Oscar Farinetti, born Natale Farinetti on September 24, 1954, in Alba, a small town in the Piedmont region of Italy, is a prominent Italian entrepreneur best known for founding Eataly, the global chain of high-end Italian food markets. Farinetti’s journey from a young entrepreneur in the family business to a world-renowned figure in the food industry is a story of vision, innovation, and a deep-rooted passion for Italian culture and cuisine.
Early Life and Family Background
Oscar Farinetti was born into a family with a strong entrepreneurial spirit. His father, Paolo Farinetti, was a respected businessman who founded Unieuro, a retail company specializing in electronics. Paolo Farinetti was not only an entrepreneur but also a former partisan and a socialist who served as the deputy mayor of Alba. Growing up in this environment, Oscar was exposed to both the business world and the values of social responsibility and community engagement.
Farinetti attended the Liceo Classico Govone, a prestigious classical high school, where he received a traditional education focused on the humanities. After graduating in 1972, he enrolled at the University of Turin to study Economics and Commerce. However, in 1976, Farinetti decided to leave university before completing his degree to join the family business, marking the beginning of his entrepreneurial career.
The Rise of Unieuro
Farinetti’s first major role in the business world was with Unieuro, the company founded by his father in the late 1960s. Unieuro started as a small electronics store but, under Oscar Farinetti’s leadership, it grew into one of Italy’s largest electronics retail chains. Farinetti’s innovative approach to retail, including his focus on customer service and marketing, helped transform Unieuro into a national powerhouse in the electronics market.
By 1978, Farinetti had become a member of Unieuro’s board of directors, and he later took on the roles of CEO and chairman. His leadership was instrumental in the company’s rapid expansion, and he played a key role in positioning Unieuro as a leader in the Italian retail industry. The success of Unieuro provided Farinetti with the financial resources and business acumen that would later be crucial in his founding of Eataly.
In 2003, recognizing the shifting dynamics of the retail industry and the increasing competition from global players, Farinetti made the strategic decision to sell Unieuro to Dixons Retail, a British consumer electronics company. The sale of Unieuro provided Farinetti with the capital to pursue his next venture, which would combine his love for food, culture, and business.
The Birth of Eataly: A New Vision for Italian Cuisine
In 2004, Oscar Farinetti founded Eataly, a concept that was revolutionary in its simplicity and effectiveness. Eataly was designed to be more than just a grocery store; it was a celebration of Italian food culture, combining retail, dining, and education under one roof. The idea was to create a space where people could not only buy high-quality Italian products but also learn about the rich traditions and artisanal techniques behind them.
Eataly’s first location opened in Turin in January 2007, in a former vermouth factory. The store featured a wide array of products, including fresh produce, meats, cheeses, wines, and pasta, all sourced from small Italian producers who were committed to quality and sustainability. In addition to retail, Eataly included several restaurants, cooking schools, and demonstration areas where customers could learn about Italian cooking techniques and ingredients.
The concept was an immediate success, attracting food enthusiasts and casual shoppers alike. Farinetti’s vision for Eataly tapped into a growing global interest in authentic, high-quality food and the desire for a deeper connection to the origins of what people eat. The success of the Turin location led to rapid expansion, with new Eataly stores opening in Milan, Tokyo, and Bologna by the end of 2008.
Eataly’s Global Expansion and Impact
Eataly’s expansion continued at a rapid pace, with new locations opening around the world. In 2010, Farinetti opened Eataly New York, located in the heart of Manhattan. The New York store, with its sprawling layout and diverse offerings, became a landmark for food lovers and solidified Eataly’s reputation as a global brand. The store attracted both locals and tourists, and it quickly became one of the most popular destinations in the city.
Farinetti’s approach to Eataly’s expansion was strategic and focused on maintaining the brand’s core values of quality, authenticity, and education. Each Eataly location was designed to reflect the local culture and culinary traditions while staying true to the Italian roots of the brand. This approach helped Eataly resonate with customers around the world and allowed the brand to establish a strong presence in major cities, including Chicago, Los Angeles, Boston, and São Paulo.
By 2012, Eataly had grown to include nine locations in Italy, one in the United States, and nine in Japan. The company’s success was driven not only by its unique concept but also by Farinetti’s commitment to promoting Italian culture and supporting small producers. Eataly became a symbol of the global movement towards sustainable and ethical food practices, and it played a key role in the resurgence of interest in Italian cuisine.
Leadership and Controversies
As Eataly’s success grew, so did Farinetti’s public profile. He became a prominent figure in the Italian business community, known for his innovative approach to retail and his outspoken views on various social and political issues. Farinetti’s leadership style was characterized by his hands-on approach and his ability to inspire others with his passion for food and culture.
However, Farinetti’s career has not been without controversy. In 2013, he faced criticism for a series of missteps, including a widely publicized gaffe in which he mistakenly referred to former Italian President Oscar Luigi Scalfaro as “Eugenio” in a full-page advertisement celebrating Italy’s Republic Day. The error drew widespread media attention and was seen as a significant embarrassment for Farinetti.
Additionally, Farinetti faced scrutiny over labor practices at some Eataly locations, particularly in relation to the use of temporary contracts. In 2013, the opening of an Eataly store in Bari was marred by controversy when it was revealed that the majority of employees had been hired on temporary contracts, which some critics argued violated Italian labor laws. These incidents highlighted the challenges of scaling a business while maintaining the values and standards that had made it successful.
Despite these challenges, Farinetti remained a respected figure in the business world, and his contributions to the Italian economy and culture were widely acknowledged. He was often mentioned as a potential candidate for political office, and in 2014, there was speculation that he might be appointed as Italy’s Minister of Agriculture in the government of then-Prime Minister Matteo Renzi. However, Farinetti chose to focus on his business ventures and did not pursue a political career.
Later Years and Ongoing Influence
In 2014, Oscar Farinetti announced that he would step down from his active management role at Eataly, passing the reins to his sons. This decision marked a significant transition for the company, but Farinetti remained involved in Eataly’s strategic direction and continued to be a prominent advocate for Italian food and culture.
Farinetti’s influence extended beyond Eataly. He was a sought-after speaker at international conferences and events, where he shared his insights on entrepreneurship, sustainability, and the future of the food industry. His books, including “Coccodè” and “Storie di coraggio,” further cemented his reputation as a thought leader and innovator.
In 2019, Farinetti published “Dialogo tra un cinico e un sognatore” (Dialogue Between a Cynic and a Dreamer), co-authored with Piergiorgio Odifreddi. The book explored themes of optimism, entrepreneurship, and the role of ethics in business, reflecting Farinetti’s own philosophy and approach to life. In 2021, he released his autobiography, “Never Quiet: La mia storia (autorizzata malvolentieri)” (Never Quiet: My Story (Reluctantly Authorized)), offering readers an intimate look at his life, career, and the principles that guided his success.
Farinetti’s commitment to promoting sustainable and ethical business practices was further demonstrated in his 2023 book, “10 mosse per affrontare il futuro” (10 Steps to Face the Future), where he outlined his vision for addressing the challenges of the modern world through innovation, collaboration, and a focus on quality.
Conclusion
Oscar Farinetti’s journey from a small-town entrepreneur to a global business leader is a testament to the power of vision, innovation, and a deep connection to one’s cultural roots. Through Eataly, Farinetti has not only created a successful business but also a global platform for celebrating and preserving Italian food culture. His contributions to the world of food and business continue to inspire entrepreneurs and food lovers alike, and his legacy is one of passion, perseverance, and a commitment to excellence.
Farinetti’s story is far from over. As he continues to influence the future of the food industry and champion the values of sustainability and authenticity, his impact will undoubtedly be felt for generations to come. Whether through his books, his business ventures, or his advocacy for Italian culture, Oscar Farinetti remains a dynamic and influential figure, shaping the way we think about food, business, and the world.
