October 9, 2018. Five of us gathered in a conference room in Lodi, California, at the heart of the Central Valley’s agricultural hub. I had the privilege of sitting alongside two of my greatest mentors: Art Ciocca and Dino Cortopassi. We were there to strategize using the “Four Horsemen of Marketing” to strengthen Stand Together’s brand. Little did my colleagues know, they were about to experience the full force of Dino’s larger-than-life personality.
Dino was a man of towering intellect and presence—an undeniable force of nature. During our session, when one of my colleagues started explaining the mission of Stand Together in a long-winded manner, Dino didn’t hold back. Leaning forward, he grabbed my colleague’s arm and bellowed, “What the f— does that mean?! I ask you what time it is, and you tell me how to make the @#%* watch!”
As painful as the moment was, it reflected Dino’s direct and honest approach. He wasn’t one to mince words, and he challenged everyone around him to be better. His wisdom, though tough, was transformative. I learned so much from him, and yesterday, I found myself reflecting on those lessons as I attended his funeral, a celebration of a life well lived.
Dino Cortopassi was a self-made man, starting as a farmer and eventually growing his agricultural empire to include 7,000 acres of farmland. But Dino’s brilliance wasn’t just in farming—it was in his sharp marketing mind. With the help of the legendary Jack Trout and Al Ries, Dino strategically positioned his brand, Stanislaus Food Products, as “The Real Italian Tomato Company with the Polish Name.” This positioning, combined with his fierce authenticity and dedication to quality, propelled his business to new heights.
Dino often shared nuggets of wisdom that have stayed with me. One of his favorites: “The best tactics or operations in the world with a so-so strategy can only take you so far. But with a superior strategy, even with mediocre tactics, you can fly to the moon.”
Dino’s story is one of perseverance, intelligence, and vision. He was not only a successful businessman but also a conservationist, a patriot, and a devoted family man. He remained authentically Italian, rooted in his heritage, and he built an empire while staying true to his values.
As we continue discussing the principles of positioning and differentiation in the coming weeks, I’ll draw more examples from Dino’s life. His story is not just one of business success but of how great strategy, integrity, and authenticity can leave a lasting impact.
Dino Cortopassi will be missed deeply, but his wisdom and legacy will live on.
