Growing Up, I Wanted to Be President of the United States

“I was born with big dreams; growing up I wanted to be president of the United States,” says entrepreneur and CEO of Caffè Vergnano, Carolina Vergnano, with a smile. “When my grandmother explained to me that it would not be possible since I was not born in the US, I started working toward a closer goal: making a difference in the family business and harnessing the value of the entrepreneurial baton I received from those who came before me, hoping to transfer it to the next generations.” After studying abroad in Australia, graduating from Bocconi with a degree in Business Administration, and working in marketing for a year at L'Oréal, Carolina finally joined Vergnano. She carved out her own identity and role through the development of various, original projects, such as the Accademia Vergnano, the Èspresso pod line, and a network of Caffè Vergnano 1882 coffee shops. “I like to be completely outside of my comfort zone,” remarks the executive. “I would go so far as to say that I enjoy feeling uncomfortable and having to resolve complex situations – and doing it naturally. Constantly challenging myself, in a non-self-defeating way, makes me feel alive.” There has been no shortage of challenges in recent years, and the most recent of which aims to give a deeper ethical scope to corporate engagement with an initiative specifically dedicated to women. “Women in Coffee was created during the Christmas 2018 period, and it is a project very dear to my heart,” says the Turin-born entrepreneur. “I had read a study highlighting that 75% of the workforce on the coffee plantations are women, so I immediately went to work to see what we could do to give a voice to this community. How could we tell the stories of women’s lives on the plantation, and how could we support them by raising money? The fundraiser is symbolically represented by a pink cup, to bring an all-women plantation to life. Today this dream has come true, and has blossomed into something bigger and more powerful – a true, female-only community that supports initiatives of women’s empowerment, even in areas closer to us.”

In Carolina Vergnano’s daily planner, however, professional commitments are intertwined with those prescribed by her sports passions and, above all, by her role as a mother of three. “Managing everything is not easy,” she admits, “I help myself with a routine-based schedule. Early morning is dedicated to the household and organizing my kids’ day, then there is work – which requires my full attention – and the time after work is dedicated again to my family or a bit to my passions. After dinner, I often still have to work. I imposed this quasi-military discipline on myself, perhaps giving up some spontaneity in order to have an approach that would enable me to achieve my goals. If I had allowed myself to freely go about my days, I would not be where I am today since – by nature – I am carefree, disorganized and creative. I can understand that the idea of presiding over all these matters at the same time can seem very frightening to a young woman, especially at the beginning of her career,” responds Carolina Vergnano to whether she had any tips for the next generation. “It does not happen all at once, though. Every age has its own pace and advantages. In any career, there is the time to speed up, the time to learn, or the time to slow down – you do not always have to go 1,000 miles per hour. I have always worked, also when my children were young, trying to cut back on international work trips, or even returning home for lunch when they were newborns. Unfortunately, there is no golden rule for everyone. Each person must find the right time and fit for them, knowing that – even in struggle or stress – joy can exist. If I had to give one piece of advice, in fact, I would choose this: try to do everything with a positive attitude, finding satisfaction in simply just being able to fit everything and everyone into one day. There is joy also in that.”