged landscapes of the Veneto, from which he drew inspiration. Read more…

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Nunzia De Girolamo – politician and television presenter

Lawyer who moved from debating to dancing

Politician and lawyer Nunzia De Girolamo, who served as Minister of Agriculture in the government of Enrico Letta from 2013 to 2014, was born on this day in 1975 in Benevento in Campania.  Nunzia - now a television presenter -  became a member of the Italian parliament, representing Silvio Berlusconi’s People of Freedom party, in 2008, and she was re-elected to parliament in 2013. She went on to become the youngest member of the Letta cabinet and one of just seven female politicians appointed.  While growing up, Nunzia attended the Liceo Classico Pietro Giannone in Benevento and then entered the faculty of jurisprudence to study law at the University of Rome La Sapienza. After graduating, she went into the legal profession. Nunzia worked in the fields of civil law, employment law, and commercial law before going into politics.  Read more…

Daniele Comboni – Saint

Missionary who worked miracles after his death

The Feast Day of Saint Daniel Comboni - the Festa di San Daniele - is held on this day every year in Italy.  Saint Daniel, who was a Roman Catholic missionary to Africa, died on this day at the age of 50 in 1881 in Khartoum in Sudan. He was canonised in 2003 by Pope John Paul II in recognition of two miracle cures claimed to have been brought about by his intercession.  Comboni was born in 1831 at Limone sul Garda in the province of Brescia in Lombardy in northern Italy.  His parents were poor and he was the only one of their eight children to live to become an adult.  Comboni was sent away to school in Verona and after completing his studies prepared to become a priest.  He met and was profoundly influenced by missionaries who had come back from Central Africa and three years after his ordination set off with five other priests to continue their work.  Read more…

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Stefano Magaddino - mafioso

Longest-ruling Mafia boss in US history

Stefano Magaddino, the Sicilian mafioso who went on to enjoy the longest period of power enjoyed by any crime boss in the history of the American Mafia, was born on this day in 1891 in Castellammare del Golfo.  Known as ‘The Undertaker’ or ‘Don Stefano’, Magaddino controlled a crime empire radiating outwards from Buffalo, on the shores of Lake Erie in New York State.  Geographically, it was a vast area, stretching from the eastern fringe of  New York State to its western outposts in Ohio and extending north-east almost as far as Montreal in Canada, its tentacles reaching across the Canadian border from Buffalo even into Toronto.  One of the original members of The Commission, the committee of seven crime bosses set up in 1931 to control Mafia activity across the whole of the United States, Magaddino was head of the Buffalo Family for more than half a century.  Read more…

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Book of the Day: The Selected Poetry and Prose of Andrea Zanzotto: A Bilingual Edition, by Andrea Zanzotto. Edited by Patrick Barron

Andrea Zanzotto was widely considered one of Italy’s most influential 20th century poets. This is the first comprehensive collection in 30 years to translate this master European poet for an English-speaking audience, The Selected Poetry and Prose of Andrea Zanzotto includes the very best poems from 14 of his major books of verse and a selection of 13 essays that helps illuminate themes in his poetry as well as elucidate key theoretical underpinnings of his thought. Assembled with the collaboration of Zanzotto himself and featuring a critical introduction, thorough annotations, and a generous selection of photographs and art, this volume brings an Italian master to vivid life for English-language readers.

Patrick Barron is associate professor of English at The University of Massachusetts, Boston. He has published a number of books of translations from Italian.

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9 October

Fra’ Filippo Lippi - Renaissance painter

Mentor of Botticelli who led life of scandal

The controversial 15th century painter Fra’ Filippo Lippi, who famously eloped with a nun who had agreed to pose for him at a Dominican monastery in Prato, died on or close to this day in 1469 in Spoleto, a city in Umbria then part of the Papal States.  He was aged 62 or 63. Because of the scandalous nature of his life, there was speculation after his death that he had been poisoned, possibly by relatives of Lucrezia Buti, the nun who fell for his charms and was the mother of two children by him.  Aside from his colourful private life, Lippi was an important figure in the development of painting.  Himself influenced by Masaccio and Fra’ Angelico, he developed a signature style of his own that was colourful and decorative and characterised by clarity of expression.  His own influence was seen in the works of his pupil Sandro Botticelli and his son, Filippino Lippi. Read more…

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Agostina Segatori – artist’s model and restaurateur

Van Gogh paid Italian café owner with works of art in exchange for meals

Agostina Segatori, whose Italian looks inspired many of the top French painters in the 19th century, was born on this day in 1841 in Ancona, a seaport city in the region of Le Marche.  Little is known about Agostina’s early life, but she had moved to Paris before she was 20, because she posed for Edouard Manet’s painting, L’Italienne there in 1860.  Over the next three decades she was to model for Edouard Joseph Dantan, Jean-Baptiste Corot, Jean-Leon Gerome, Eugene Delacroix and Vincent van Gogh. Agostina had a relationship with Dantan that lasted 12 years. Dantan is reputed to have referred to her as Madame Segatori-Morière, which implied she was married to a Monsieur Morière. She had an illegitimate son, Jean-Pierre, with Dantan. Their relationship was stormy and ended in 1884.  Read more…

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Stefanina Moro – partisan

Amazing courage of a young girl who protected her compatriots

Brave teenager Stefanina Moro, who served as a partisan during World War II, died on this day in 1944 in Asti as a result of injuries inflicted upon her by Nazis, who caught her and tortured her for information.  Stefanina, who was born in Genoa in 1927, is thought to have been between 16 and 17 years old when she died of her wounds in a hospital in Asti.  After growing up in the Quezzi district in Genoa, Stefanina became a partisan and later served as una staffetta - a courier - responsible for maintaining communications between groups of partisans to help the Italian resistance movement during the war of Italian liberation.  Sadly, in 1944, Stefanina was captured by Nazis and taken to the Casa del Fascio - the local Fascist party headquarters - in Cornigliano, about seven kilometres (4 miles) west of Genoa, to be interrogated.  Read more…

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Vajont Dam Disaster

Catastrophic flood may have killed 2,500

Prone to earthquakes because of its geology, Italy has suffered many natural disasters over the centuries, yet the horrific catastrophe that took place on this day in 1963 in an Alpine valley about 100km north of Venice, killing perhaps as many as 2,500 people, was to a significant extent man-made.  The Vajont Dam Disaster happened when a section of a mountain straddling the border of the Veneto and Friuli-Venezia Giulia regions in the Friulian Dolomites collapsed in a massive landslide, dumping 260 million cubic metres of forest, earth and rock into a deep, narrow reservoir created to generate hydroelectric power for Italy's industrial northern cities.  The chunk of Monte Toc that came away after days of heavy rain was the size of a small town and hit the surface of the reservoir in less than a minute, at a speed estimated at 100km per hour (62mph).  Read more…

Salimbene di Adam – historian

Friar's records provided important information on history of Italy

Salimbene di Adam, a Franciscan friar, whose yearly chronicles became a valued source for historians, was born on this day in 1221 in Parma in Emilia-Romagna.  Sometimes also referred to as Salimbene di Parma, he was the son of Guido di Adam, a wealthy Parma citizen. Salimbene entered the Franciscan Order in 1238 and served his novitiate in the Monastery of Fano on the Adriatic coast.  As Fra Salimbene, he led a wandering existence and never held any office in his order. He transferred from one monastery to another, meeting notable people and becoming an eyewitness to historic events.  In the 1240s he travelled to Lucca, Pisa and Cremona, and also visited France.  On his return to Italy in 1248 he went to Ferrara but after a number of years went on his travels again, staying in Franciscan convents in northern Italy.  Read more…

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Gabriele Falloppio – anatomist and physician

Professor made key discoveries about human reproduction   

Gabriele Falloppio, one of the most important physicians and anatomists of the 16th century, died on this day in 1562 in Padua.  Often known by his Latin name Fallopius, he lived only 39 years yet made a series of discoveries that expanded medical knowledge significantly.  He worked mainly on the anatomy of the head and the reproductive organs in both sexes and is best known for identifying the tubes that connect the ovaries to the uterus, which are known even today as Fallopian tubes.  He also discovered several major nerves of the head and face, and identified many of the components of the hearing and balance systems.  Falloppio described all his findings in a book published a year before he died, entitled Observationes anatomicae.  Educated initially in the classics, the death of his father plunged his family into financial difficulties.  Read more…

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Book of the Day: Fra Filippo Lippi & Filippino Lippi: (Grove Art Essentials), by Eliot W Rowlands and Marilyn Bradshaw

Fra Filippo Lippi, a Carmelite monk who was one of the leading painters in Renaissance Florence, was patronized by the powerful Medici family. His large-scale altarpieces and fresco cycles had a decisive impact on the painting styles of the 16th century and he produced some of the earliest autonomous portrait paintings of the Renaissance. His son, Filippino Lippi, became in turn one of the leading Florentine painters of the late 15th century, winning important civic and private commissions, including the decoration of the Strozzi Chapel in Santa Maria Novella, Florence. Fully illustrated, Fra Filippo Lippi & Filippino Lippi (Grove Art Essentials) delves into the life and work of these two great artists, including an analysis of their working methods, techniques, and workshops. With the addition of an extensive bibliography, discover the art of these two masters of the Italian Renaissance with Grove Art Essentials.

Eliot W Rowlands is an art historian and specialist in early Renaissance Italian paintings. He served as the senior researcher for art dealers Wildenstein & Co for more than 25 years. Marilyn Bradshaw is professor of art history at the University of Ohio.

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