Those who go to the northern Italian town of Alba, will inevitably detected by the scent surrounding the place. Chocolate, nuts, caramel – all ingredients that are missing in almost any product Ferrero. The smells coming from high up in the factory where he raged throughout his life creatively: He – Michele Ferrero. Kinder Chocolate, Duplo, Mon Chérie, Hanuta, Rocher, Ferrero kisses – and of course Nutella. He either invented or at least they left his mark on all these sweet sins.
And the smell was a long time everything that came from the factory to the outside. As in Germany, the Aldi brothers celebrated Ferrero its invisibility to the public. There are no photos, no public appearances, as well as no interviews. Even honorary doctorates he refused. Visits in the work were long time as a taboo, messages from the Group are rare. And so it is not surprising that even his death from that company he led 40 years old, will not communicate.On Sa turday Ferrero-owner Michele Ferrero died in Monte Carlo. He was almost 90 years old and have been ill for longer. He was richer than his compatriot Silvio Berlusconi – financially and in character. Last Ferrero was the richest man in Italy, and was ranked number 22 in the “Forbes” list of the richest people in the world. The trained pastry chef has his father’s company made large, the most important product today knows every child: Nutella.
A “monastic vocation to work”
Ferrero pretended to be a patriarch, who developed products themselves and unconditional loyalty demanded. His wealth, he shared his company he led with an iron fist. But he was also generous. As its motto Fondazione Ferrero he was “lavorare, creare, donare” from work, create value, share it.
Like almost every self-made entrepreneur, who comes from a humble background and a global corporation formed, Ferrero also had its quirks. He never told the public. He remained undetected when he checked the placement of the Ferrero sweets in supermarkets. At least, keeps this rumor. His son Giovanni Ferrero said the public reticence of the boss towards the “Süddeutsche Zeitung” with a “monastic vocation to work.” Ferrero, strictly-practicing Catholic, wanted to be a star. He wanted to turn his company.
Born was Michele Ferrero on 26 April 1925 in the Italian community Dogliani. The father Pietro Ferrero was pastry chef. He moved with his family to Alba, a small town in the far north of Italy. There he founded a fine bakery. The son got a business education and a confectioner.
Out of necessity a virtue made sweet
chocolate was scarce in the Second World War. Michele Ferrero’s father and uncle ventured an experiment. In Turin they had heard of the idea, partly to replace chocolate with a nut mixture. Nuts built the farmers at the local Piedmont. From a baking ingredient soon became the spread “Gianduiot” – a successful product. Soon, the company has more than 50 employees, the pastry shop in Via Rattazzi was too small.
In 1949, Father Pietro Ferrero died. Michele Ferrero’s uncle and mother initially ran the bakery, the son focused on increasing the company to expand. He soon managed to own trucking fleet and put on mass production with modern machinery, advertising and on products that were tailored to their country of destination. Like no Italian entrepreneurs Ferrero was an innovator and meticulous marketers, who had a keen sense of the zeitgeist.
A candy for each target group
In 1957, Michele Ferrero took over the company. In the same year came “Mon Chérie” on the market. Also, if the “Piedmont Cherry” does not really exist: The chocolates were a success. Really great was Ferrero, as the boss’s Chocolate Crème 1964 “Nutella” renamed – and campaigned with health: the milk content of Nutella was placed in the foreground.
A few years later the children chocolate came to the German market, the white chocolate in the interior should emphasize the milk content even more. The first surprise eggs were from 1974. The Americans convinced Ferrero TicTacs mimes, trendy consumers with Raffaello. Leftover nut crumbs he utilized in Hanuta. And as it once did not like the packaging of chocolates Ferrero Garden, he had a factory retrofit -. For eight million euros
What becomes of the Group
The company was henceforth regarded as divided into two camps, wrote the “Manager Magazin”. Above all, however, was still Michele Ferrero, who employed his sons as hired CEOs. Peter died in 2011 of a heart attack he suffered while riding a bicycle in South Africa. , There was uncertainty: Will the Younger can lead the Empire?
Several years ago he had his father at his side, until finally it was quiet at Michele Ferrero. And the group seemed to have lost its ability to innovate. A sign?Ferrero, the steering his company had always reserved. He was considered challenging, but generous boss. For this he earned loyalty. The Patriarch was revered by his employees: “We trust him implicitly,” said Silvano Farropa, a member of the trade union CISL a few years ago the “Süddeutsche Zeitung”
As much as Ferrero rar made in public. so present he was with his staff. Withdrawn Manager spinners were for him a horror. In 1994 the factory was flooded in Alba, production stopped. The staff and the family only secured the chapel, and then they built the factory again. Together.
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