Ferrero’s enlightened philosophy

Since the launch of its Ferrero Rocher, Kinder chocolate, and Nutella – the most iconic spread in the world – Ferrero has gradually become a household name. It has gone on to produce biscuits, icecream and its most daring product yet: chocolate bars. Ferrero is a historic Italian confectioner but is also one of the largest confectionery companies in the world. Its present position is the result of numerous acquisitions and its enlightened and sustainable corporate vision. The company is based in Piedmont and aims to integrate green values in its everyday work.

So much so the company even removes its chocolate products from supermarkets at the start of summer so they don’t melt. That would cause an uproar among its loyal clients, it would disappoint “la signora Valeria”! That’s what Michele called his ideal customer avatar: Valeria, who represented the average Italian housewife. Without fail Michele would taste a product before giving it the green light. And he’d have his employees do the same. He’d put himself in the shoes of Valeria, someone who, in the past, would have been in charge of picking Ferrero’s products during the grocery run. Valeria could never be let down. Lose her trust and she’d never come back. While times may have changed, client loyalty is still at the heart of Ferrero’s success to this very day.