Giuseppe Vicenzi, the celebrated Italian biscuit industrialist known as the "king of biscuits," passed away during the night of March 24-25, 2025, at the age of 92. His remarkable life and career had a profound impact, not only in the realm of confectionery but also in basketball and local community service.
Born in 1932, Vicenzi took over the family business in the 1960s, transforming it from a small artisan bakery founded by his grandmother Matilde into a major player in the industrial confectionery sector. After years of hard work and strategic vision, he successfully established the Vicenzi group, which now boasts over 370 employees and a turnover exceeding 130 million euros.
In an interview with the Corriere della Sera in May 2022, Vicenzi reminisced about his journey, celebrating his 90th birthday with joy and humility. "Novant’anni sono un bel traguardo, difficile ripeterlo, cosa dice?" he chuckled, emphasizing his youthful spirit at such an impressive age. An avid tennis player, Vicenzi shared how he had fallen while playing with his 12-year-old grandchild, adding a touch of humor to his reflections.
Vicenzi was appointed Cavaliere del Lavoro by President Sergio Mattarella in 2021, a recognition he termed as an indication that "qualcosa di buono nella vita devo aver fatto". This honor was granted in light of his significant contributions to the Italian economy and his commitment to quality in biscuit production, especially known for his famous savoiardi and amaretti.
Under his stewardship, the Vicenzi group expanded its product lines and acquired notable brands including Mr.Day and Grisbì from the Parmalat bankruptcy in the early 2000s. The acquisition significantly bolstered the company's position in the market, reflecting Vicenzi’s keen eye for opportunity. He was also known for investing in innovation, acquiring sophisticated machinery from Japan and Belgium to enhance production efficiency.
Moreover, Vicenzi didn’t only focus on profits; he was deeply committed to social responsibility. He made headlines by donating a state-of-the-art neurological center to the Pia Opera Ciccarelli Foundation to combat Alzheimer’s disease, stating, "Un vero e proprio polo scientifico neurologico donato alla Fondazione Pia Opera Ciccarelli". His efforts were driven by compassion, hoping to make a difference in the lives of those suffering from dementia.
In addition to his business achievements, Vicenzi left a notable mark in the sports world as the president and patron of the Scaligera Basket team. Under his leadership, the basketball club transitioned from the lower divisions to Serie A, scoring victories in prestigious competitions like the Coppa Italia and the Korac Cup. Notably, he contributed considerably to the nurturing of local talents, inspiring a new generation of athletes.
Reflecting upon his dual legacy in confectionery and sports, Vicenzi noted, "I always sought niches to become a leader." His foresight and determination shaped not only his business ethos but also the spirit of the local community.
The city of Verona will hold elections on June 12, 2022, and Vicenzi’s hopes for the future of his beloved city were clear. He envisioned it as a cleaner, more organized place, ripe with tourism and cultural vibrancy. Before his passing, he was already championing for a Verona that showcased its best to the world.
In one of his lighter moments, Vicenzi humorously asked his interviewers about children, suggesting a delicious breakfast for his grandchildren: "Gli faccia fare allora la prima colazione con un buon bicchiere di latte fresco e i savoiardi. È la miglior colazione del mondo." This playful attention to family reflected his belief in quality and tradition, both in business and in personal life.
As news of his passing reverberates through the industrial and sporting communities, tributes have poured in, celebrating his life's achievements. Colleagues, friends, and former athletes remember Vicenzi as a tireless advocate for progress and a beloved community figure. His commitment to excellence and his knack for leadership will be sorely missed.
To honor his legacy, it’s clear Giuseppe Vicenzi will be remembered not just as a businessman or a sports patron, but as a visionary whose contributions will continue to shape Italian confectionery and local sports for generations. His vision, humor, and heartfelt efforts paved the way for a brighter future in both industries.
