Alba

"Initially, he gets his hands on them himself. Moreno Cavalli, a chemical expert, says: “Mr. Michele was a man who strongly combined the knowledge of raw materials with the knowledge of machines. He did not buy a machine to use it as it was designed. He disassembled it, added other parts, and built a complex Ferrero machine. Many of the machines that are still there now had been adapted years ago. And he wanted all of us to know well the machines that were in action in the factory.” This passion is evident from his own words: "What do you want, I've always been particularly fascinated by machinery. When I see it moving, it seems to me that it has a soul, like a person. If you've been to the Alba plant you will have noticed that kind of automatic milking machine that fills the little plastic boxes with spreadable chocolate. It closes them, seals them, packs them to be shipped… well, that machine turns out twenty-two thousand boxes like that every hour. Isn't it a wonder?""

"unique." "You must go and see, contact people, understand the competitors' products that are affecting ours..." And so I traveled the world," confirms Morena Salvatore, who has been in marketing in Alba for years. "From Tokyo to Shanghai, from Hong Kong to Beijing, from Johannesburg to New Delhi... In this wide geographical horizon, Mr. Michele inserted and planned time around the appointments marked on his agenda. For example, he knew that Valentine's Day in Italy lasts just one day, but in America and Japan it lasts several days, it's a gift not only for your loved one, but also for friends, your teacher, your neighbors, it's a celebration of affection, and he wanted to try to introduce this concept in other countries as well. A 360-degree lovers' celebration." The vision of Michele Ferrero, his international vocation, would become part of a corporate culture that has never ceased to live."