Ferrero (Nutella, Kinder, etc.): Somo a family cultura of the company influences its products

The Origin of Ferrero and Family Culture The story of Ferrero begins in 1946, when Pietro Ferrero, a small confectioner from Alba, in the Piedmont region of Italy, decided to turn his passion for sweets into a business. What started as a small family bakery soon became one of the largest food empires in the world. However, what sets Ferrero apart from other multinational companies is its strong family culture, which permeates all of its decisions, from product creation to its market strategy. Pietro Ferrero was born into a humble family and grew up in the midst of local agriculture. His initial vision was to create affordable products that could be consumed daily by Italian families. During the post-World War II years, when food shortages were a reality, he realized that cocoa was expensive and difficult to obtain. It was then that he created " Giandujot ", a paste made with cocoa and hazelnuts, ingredients abundant in the Piedmont region. This innovative product was the precursor to Nutella, which would be launched decades later. After Pietro's death in 1949, his son Michele Ferrero took over the leadership of the company. Michele was only 24 years old, but he brought with him an ambitious vision and entrepreneurial mindset that would shape the future of Ferrero. He not only expanded the family business, but also introduced a unique approach to corporate management: keeping the company under family control while ensuring that family values were preserved. Michele Ferrero was a visionary. He believed that products should be made with love, as if they were intended for the family members themselves. This philosophy is rooted in Italian culture, where the concept of family is sacred. For Michele, the quality of the ingredients and customer satisfaction were top priorities. He used to say: "If you want to do something well, do it as if you were doing it for your own home." This mindset was directly reflected in Ferrero's products. For example, the Kinder Egg, launched in 1974, was designed with children and their parents in mind. The idea was to create something that would be fun and safe for children, but also appealing to adults. The chocolate egg with a surprise toy inside became a global phenomenon, demonstrating how Ferrero's family culture influenced product innovation. Furthermore, Ferrero has always maintained a strict policy of secrecy. Unlike many modern companies that seek constant publicity, Ferrero prefers to keep its operations low-key. This is also a family legacy: Michele Ferrero believed that a company's success should be measured by the quality of its products, not by the number of advertisements or advertising campaigns. This low-key approach has helped to build an image of trust and authenticity around the brand. Another important aspect of Ferrero's family culture is its resistance to the pressure to go public on the stock exchange. While many family-owned companies choose to sell shares to finance their growth, Ferrero remains firmly in family hands. Today, the company is controlled by Giovanni Ferrero, Pietro's grandson and Michele's son. Giovanni continues to honor the principles established by his ancestors by keeping the company private and focused on the long term...

© 2025 Max Editorial (E-bog): 9781779749369

Release date

E-bog: 15. april 2025