To this day Ferrero’s workers have never gone on strike!
“We were born a family company and intend to stay that way.”
Giovanni Ferrero, the son of Michele the founder that just passed away
“I pledge myself to devote all my activities and all my efforts to this company,” it said. “And I assure you that I shall only feel satisfied when I have managed, with concrete results, to guarantee you and your children a safe and tranquil future.”
Michele Ferrero, 1957
From FT
From FT
Perched on the edge of a river in the Piedmont region, the presence of Nutella is clear from merely smelling the air in the nearby medieval town where it is based. Here, Ferrero, which owns the Nutella, Tic Tac and Kinder brands, has defied the lure of 21st century capitalism and remained fiercely family controlled and conservatively run.
From the Guardian
Secrecy was a personal Ferrero hallmark, too. He never gave a newspaper interview, refused to accept honorary degrees and, according to a report in the daily Corriere della Sera, scrutinised prospective employees from behind a two-way mirror. Because of an eye affliction, he took to wearing dark glasses that made him seem even more remote during his rare public appearances.
What can i say, most of the mergers i know there are no synergies only value destruction. These guys where able to build strong brands, Nutella, Ferrero Rocher and of Course Kinder. The most important thing in the world is to build an image to build a brand. The people who did that are doing very well. The people who think the best product wins are wrong. Yes the best product win's but it's the best product inside the customer mind.
The marketing guy is the most important person in a company.
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