“Nutella at Maxxi pays homage to the history of family entrepreneurship”

“We are deeply honored that a cultural icon and a temple of contemporary art like the MaXXi reserves a museum space dedicated to Nutella on the occasion of the 60th anniversary of its creation. Celebrating Nutella is not only a tribute to an iconic product, but also a journey into the roots of a history of family entrepreneurship, of attention to communities, of ingenuity, of resilience and of constant innovation”. These are the words of Fabrizio Gavelli, CEO of Ferrero Commerciale Italia, at the preview of the ‘joyn! A journey into the Nutella world for its 60 years’. The meeting dedicated to the press took place in Rome at Maxxi, the National Museum of 21st Century Arts.

“We thank the Maxxi Foundation – he continues – which, through this exhibition, was able to conceive a path that offers the public an experience capable of enhancing creativity, design and cultural identity, linked to a product that has been able to conquer the world” . Furthermore – the CEO informed – “Trenitalia has dedicated a special train to the Youth exhibition which will bring many Italian tourists to Rome, in a particular year, such as the Jubilee. We expect many visitors and fans of Nutella”.

“This exhibition – he underlined – comes at the end of a historic year for Nutella, entirely dedicated to the ‘Nutella Lover’, our consumers. In fact, 2024 saw the launch of successful innovations on the market, welcomed as always with great enthusiasm, such as Nutella Gelato and Nutella Plant-Based, but also Nutella Muffins, Nutella Croissants and the latest addition, Nutella Donut”.