THE HISTORY OF THE FAMILY NANNINI
In 2010: "Nannini" brand celebrated its centenary; a long journey marked by many successes.
Since the beginning of the last century, hard not to pull over Siena to this incredible, versatile dynasty. In the most important events, its representatives were always present, determinants, contributing ideas, dynamism, innovation. Not only sweet, but sports, prizes, entertainment. The Nannini are so ready to dazzle in good times, to re-launch in the difficult ones, always in the forefront, without fear.
Guido was the forerunner of this story, even then, at the beginning of the century, this character showed him to possess a vision of life of modern man, forward-looking and practical. Born in 1886 in Castagnoli in Chianti, municipality of Gaiole, as a boy he felt that the world was close and drew a different future from what lay ahead.
He had the innate commercial vocation and certainly did not lack ambition. He decided to start his own business, in 1902, only sixteen! With a wooden chest of drawers and a bicycle began to turn the markets in the area, selling everything, laces, buttons, needles, even rags, as was then. They were not yet sweet quality that would make him famous, but necessary items and hard to find, especially in the countryside, therefore, also requested and appreciated.
He did business, with great sacrifice and desire, dreaming to achieve something important in cities where opportunities were more numerous and more gains. He decided to exit the narrow country and emigrated to Carrara, where he worked as a waiter. Not content moved to Genoa where, in contact with a larger reality and full of opportunities, gained new experiences and completed his training in the commercial sector. Very young he was already able to run a bakery in Chiavari and a major local in Milan. He returned to Tuscany with a wealth of remarkable knowledge. His tenacity allowed him to obtain, in a short time, two important positions in Siena. First conducted the Moscow Pastry in via Trieste, then the mythical Greek Coffee in the process of City, in front of the Lodges of the Merchandise or Casino de 'Nobili, meeting point of all the Sienese.
As happens to bold, fate was kind to Guido making him meet some Brazilians of passage that spoke of coffee processing, a 'very little known art at that time, but fairly widespread in their country. He did not miss the opportunity to be among the first in the area, to learn the techniques and secrets of this particular activity which, with time, he would come back very useful. Abandoned the managerial career, with great timing, he obtained a license for the sale of "deprivation" that allowed him to open in Siena, in via Garibaldi Fund, a tobacconist. It was 1909, had little more than twenty years. With his proverbial "nose" was discovered, shortly after, and in Milan, in Via Parini, a certain Desiderio Pavoni ran a small workshop where he produced a steam engine maker. Guido Nannini, sensed the deal, bought one of these machines for its local, even starting the activity bar. It was the first, in the city, to replace the old coffee pot with a revolutionary machine that produced such a pleasant drink to conquer, in a short time, a thick crowd of admirers. He began his climb to success and fame. This local innovation, which appears in the Siena guide-Almanac "The Eat" in 1911, was called "Bar Ideal."
In his mind the Ideal Bar was only a starting point towards more ambitious goals. In the years 1915-1920 Guido Nannini managed to give a strong boost to its activities, setting the stage for the "colonization" of the old town and the birth of the most important premises. Already in 1919 he had begun the exercise of bar and edible in the store "Great Bar-La Conca d'Oro", located in the central Piazza Umberto I, now Piazza Matteotti, in the part of the building it owns at the corner with Via del Paradise. In the local began to care about the coffee roaster, learned the art mindful, almost by chance, since those South Americans passing through. Again it was an absolute pioneer in the city. He added, in 1922, the exercise of fiaschetteria, after selling the "Bar Ideal."
In 1930 he obtained the license "liquor and confectionery factory" to a fund owned in via del Paradiso. From here finally made confectionery that activity start that culminated, later on, in the production of typical sweets of Siena, which would have made the brand famous throughout the world Nannini.
It was only twenty years since Guido Nannini had arrived in the city from his native village of Castagnoli to seek his fortune and had become a thick entrepreneur, a real institution. While retaining its traditional modesty and the image of honest and shy man, a true romantic continued to demonstrate their devotion to work and great faith in human possibilities. With determination and practical sense pursued the last, important strategic objective of his business: to conquer the beating heart of the city, open a window on via Trieste, the one now called Banchi di Sopra, a meeting place par excellence.
Without this outlet shops Nannini would miss the consecration, the good of the city living room. Once again, the entrepreneur was able to seize the right opportunity, before the others, as always. He learned that on that important artery was on sale a year of edible, in case of difficulties of the owner. With a flash Guido transaction could detect license and local, situated right in the most strategic way of Trieste, a short walk from Piazza del Campo. Just as quickly he was allowed to equip it with a big neon sign and the advertisement of the Panettone Motta. Will become the bar "Conca d'Oro" by definition.
Not satisfied, the inexhaustible Guido bought another food shop, wine and spirits in Via dei Termini, completing the planned "occupation" of the historic center.
In the years before the Second World War, Guido Nannini merely reorganize and consolidate its many activities, also involving his son Aldo, born in 1911 in Gaiole in Chianti from marriage with fellow villager Gisella Chini, thus already mature enough to support the parent .
Danilo, born in Siena in 1921 from the second marriage of his father with Cesira Bianchi, after the death of Gisella in 1913, was soon placed in 'family business.
In 1944 the company was so divided, formally, between the two brothers.
They decided to divide the tasks, taking care of each one of the two bars. Danilo immediately gave proof of great dynamism and skills. He resembled the father for insight and resourcefulness. It will become the soul of the company Nannini, the main architect of the international brand awareness. Initially he took on the management of the shop in the Banchi di Sopra, namely the "Conca d'Oro", the most prestigious citizen meeting, the very emblem of the Sienese pastry, room to room together in Piazza Matteotti, now known as Bar "La Mail". Legions of citizens increased from these historical haunts, characterized by great comfort, superb organization, excellent accommodation and, above all, by the quality of their products. When in 1948 he began the production of panforti, Ricciarelli and other sweets, in the workshop in Via del Paradiso, under the impulse of Danilo and despite the skepticism of Guido, the favor of the public was immediate. They were now much sought on the market. They found no obstacles from the competition because it always maintained intact the characteristic of handicrafts and carefully elaborated in details and true to the ancient recipes. This has always been the secret of Nannini: ability to combine innovation and tradition, beat the other on specialization and on the 'high quality of products. No one, in Siena, has been able to do better.
In 1950 they bought the former Pastry streets Hammers Salimbeni, another strategic town meeting, in front of the historic headquarters of Monte dei Paschi.
In 1957 he was represented in Cannes by Danilo to the official reception hosted by Unitalia film, the body in charge of making known the Italian film production abroad. The occasion was particularly important because, that year, overcame the Italian film "Nights of Cabiria" by Federico Fellini. The reception was sumptuous. They were attended by 1620 guests of all nationalities. They were offered the best Italian products, including Sienese sweets tardizionali that the Comm. Guido Nannini and his son Danilo had specially prepared for the event. The gesture was particularly appreciated and panforti and ricciarelli roused a tremendous success. The Nannini not only gained the respect and sympathy certificates, but above a quote in the international press who introduced, for the first time, this brand all over the world. Guido wanted to amaze, for the last time: the first to introduce the use of electric pastry oven and offered the audience a lavish, private tea room. January 19, 1963 died at his home in Siena.
The two sons, Aldo and Danilo, they divided the of 'company management. The first continued to deal with the Bar "La Posta" in Piazza Matteotti, confirming an excellent administrator, from the quiet character and measured, more inclined to focus on the existing family activities to venture into new. Danilo, on the contrary, was man of great initiatives, from the tireless and ambitious temperament, outgoing and forward-looking. As Guido had innate business sense, he knew always intervene at the appropriate time, before the others. He liked the risk, was not afraid to face the most complicated situations, sure to draw still benefit. He became the natural heir of his father, always ready to seize opportunities, to make new products, with a specific goal to be achieved: to transform the company from a family in the industrial bakery. He had strong skills in building relationships, actively participate in social life, as a protagonist. His name, soon, had replaced Guido in the consideration and in the hearts of fellow citizens. For eighteen years he was President of the football team A.C. Siena.
In his memory, the grandstand of the Municipal Stadium was recently dedicated to this extraordinary character. But Danilo managed to impress even in the area Contrada. Twice was victorious Priore in his district, the Civetta, in the 1960s and in 1976, remaining forever among the elect of the people of Castellare. His myth is also embellished with an epic participation in the Mille Miglia automobile mid-twentieth century, a prelude to the well-known exploits that his son Alexander, so many years later, would have made in "Gran Turismo" and "Formula One." When his father died, Danilo Nannini, or simply the "Doctor" as he affectionately called him, he decided to make a change confectionery business. He had realized that only by strengthening and organizing on an industrial scale production, the brand could compete with other local companies in the industry who were concentrating, taking considerable size. In 1972 he bought, separately by Aldo, the note of gingerbread factory "Senese" The daughter Gianna, then just fifteen, before becoming the star that we all know, was called by his father to try their hand as a worker in the factory: just enough time to leave two phalanges of the hand in a mixer!
The "Doctor" had another brilliant idea: moved to the large laboratories avenue Toselli also the production of fresh pastry, leaving to "Nannini" bars only a very small craft, limited to products for immediate consumption, which maintained a very high level quality. Thus even the "cool" was produced on industrial place scale and sold wholesale to most of the local and the province of Siena, including shops Nannini.
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