Ferrero, who with more than ten billion Euros per year is the third in the world among the multinational chocolate confectionery sector, turns 70. Giovanni Ferrero, that company’s managing director, is celebrating the milestone with a letter sent in 20 different languages to its more than 40 thousand employees.
“My father Michael believed in the possibility of a company able to overcome the boundaries and export our products all over the world – it says -. It was a bold idea. It is amazing to think how much the company has evolved since then and we can all be proud of the role that Ferrero has conquered the market. “
Look at the past, Giovanni Ferrero, but thinks” much to the future of Ferrero. ” “In the coming years – he writes – Ferrero has the opportunity to reach even more people and more markets around the world. In the next 10 years our market will evolve faster than ever, and now the most important thing is to decide what will be our next goal. “
In 70 years, from a small pastry shop to Alba, in Piedmont, Ferrero has become a brand known throughout the world for its products such as Nutella and Kinder. Ferrero owes its name to an Italian family, from generation to generation, from Peter the founder Michele the inventor of many specialties, to John that today the leadership, built a huge fortune and employs 40,000 employees.
1946 – Creation of the Ferrero. On May 14, complete with a memorandum to the Chamber of Commerce, it was officially founded the Ferrero industry. It is in this context that Michele twenties, son of Peter, he began to work with his father. But you have to make known the Pasta Gianduja also outside Alba and Piedmont. He thinks John, younger brother of Peter, who is organizing a very efficient and widespread sales network.
1948 – When nature rebels. When the factory is preparing to face the production in view of Christmas, a violent flood invades the factory and the mud submerges all equipment. It is September 4, 1948: all seems lost, the damage is huge, luckily there are no victims. The company remains isolated and employees do not leave; Ferrero with his brothers they start shoveling the mud trying to save the machines. They work for four days, but not make it and the factory at the end of the month, becomes active as before.
1949 – The farewell to Peter Ferrero. A few months later, March 2, 1949, another sad event: at age 51 dies of heart attack Pietro Ferrero, the company’s founder; the baton passes to his brother John and his wife Piera and her son Michael.
1956 – Start the adventure abroad. Alba you look away, to Europe, to Germany. A Stadtallendorf, in Hesse, 150 km from Frankfurt, born Ferrero GmbH and the first foreign establishment. And ‘Mon Cheri won the German public, a chocolate box that keeps a tasty cherry: This praline, Ferrero has established itself on the German market and beyond.
1957 – Michael leads the company. Giovanni Ferrero died in 1957; control of the company passed to his nephew Michael. The creativity, the desire to explore new avenues and constantly experimenting are the characteristics that accompany him throughout his career. Innovation is not only manifested in the design of new products, but also in the use of highly original forms of promotion at the time.
1964 – it is the year of Nutella. The Michele Ferrero creative mind does not stop for some time and is thinking about experimenting with a product suited to the new needs of consumers who live more comfortably and is salable in every market. If it has been so successful Supercrema, Michele Ferrero tries to further improve the formula and to change name, to cast it on foreign markets. Thus it was born ‘Nutella (nut from the word which in English means hazel), known throughout the world, even become a phenomenon studied by sociologists, inimitable still today.
1968 – The Kinder revolution. Moms more careful feeding of children, increasingly demanding boys. To find the right balance between these two needs once again an idea of Michele Ferrero. His solution is called ‘Kinder Cioccolatò (kinder means’ child in German, and also in the careful choice of names are known to the international nature of the Group), it is a bar of milk chocolate and filled with their own’ more milk, less cocoa becomes the slogan for a large family of products grouped under this brand.
1968 – It’s time for a coffee. Why think only boys? Even adults need to be pampered and indulge in an occasional ‘sweet break and do so with’ Pocket Coffee.
1969 – Tic Tac, a pill worldwide. Not only chocolate and hazelnuts. At the end of the sixties, Ferrero decided to diversify its production and create an confettino mint that will soon become a worldwide success. It contributes even the packaging: a mini-box dispenser, which represents a small revolution in the world of packaging.
1969 – From Dawn to the ‘Big Apple. After the conquest of Europe, Ferrero decided to cross the ocean and arrives in the US in 1969, opening an office in New York. It is presented on the American market not with the pralines or with Nutella, but with Tic Tac cartons. The success is remarkable. And even on US soil will be built a new factory Ferrero.
1982 – The Gold of Ferrero Rocher. The triumph of the fruit-symbol of the company, an example of a sophisticated product for everyone. It is another worldwide success, thanks to a series of television commercials with characters especially welcome to the public.
1990 – Here come the snacks’ fresh. Once again the creativity of Michele Ferrero has scored new successes considering making something ‘cool to be given to boys. Thus it was born ‘Kinder fetta al latte, followed by Kinder Pingui (1992) and Kinder Paradise (1994) and Kinder Bueno.
1997 – The third generation. A new generation starts to lead the company operationally: are Peter and John, sons of Michele, which bear the names of his grandfather and uncle founders of an increasingly large and increasingly global. Become Chief Executive Officers dealing, respectively, of the company overseas and European ones that, globally, are 29. Fifteen, however, establishments and 16,000 employees.
2001 – A true multinational. With the arrival of the third millennium, it strengthens the group’s international vocation, which has sales of over EUR 4 million, 16,000 employees, 15 plants worldwide and 32 operating companies.
2005 – The 80 years of Michele Ferrero. April 26 Michele Ferrero is 80 years old with the confidence that has always characterized the inventor of many specialties. On this occasion, the city of Alba gives him a gold medal and the President of the Republic appointed him Knight Grand Cross, the highest honor of the Italian State.
2011 – The death of Pietro Ferrero. In April 2011 Pietro Ferrero tragically died in South Africa while fulfills high humanitarian mission, he inspired and desired, to revitalize the Ferrero Social Enterprise in that country. Brother Giovanni continues to lead the company successfully, aiming to achieve even more ambitious goals taking strong and lives inspiration and social motivation strongly shared with his parents and his brother. It is a set-based, today as yesterday, on solid family values.
2015 – The death of Michele Ferrero. February 14, 2015, at the age of almost 90 years, Michele Ferrero dies, the legendary inventor of all Ferrero products. In August 2015, the Ferrero Group formalizes the acquisition of Thorntons, British confectionery company, founded in 1911, with assets of 3,500 employees and an annual turnover of around 300 million euro. This is the first acquisition in the company’s history, which until then had entrusted its development to the organic internal growth.
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