Deseasonalize the Product Calendar

"In the early Nineties, Michele Ferrero decided to take on nothing less than the summer heat. He had long suspected that his products suffered from it, especially at certain latitudes, and realized that chocolate sold less from June to September (the famous 'summer gap' first experienced in Germany), it had to be deseasonalized. A very complicated challenge, but his ingenuity and tenacity never back down from any obstacle; they always find a way to overcome it."

"From that episode stems the advertising page made every summer in which it is announced that 'Of all these Ferrero products, we sold zero because they were withdrawn from the market at the first heat to reappear in autumn'."

"Michele is well aware of the concept of 'fresh'. "We all love fresh things because they are tastier, healthier, and more genuine. We must be able to provide fresh products to young people as well." It's clear that 'fresh' means different things. First of all, it's a pleasurable sensation for the palate, especially when it's hot and you're thirsty. But fresh also means genuine and natural, a product that retains the nutritional values of the substances it contains. In addition, fresh means without preservatives and chemical additives, that is, something that must go in the refrigerator like milk; a product as nature offers it."