LyrArc Article Gist
Manuela Mesco's interview with Giovanni Ferrero, CEO of Italy's chocolate company, Ferrero SpA, in Nov. 2013. Ferrero outlines his plans to double the company's sales by expanding outside of Europe where it now gets 80% of sales. Euromonitor estimates show Ferrero with 8% share of the world chocolate market compared to Nestle's 12%. Ferrero SpA's sales are 8 billion euros for 2013. The company started with a small store in Alba, near Turin, Italy in 1942. Its hazelnut and chocolate spread Nutella is a popular product in Europe. Ferrero has expanded by about 45% since 2006, with rising sales of the Nutella and Kinder brands. A path Ferrero plans to take is expanding sales in China and other Asian markets, following up on the popularity of its Rocher brand of chocolates in China. The problems Ferrero faces in the U.S. is the presence of big established competitors Hershey and Cadbury, a fragmented distribution chain, and the uphill task of convincing peanut butter users to try Nutella for breakfast, and snacks. Ferrero is a family owned company and Giovanni Ferrero plans to keep it that way, seeing new opportunities in the chocolate and food market that the Italian company can take advantage of. In doing so he hopes to generate enough growth to compete effectively as an independent family owned company with Nestle and Hershey.