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Good sweet social success for Italian chocolatier

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Published : 2014-01-26 19:48
Updated : 2014-01-26 19:48

Italian Ambassador to South Korea Sergio Mercuri delivers opening remarks during a panel discussion on corporate social responsibility in South Korea in Seoul on Tuesday. (Philip Iglauer/The Korea Herald)

Italian Ambassador to South Korea Sergio Mercuri opened a panel discussion organized by Italy’s top confectionary that looked at the role of corporate social responsibility as an engine for innovation and a strategy for market growth in South Korea on Tuesday in Seoul.

Ferrero Group, the Italian maker of Tic Tacs, the chocolate hazelnut spread Nutella, Kinder chocolates and ― perhaps most popular of all, at least here in South Korea ― Ferrero Rocher, the chocolate treats so popular on White Day, Valentine’s Day and Pepero Day.

Don’t tell Lotte Confectionary, but with nearly 8 percent global market share, Ferrero is the fourth largest confectionary in the world. For every 100 hazelnuts grown on Earth, 15 end up in a Ferrero Group product, according to one well-cited corporate legend.

Key to Ferrero’s success has been its commitment to social issues, according to Mercuri.

“At the core of Ferrero success is a mix of global vision and local commitment, which has served its recognition as one of the most reputable companies in the world,” he said. “Ferrero has kept a focus on emerging international markets while at the same time promoting its family oriented values, and when a family works with passion in the same sector the public trust it builds is the ultimate proof of its success.” Ferrero had organized a similar panel discussion in Beijing, China, last year.

A major focus of Ferrero Korea’s CSR drive is its “Kinder+Sport” initiative to prevent obesity by promoting a healthy lifestyle among children and teenagers. Its activities include a ski school at Konjiam Resort in Gwangju City, Gyeonggi Province, in which about 180 young people participated.

By Philip Iglauer (ephilip2011@heraldcorp.com)

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