The entrepreneurial and philanthropic spirit of its founder Pietro Ferrero and his successors, which is deeply embedded in the culture and business of the Ferrero Group since it was first created, is the inspiration behind the Michele Ferrero Entrepreneurial Project.
The Project - designed and strongly supported by the Cavaliere del Lavoro Michele Ferrero - is present in Cameroon, South Africa and India.
From the very outset, it has operated as a fully-fledged “business”, based on a purely entrepreneurial concept that aims to achieve positive financial results.
However, the Project also has a social spirit, which inspires it to create jobs in less advantaged areas of emerging countries and fight the serious consequences of unemployment.
Furthermore, its social spirit inspires the creation of humanitarian initiatives in the areas the Project operates in.
These initiatives aim to safeguard the health, education and social development of children and young people under the motto: United Kinder of the World.
The first Michele Ferrero Entrepreneurial Project was launched in Cameroon in 2005. It was soon followed by a second one in South Africa, in 2006, and by a third one in India, in 2007.
These developments have led to rapid growth and new job opportunities for the local communities where the plants are based: from 2009 the number of people working for the three Entrepreneurial Projects has almost trippled, going from 925 to 3000) which represent a significant percentage of the Group’s total workforce.
The establishment of these production plants has led to the creation of industrial activities with local business. Furthermore, locally sourced raw materials are selected, when possible, for production.
In this way, the Michele Ferrero Entrepreneurial Projects have helped to create more jobs and trigger a virtuous spiral towards economic development and the well-being of the local communities.
THE KINDER LINE
The production activities of the Group’s companies engaged in the Michele Ferrero Entrepreneurial Project are particularly focused on products in the Kinder line.
Well-known throughout the world, the Kinder line encompasses a range of products that share one mission: to be an ideal complementary component of a complete, balanced diet for children and teenagers, as they are composed of a blend of ingredients which cater to their nutritional needs.
As of today, the Kinder products that the Ferrero Entrepreneurial Project has prioritised are Kinder Joy and Kinder Schoko-Bons Crispy.
Attention is now being focused on other products. In fact it has already been envisaged that new Kinder products, selected to withstand local climatic conditions, will be included in the production plans of the Group’s companies engaged in the Michele Ferrero Entrepreneurial Project.