Ferrero and Nutella, Pride of Alba
Piedmont’s Chocolate, Nutella and Ferrero Rocher
Ferrero and Nutella are the pride of Alba, brands of incredible commercial success that have positively impacted the whole town and the Italian economy.
The Piedmont region of Italy is renowned for its chocolate, especially the iconic gianduja, a creamy mixture of chocolate and hazelnuts. A chocolate tour in Piedmont is a delightful experience that can be experienced in Turin, Cherasco, Asti, and in many artisanal workshops.
From gianduiotti to local pralines, and from contemporary award-winning chocolate makers to tours of production facilities, guests can enjoy tastings while learning insights into the ancient chocolate-making tradition of the region.
When in Alba, visitors often overlook the fact that the popular chocolate treats Nutella and Ferrero Rocher were invented in Piedmont. Even fewer people are aware of the family name that founded the chocolate factory.
While the Ferrero family still leads the business, Piedmont’s chocolate, Nutella, and Ferrero Rocher blend in a story of great inspiration that deserves to be told.
In this article, we will also answer some of the most frequently asked questions, including whether it is possible to visit the Ferrero chocolate factory and whether we can buy Nutella from the factory’s outlet store or not.
Ferrero Chocolate, a Family's Story
The story unfolds with Pietro Ferrero, born in Farigliano in 1898, who moved to the nearby town of Alba in 1925. The year before he married Piera Cillario, introduced by a common friend. She soon gave birth to Michele, their son.
They shared the same passion for chocolate and sweets, and together opened the first pastry shop in the village of Dogliani. Soon after, in Via Pierino Belli, in central Alba, the first workshop was opened, followed by a shop on the high street, Via Maestra.
At that time, Alba was just a rural center where people from the nearby villages would visit on market day. The Langhe Hills were poor, with limited business opportunities, and shops were likely to see customers only on Sundays.
However, that was still the best place around to get more visibility.
In the following years, Pietro Ferrero and his wife opened a new pastry shop in Turin, spent some time in Africa, and, back in Alba, managed a larger operation in Via Rattazzi, whose products were distributed in Turin’s shops.
Piedmont’s Hazelnuts, a Chocolate Subsidiary
In the meantime, Pietro’s brother, Giovanni Ferrero, established a yeast wholesaling operation in 1926 in Dogliani. He also moved to Alba, like his brother, and began expanding his retail business, proving once again the family’s business talent.
By the end of 1945, the two Ferrero brothers were already back in trade. While Pietro was busy running the pastry shop in Turin, Giovanni acquired a large stock of molasses for yeast production.
Part of that molasses was given to Pietro, who assembled it with milk powder, coconut butter, toasted hazelnuts, and chestnut flour, making a cheaper alternative to chocolate.
Ferrero and Nutella, a Brilliant Intuition in Alba
This blend was sold in chunks of two kilos each, sliced by the weight. The nutty chocolate taste didn’t contain cocoa, which at that time was an out-of-reach luxury.
After a series of new attempts to improve the recipe, Pietro and Piera noticed the instant success of their new confection and decided to call it “Gianduiot”.
That name was not random but very similar to the word gianduiotti, the traditional chocolate-hazelnut candy of Turin. Invented in the mid-1800s and sold by the well-established Caffarel chocolate makers, gianduiotti were very popular and synonymous with good chocolate.
On the packaging of Pietro and Piera’s Gianduiot, was portrayed the local, good-hearted character called Gianduia. His joyful, high-spirited pantomime, drawn from the theater repertoire, was intended to bring optimism to Italians still struggling with the post-war recovery.
Alba, Home of Ferrero and Nutella
Alba, known as the capital of the Langhe Hills, is one of the gems of southern Piedmont, home to white truffles and wine, and rich in history.
Alba boasts an impressive Cathedral, medieval towers, and an elegant shopping street where the first Ferrero shop once stood.
The story of this family is one of the highlights of all our tours, and we make sure to point out the spot where the first original pastry shop used to be, as well as the modern factory located along the Tanaro River, on Strada Toppino (Via Vivaro).
Although the production site is not open to the public, it can be spotted from the highway or driving from central Alba toward the Barolo Wine Region. That is exactly the same piece of land bought by the Ferrero family soon after May 14th, 1946. That’s when the Chamber of Commerce of Cuneo officially enrolled the firm “P. Ferrero di Cillario Pierina”, from where it originated the Ferrero Group that we know today.
The Origin of the Success of Piedmont’s Chocolate
As Pietro passed away suddenly in 1949, he barely saw the results of his idea. Pietro will always be remembered as the man who turned a pastry shop into a factory and laid down the groundwork for the success of the following decades.
After Pietro’s death, the widow Piera, with a strong management mindset, was now in charge of the factory, together with Giovanni, the family’s sales talent.
The young Michele, Pietro’s son, joined the team and supervised production, traveling abroad to hunt for the best ingredients. His passion for industrial technologies led him to patent his machinery, making Ferrero a leader in the field.
The result was increased production and a progressive operation capable of producing products that required advanced technology. Ferrero succeeded on many occasions before any other competitor within the confectionery industry.
Each investment and strategy was based on a broad, bold vision, often against the opinions of others. Some examples of this wise entrepreneurship included the decision to compete in foreign markets and to introduce chocolate eggs year-round, beyond the traditional Easter season.
Nonetheless, the idea of selling iced tea in a light, practical takeout package proved to be a new concept for a summer soda.
From Nutella to Ferrero Rocher
In 1949, jars of spreadable chocolate hit grocery store shelves. Called “Supercrema”, the name was changed to Nutella in 1964 as part of a wider project to conquer the foreign market. The English word nut was combined with the Italian-sounding suffix –ella: a winning marketing strategy.
In a time when all competitors were focusing on hard chocolate bars, Michele Ferrero bet on a soft chocolate and hazelnut spread. As times changed and chocolate became more affordable, Nutella contained more cocoa and cocoa butter than its predecessor, Gianduiot.
Numerous commercial hits made Ferrero and Nutella the pride of Alba. Mon Chéri was another example of a name designed to attract international customers. This hard chocolate shell, filled with cherry, required the expertise of engineers who had to study how to keep the filling liquid after production.
Ferrero became a popular brand through clever television advertising campaigns that turned some products into cultural icons.
In 1968, the brand Kinder was set to engage a younger audience. To do so, moms had to be persuaded, so milk was advertised as the main ingredient in candies rather than chocolate, claiming to provide kids with healthy snacks.
That same year, Ferrero developed Pocket Coffee, a chocolate shell filled with real liquid espresso coffee, a technique similar to that of Mon Chéri. In 1969, the Tic Tac mints saw the light, and eight years later, the summer-iced-tea Estathé came out. Finally, in 1982, Ferrero Rocher golden wraps made it one of the most exported pralines worldwide.
Most products that came to market were huge successes back then and are still popular today. A few others were taken out of production,n such as the 1953 chocolate bar “Sultanino”. Periodically, new confections see the light, like the recent Nutella Biscuits, which have created a big fuss on the internet.
Ferrero and Nutella Pride and Success of Alba
Ferrero’s expansion turned the Group into a multinational enterprise that remains family-owned. The first plant to be opened over the Alps was in Germany in 1957, and soon after, Belgium, France, and the Netherlands followed. By the end of the 1970s, Ferrero opened in Asia and Australia.
Today, there are 25 factories scattered around the globe.
To tune in to local tastes, different versions of the same products were developed. Certain Ferrero candies are available in some countries but not in others.
Decades of growth driven by innovation and low debt have aligned with the company’s ethical values, supporting local communities. For instance, next to the German plant, “Villa Piera” was established, a compound of accommodations for workers. The goal was to avoid daily commuting and to elevate employees’ lives.
Michele had two sons, Pietro and Giovanni, named after his father and uncle, respectively. After the unexpected loss of Pietro in 2011, today’s chairman is Giovanni, who mainly works from the headquarters in Luxembourg. Following his father’s footsteps, Giovanni Ferrero continues to focus on its native brands and to implement a new acquisition strategy, such as the recent one with Nestlé.
How the Town of Alba Benefited
In the early 1950s, Ferrero’s sales network was the largest ever seen in Italy. The Group’s ongoing success brought revenue to Alba and the surrounding area, helping to counter the depopulation of the Langhe Hills.
A shuttle bus service was introduced to bring workers from the remote villages of the hills to Alba and back home at the end of their shift. It was a significant benefit for workers who could barely afford a car.
In a time when many farmers considered leaving their farms and moving to Turin to seek a full-time job at FIAT’s assembly line, Ferrero was a local source of employment.
New positions have opened at the chocolate factory and in the office. Moreover, an entire collateral economy gravitated around Ferrero, including new rural activities related to hazelnut crops.
Ferrero Chocolate and the Local Community
What makes the Ferrero Group a unique example of a multinational company is the personal approach with its employees. People in Alba and the surrounding areas have great respect for both the employment provided by Ferrero as well as for the family that runs the company.
The Ferrero family has always kept a low-profile lifestyle and avoided gossip despite their social status, and that’s something that local people appreciate.
The strong relationship between the Group and the local community extends beyond job opportunities. A deep sense of respect is rooted in what the factory has given back to Alba since the 1950s.
For many weeks after Michele Ferrero’s death in 2015, many shops in Alba displayed a picture of him and a message of gratitude. A simple but touching farewell for a beloved man and a virtual hug to a family to which the town feels related.
Today, as decades ago, Ferrero focuses on environmentally friendly operations, strives for the highest quality, and supports local communities.
The Ferrero Foundation
Michele Ferrero founded the Ferrero Foundation in 1983, named after his parents and uncle Giovanni. The sleek, modern building, designed by architect Valerio Demaria, features an auditorium, gym, and large venues for special events.
At first, the Foundation donated scholarships, but in the last decades, it organized art exhibitions of national relevance.
The goal is to give back to the community and, at the same time, support retired employees.
Over 3500 former workers and their spouses are entitled to a list of daily activities, including sports, cultural events, and travel. An investment to thank people who have contributed to the success of the Group and to let them discover new opportunities during aging.
Are there Guided Tours in Alba’s Ferrero Chocolate Factory
As of April 2023, the Ferrero chocolate factory in Alba has never allowed the general public onto its premises.
A walking tour of Alba with a local expert includes some locations where this family story began and references to the local social background.
Guests departing from Alba on a Barolo Wine Tour or Truffle Hunt can ask the local guide to stop by the plant’s main entrance, marked by the iconic Ferrero sign. However, only employees are allowed to enter the gates.
The Ferrero Chocolate Outlet Store in Alba
The Ferrero chocolate factory in Alba has an outlet shop open only to employees and law enforcement personnel.
The lean Group communication strategy includes a pullback of chocolate candies from grocery shelves during the summer months.
As the company aims for high quality, the summer heat compromises the product’s overall condition. Therefore, Ferrero decided not to disappoint their customers by limiting the seasonality of pralines and other candies.
Massive advertising campaigns are usually launched in the fall to inform the audience that Ferrero’s chocolate is back in grocery stores, emphasizing the company’s commitment to excellence.
