Giuseppe Vicenzi, the distinguished Veronese entrepreneur famously known as the "king of biscuits," died on March 25, 2025, at the age of 92, leaving behind a rich legacy in both the confectionery and sports worlds. He was revered not just for his entrepreneurial spirit but also as a long-standing patron of the Scaligera Basketball team.
Vicenzi lived a remarkable life; he was a Cavaliere del Lavoro, an honor awarded to him by President Sergio Mattarella in 2021. Despite his age, he maintained a rigorous routine, attending his company in San Giovanni Lupatoto almost every morning, often joining his managers for a coffee on Saturday mornings. "La mia vita è sempre stata in ufficio," he once said, reflecting on the central role his work played throughout his life.
Born into a family steeped in pastry-making traditions, Vicenzi began wrapping biscuits at the tender age of five, a testament to his early commitment to the sweet craft. His grandmother, Matilde, founded the Vicenzi Group in 1907, which he later transformed from a modest family-run operation into a colossal international presence, producing iconic items such as ladyfingers, amaretti, and puff pastries. Under his leadership, the group expanded significantly, boasting a turnover of over 160 million euros in 2023 and employing around 370 workers across three production sites located in San Giovanni, Bovolone, and Nusco.
Vicenzi was known for his innovative business strategies. "Ho sempre cercato le nicchie per diventarne leader," he recounted, indicating how he focused on unique products to differentiate his offerings in a crowded market. His tireless pursuit of excellence bore fruits as he developed and expanded the renowned brands Matilde Vicenzi, Grisbì, and Mr. Day through strategic acquisitions and targeted marketing.
His passion for sports, particularly basketball, came to the forefront when he assumed control of Scaligera Basket in 1972, then a team competing in Serie D. Vicenzi's unwavering dedication helped transform the club into a powerhouse. Under his stewardship, Scaligera reached great heights, celebrated for winning the Coppa Italia in 1991, the Supercoppa Italiana in 1996, and the prestigious Coppa Korac in 1998. Even after stepping down as president in 2000, he remained a strong supporter of the club, advising it through ups and downs. "La Scaligera merita di stare in serie A," he would often remind fans and players alike, embodying the spirit of resilience and hope.
Vicenzi's impact extended beyond business and sports. On his 90th birthday, he funded the establishment of a scientific-neurological center in Verona, dedicated to the rehabilitation of individuals suffering from dementia, underscoring his commitment to community service and social responsibility. Veneto's Governor Luca Zaia poignantly remarked, “Ci lascia un campione della nostra imprenditoria, un uomo che ha fatto conoscere nel mondo la qualità del 'Made in Veneto.'”
His death leaves a palpable void in the hearts of many. His contributions to Verona were not just measured in business success but also in the respect and admiration he garnered from those around him. Players and fans of Scaligera Basket took to social media to express their sorrow and memories of the man who had helped shape the club’s identity and success.
As tributes poured in, members of the community shared how Vicenzi had influenced their lives. His commitment to the craft of biscuit-making and his support for the local sports scene served as inspirations to many. He was a family man at heart, leaving behind three daughters, Giuliana, Valeria, and Beatrice, who have followed in their father’s footsteps, continuing to advance the family business and uphold his legacy.
Giuseppe Vicenzi’s story is one of innovation, leadership, and community spirit. His legacy will undoubtedly endure in the biscuits produced by his company and the many lives he touched through his philanthropic efforts and passion for sports. As Verona mourns the loss of one of its greatest champions, his contributions will remain a lasting reminder of the power of dedication and service to others.
