{"id":70842,"date":"2019-10-25T11:37:56","date_gmt":"2019-10-25T10:37:56","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/in-brasile-novantanni-di-orgoglio-pirelliano\/"},"modified":"2022-04-21T14:30:41","modified_gmt":"2022-04-21T13:30:41","slug":"ninety-years-of-pirelli-pride-in-brazil","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/historical-archive\/ninety-years-of-pirelli-pride-in-brazil\/","title":{"rendered":"Ninety Years of \u201cPirelli Pride\u201d in Brazil"},"content":{"rendered":"<p>It was the spring of<strong> 1929<\/strong> when <strong>Pirelli took over the<\/strong> <strong>Companhia Nacional de Artefactos de Cobre<\/strong> (CONAC), a small Brazilian company in the electrical conductor sector, based in San Bernardo, not far from S\u00e3o Paulo. On 25 October that year, <strong>Giorgio Pirelli<\/strong>, the third child of the <strong>founder Giovanni Battista<\/strong>, was appointed company chairman. In the meantime, construction had started on a large <strong>new plant in Capuava<\/strong>, a municipality of Santo Andr\u00e9, also in the industrial outskirts of S\u00e3o Paulo. Capuava was up and running in 1931, producing cables. Tyres were added in <strong>1941<\/strong>, and <strong>Pirelli S.A. Companhia Industrial Brasileira<\/strong> was born.<\/p>\n<p>Pirelli\u2019s expansion in Brazil was constant and massive: the factory in Santo Andr\u00e9 was gradually joined by one in <strong>Campinas<\/strong>, and one in<strong> Gravata\u00ed<\/strong>, near Porto Alegre, and another in <strong>Sumar\u00e9<\/strong>, with the <strong>first tyre test track in South America<\/strong>. The opening in <strong>1986<\/strong> of the modern complex in <strong>Feira de Santana<\/strong>, in the State of Bahia, was a great step towards the introduction of <strong>advanced eco-compatible processes<\/strong> in the world of manufacturing.<\/p>\n<p>Brazil is almost a second home to Pirelli, and the special place that Brazilian factories immediately acquired within the Group needed the right communication instruments, leading to the launch of <strong><em>Noticias Pirelli<\/em><\/strong>, <strong>the Brazilian house organ<\/strong>, in <strong>1956<\/strong>, just six years after the Italian <strong><em>Fatti e Notizie<\/em><\/strong>. In <em>Noticias<\/em> we find reports on the<strong> \u201cOnde trabalha papai?\u201d initiative<\/strong>, the Brazilian version of <strong>factory open days<\/strong>, which were also being held at the time at the Milano Bicocca plant, welcoming the families of workers and employees.<\/p>\n<p><strong>Company meet-ups for festivities<\/strong> such as the <strong>\u201cFesta de Natal\u201d<\/strong> and <strong>\u201cA Pascoas\u201d<\/strong> became authentic institutions. Culture leverage is one of the most important ways of motivating employees: together with the <strong>Pirelli Cultural Centre in Milan<\/strong>, an equally active <strong>Pirelli Club<\/strong> operates at the Santo Andr\u00e9 plant: the factory becomes an arena of artistic events, exhibitions, and literary meetings with leading exponents of <strong>contemporary Brazilian culture<\/strong>. The events promoted by the Pirelli Club include theatre performances reserved exclusively for employees. There are also intense <strong>sports activities<\/strong>, with the creation of the <strong>Club Atl\u00e9tico Pirelli (CAP)<\/strong>, encouraging employees to take up a variety of sports, ranging from football to cycling, to basketball, volleyball, athletics, and boxing.<\/p>\n<p>S\u00e3o Paulo and Milan have thus always been linked by a powerful bond, channelling the same willingness of employees to become involved, creating <strong>close interaction with<\/strong> their <strong>local communities<\/strong>, with a constant focus on issues outside of the world of industry. These issues are ultimately the <strong>company\u2019s social responsibility<\/strong>, and in the Brazilian house organ they become <strong>\u201cPirelli Pride\u201d<\/strong>. From today, alongside the <em>Pirelli<\/em> and <em>Fatti e Notizie<\/em> magazines, and the <em>Vado e Torno <\/em>periodical for road hauliers, also the pages of <strong><em>Noticias Pirelli<\/em> can now be consulted online<\/strong> at this <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/pubblicazioni-e-riviste\/IT-PIRELLI-BIB0001-0003311?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">link<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was the spring of 1929 when Pirelli took over the Companhia Nacional de Artefactos de Cobre (CONAC), a small Brazilian company in the electrical conductor sector, based in San Bernardo, not far from S\u00e3o Paulo. On 25 October that year, Giorgio Pirelli, the third child of the founder Giovanni Battista, was appointed company chairman. [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":70803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-70842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-historical-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ninety Years of \u201cPirelli Pride\u201d in Brazil - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/historical-archive\/ninety-years-of-pirelli-pride-in-brazil\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ninety Years of \u201cPirelli Pride\u201d in Brazil - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"It was the spring of 1929 when Pirelli took over the Companhia Nacional de Artefactos de Cobre (CONAC), a small Brazilian company in the electrical conductor sector, based in San Bernardo, not far from S\u00e3o Paulo. On 25 October that year, Giorgio Pirelli, the third child of the founder Giovanni Battista, was appointed company chairman. 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