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He Turned His Father's Local Bakery Into Billions!
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gold and exuding Elegance the coveted
Ferrero Rocher holds inside it one of
the most guarded secrets in the food
industry the recipe began more than a
century ago and has remained in the
hands of one family for four generations
all thanks to one Italian who turned his
father's local bakery into a
multi-billion dollar company and one of
the most distinctive chocolate brands in
history this is the story of Michaela Ferrero
[Music]
was born in 1989 in Piedmont Northwest
Italy the area is known for its border
with Switzerland with the Alps forming a
cinematic background Michaela grew up in
the small town of Alba in between Turin
in Genoa on the southern part of
Piedmont it's home to some of the
country's most prestigious Vineyards in
the country a rich Roman history an
architectural site stating as far back
as the 12th century it was in this town
that Michaela's father Pietro began a
humble Bakery with a Grand Vision Pietro
had been trained as a pastry chef and
developed an obsession with finding the
right balance of cocoa and hazelnuts
which were easy to Source locally this
Quest led to Pietro's own version of
zhanduya a thick dark chocolatey paste
which was created in the region helping
to make Piedmont famous for chocolate
with Pietro's recipe though which he
marketed as pasta zanduya this creamy
spread would go from a regional Delight
to a Nationwide best seller pasta
genduya quickly became a hit it was
packaged in aluminum foil in small
loaves that needed to be cut with a
knife in 1946 together with his brother
Giovanni Pietro formed the company
Ferrero to grow the business from a
pastry shop and small chocolatier into a
large company strangely Pietro's best
business decision wasn't in his shop at
all it was when his wife Pietra gave
birth to their only child Michele in
1925 Michele grew up in Alba which at
the time was a small rural town with
little activity by the time his career
was over Michele would have turned this
town into not only a regional
destination but the engine room of a
global Powerhouse
McKelly learned the trade by following
his father closely but he was marred by
tragedy when his father died young at
just 51 years old leaving the business
in the hands of his brother Giovanni and
mckelley less than a decade later
Giovanni died too leaving McKelly
heartbroken and in charge of a growing business
mckelley's father's products were unique
and the ingredients he used as his
signature were largely out of necessity
hazelnuts offered a cheaper substitute
for chocolate which was difficult to
import especially during wartime when
the rest of Europe cut Italy off but
Pietro's Ingenuity led to him
establishing a company a workshop and
acquiring a factory to ramp up
production Pietro Ferrero could never
have imagined how his prostagandula
would be again transformed after his son
took over the company mckelley started
his leadership with a bold move instead
of a chocolate bar or used as a filling
his genius move was to create a
chocolate spread super Crema as launched
in 1949 two years after Michele took the
reins and it was an instant hit the
spread was affordable to the average
Italian it turned chocolate from a
luxury product into an everyday one
super Crema was kept in a jar joining
the the Shelf next to other spreads used
on bread and immediately mckilley proved
himself to be a Visionary he sent a
truck painted in the company's colors
traveling around Italy and giving out
chocolate to Children mckilley
understood what very few of his
competitors did at the time that
advertising and marketing could create
demand within a decade of michelley's
leadership Ferrero had opened up three
new factories two of them outside Italy
the key to his success was moving into
the German Market where he converted old
missile factories into candy
manufacturers mckelley took advantage of
the post-war infrastructure and an
increased appetite for confectionary
bars which had developed during the war
in 1964 mckelley made another defining
move he changed the name of super Crema
to Nutella which combined the English
word nut with an Italian diminutive
associated with other food like
mozzarella portabella and citronella but
it wasn't a simple rebranding mckilley
had inherited his father's obsession
with finding the right balance of
ingredients and when he did Nutella was
launched with a different recipe to
Super Crema one that remains top secret
to this day it is so guarded that there
are no media tours allowed of factories
and the original recipe was reportedly
once translated into Arabic and locked
in an Egyptian Vault this was a product
that was widely marketed to all
consumers quickly becoming a favorite of
European children in mckille's masterful
stroke of giving the name worldwide
appeal opened up new markets in 1983 he
exported the product to the United
States which launched it it into a
global sensation mckelley saw the
success of Nutella but had no intentions
of slowing down in 1968 he created a
product marketed exclusively to Children
calling it Kinder which means children
in German Michele had already expanded
production to Germany and had confidence
that he could appeal to the Market's
tastes he was right Kinder was a more
traditional confectionary than Nutella
or Ferrero Rocher but the specific
combination of milk chocolate sugar milk
powder and cocoa put it A Step Above the
Rest the brand has gone on to release a
range of different products including
Kinder Surprise egg shaped chocolate
encasing a small toy Kinder Bueno wafer
sticks Kinder Maxi King ice creams and
dozens more the Target demographic
continues to be children mckelley's
genius was in his marketing he was able
to keep a squeaky clean luxury image for
the company all the while launching
different products for different
different markets segmenting each with
its own brand and just over three
decades after inheriting his father's
business he was ready to unveil his masterpiece
masterpiece
in 1979 mckelley introduced the world to
a chocolate that has become one of the
most sought after in the world its
Inception was semi-religious McKelly
took the name Roche from The Grotto
where a saint once reported a vision of
the Virgin Mary mckelley traveled to
Roche de mesopiel in Lord in southern
France as a pilgrimage he was so
inspired that he coined the name Ferrero
Rocher for his new chocolate and
continued to visit Lord for the rest of
his life the profound meaning behind the
chocolate is matched by its ingenious
composition Ferrero Rocher is made up of
three layers a full crunchy hazelnut
which is dipped in Nutella and then
wrapped in a wafer shell topped with
chocolate and roasted hazelnut pieces
but the candy has also become famous for
its fourth layer the packaging each
piece is wrapped in gold foil glued to a
paper cup and stamped with the brand
name this aesthetic makes set a pseudo
high-end product loosely associated with
wealth and decadence the packaging has
become so distinctive that plastic boxes
or displays are always made as clear as
possible to emphasize the gold wrapping
they have become Staples of Celebration
more than half of Ferrero Rocher's sales
occur in the last three months of the
year in the lead-up to Christmas and New
Year's Eve and there are now a variety
of different flavors too McKelly
continued to aggressively globalize both
sales and production spreading ferrero's
products spread to the rest of the world
he Diversified the sourcing of raw
materials and built up eight factories
across five continents along with sales offices
McKelly Ferrero stared his father's
Chocolate Company into worldwide success
by fiercely protecting the company's
image he did this by segmenting the
company into distinct Brands Ferrero
Rocher was a product of decadence and
prosperity Kinder was marketed for
children and Nutella was an all-purpose
General product the company has remained
politically neutral and rarely offers
sponsorship deals mckelley's connection
to his roots never wavered either he
funded the expansion of bus lines to
draw workers in from further in the
countryside and funded a variety of
social programs keeping a local
population of workers who were embedded
in the community as much as mckilley
himself is why there has never been a
strike at the Ferrero Factory in just a
few years after releasing Ferrero Rocher
he established the Ferrero foundation in
his hometown of Alba which features a
kindergarten a school a bar workshops
Fitness rooms and even medical
facilities the building is available to
employees who have spent more than 25
the Ferrero company remains in the
family to this day after mckelley's
passing his son's Giovanni and Pietro
named after his father and uncle took
over the company in 2019 the Ferrero
group had over 11 billion dollars in
annual revenue and in 2018 purchased 2.8
billion dollars worth of businesses from
Nestle its largest competitor to deeper
entrench its hold on the global Food
Market Ferrero is the largest buyer of
hazelnuts in the world as a staple of
their major products Ferrero consumes
around 25 percent of the entire Global
Production of hazelnuts McKelly
ferrero's lasting impact is felt best in
his hometown of Alba which was once a
barn cultural Community now one-fifth of
the population is now employed by
Ferrero while the headquarters of the
global Empire remains in nearby Turin
when mikeli Ferrero died in 2015. he was
the richest man in Italy with a net
worth of around 20 55 billion dollars
his obituary in Forbes Magazine
attributed his wealth simply to
chocolates and there was a statue of him
in Alba cementing his place as the king
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