Belgium

"Early on we were predominantly European, with two thirds of our profits coming from this large, sophisticated market. Germany, Belgium, Norway and France led the way. We struggled with competitiveness in Italy and withdrew. The UK has been a disappointment. Skills are not what they were, energy is expensive, unions have been aggressive (unlike Germany, where the unions focus on encouraging employers to invest for future growth), although to be fair they have been much more constructive and willing to engage in proper discussions about the genuine health of our businesses over the last ten years, and the government has been uninterested or lacklustre at best. America has been resurgent on the back of world-beating energy costs and frankly fine management. Whereas Europe has slowly squeezed the life from much of its manufacturing base with carbon taxes, complex legislation, high labour and social costs, America has gone into overdrive."

"Nutella contributes to the unstoppable growth of Ferrero in Europe. Other factories and commercial offices open in the Netherlands, Belgium, Denmark, the United Kingdom, and Switzerland. There's an anecdote that alone could tell the success of the new product, without resorting to what we now call market research: the 'spalloni', smugglers who come from Switzerland to Italy loaded with American cigarettes and with some watches, on the return carry in their robust backpacks loads of Nutella and other Ferrero products. Especially in Switzerland, one of the historical homelands of chocolate."