Gianlorenzo Seletto

"He considered the air he breathed on the paths of the Langhe so beneficial that, to the surprise of planners and architects, he had it reproduced inside his offices. For example, in Brussels, Beppe Veglio, former general manager of the Ferrero factory in the Belgian town of Arlon, in the southern Ardennes, recalls that Michele "had an office built in a small building that exactly replicated the characteristics of the air of the Langhe at about six hundred meters in altitude." Confirms Gianni Mercorella, with nearly fifty years of service at Ferrero as the custodian of the product cards, since 1990 part of his secretariat: "When I accompanied him to identify the place to establish the Balvano factory, in my earthquake-shaken Basilicata, with neighboring Irpinia, from the earthquake of 1980, Mr. Michele chose an altitude and air that were similar to those of his Langhe." As Ferrero researcher Gianlorenzo Seletto states, "at that altitude, bread leavening is ideal." And this is an additional factor in achieving that unique excellence of the products."

"Gianlorenzo Seletto, from the Research and Development Division, explains: "He wanted to enter the mind of the festive consumer. He pondered, for example, what an Indian grandmother would want to give to her grandson on the occasion of the Kumbh Mela, the great Hindu festival on the Ganges River, and intercept her latent desires. He urged us to approach the product as if it were a celebration.""