THE FERRERO’S BRAND CREATOR IS DIED
Michele Ferrero (1925 – 2015) was one of the most important Italian businessmen, owner of the eponymous Ferrero Group.
Son of peasants, after the second big war, together his wife he opened a pastry shop in Alba (Cuneo). In 1946 Michele was the man behind the company’s development, creating many new products purchased today by millions of consumers around the world, opening factories and representation in Germany and France, and then exporting his articles overseas, from Australia to Ecuador.
At that time the Italian giants brands were Motta and Alemagna that predicted: “Ferrero goes for broke, it will fail.”
Michele is the inventor of the most famous Ferrero products: Nutella (1964), Mon Cheri (1956), Tic Tac (1969), Ferrero Rocher (1982), up to the Kinder line that now represents about 50% of the Ferrero turnover.
Thanks to the continuous territorial expansion, and production lines, today Ferrero is one of the leading confectionery worldwide, with over 34,000 employees in 53 countries, 20 production facilities, 3 of which are operating in the field of social enterprises in Africa, and Asia and 9 farms.
By Michele Ferrero’s will, in 1983 was born the Ferrero Foundation, based in Alba, which has the dual objective of taking care of ex-employees Ferrero and to promote cultural and artistic initiatives. Indeed, in its logo appear the three verbs that characterize his phylosophy : “Work, Create, Donate”.
In 2005 he created the Social Enterprises, already active in India, South Africa and Cameroon, not only based on a purely Conception entrepreneurial, but acting with a “social” spirit, as they are aimed on the one hand to create jobs in disadvantaged areas emerging countries, and to also carry out projects and initiatives to promote children’s education and health in the areas where the establishments are located.
Perhaps the best-known product in most of the world is “Nutella”, trade name of an Italian hazelnut cream made from sugar and vegetable oils to flavor cocoa and hazelnuts. It was created in 1964 by the confectionery Ferrero in Alba, from a previous cream called Giandujot and then Supercrema. The name comes from the noun “nut,” and the Italian suffix “ella” to get a catchy name.
Today Nutella is probably the most widespread “chocolate spread” in the world, whose main ingredient is the hazelnut, once taken from the local hazelnut plantation where he was born. Mr. Michele, as his collaborators always called him, had the idea of planting trees hazelnuts in the South, so that he could have at disposal fresh hazelnuts at any season. From that visionary project was born 8,000 hectares of crops in Chile, Argentina, South Africa, and Australia, where have been planted 6.6 million of trees. The latest reports claim that sales have been of 350 thousand tons produced each year.
Since the beginning Ferrero adopted reusable glass containers as a form of incentive to buy the product. Once emptied of its contents, the container can be used as a container. The glass jars were soon embellished with multi-color images and a characteristic shape.
During the feast of St. Peter and Paul, Michele had a habit of visiting his Ferrero Foundation in Alba. Here he greeted older workers and talked with other workers, and maybe tasted his products too, keeping the air conditioners to the maximum so that the chocolate did not “suffer” the heat “.
Frequently he went to various supermarket to buy its products and those of other brands to verify freshness and differences. In each factory Michele asked to put a statue of the Lady of Lourdes, but not to offend Muslims, the designers did not put it in the factory in Manisa, Turkey. Michele Ferrero did not like to waste money, except for his favorite cake that he commissioned for some event to a trusted confectioner, and then carried by a helicopter to Alba. Dwelling in Monaco where he lived in recent years, next to the villas of his son John and Louise, and the widow of his son Peter (who died in 2011), his last joy was being with his five grandchildren ((Michele, Bernardo, Michael, Marie Elder e John). He wrote for them a affectionate letter, during the celebrations for the 50th anniversary of Nutella, celebrated in May 2014. He ideally passed the baton to the fourth Ferrero family’s generation.