Interviews - Commissariato Italiano Esposizione Universale di Shanghai 2010

Antonio Chioato
Antonio Chioato

With Ferrero children protagonists of the city of the future. Interview with Antonio Chioato, General Manager for Ferrero in China

Ferrero chose to commit as Official Sponsor of the Italian Pavilion: With what objectives?
With the participation to the Shanghai Expo, we first wanted to emphasize the prestige and the Italian roots of Ferrero, today a multinational company committed to assert its brands in over 60 countries worldwide. ?Be present in one of the largest international events in the history fills us with pride and is in line with the recognition received by the company in 2009 as "the most Reputable company in the world" (Reputation Institute annual survey - Published by Forbes).
In addition, the company has been strongly committed for several years in the Chinese market to expand sales of some of its most famous brands such as Ferrero Roche and Kinder Chocolate, originator of the Kinder brand.

How do you show your capacity for innovation and communication within the Italian Pavilion?
Inside the Italian Pavilion, we mainly focused on promoting the brand Kinder chocolate as a product that enhances its nutritional quality through content-rich milk and suitable for the growth of children. In a country like China, where milk consumption by children is lacking, we offer an innovative product in the chocolate field in China.
We have set up a playground, "City of Kids" where children, with parents, interact with games that allow a contact with the Italian culture, such as through the construction of puzzles depicting monuments of the Italian cities or with traditional Italian the fairy tales.

What feedback are you getting from your participation and how do you judge your presence in the Italian Pavilion?
We are very pleased with our participation as official sponsors of the Italian Pavilion, where we find a consensus and an appreciation by the children but also by the adults. The 'City of Kids' is an area of entertainment and joy, even for its location in the central pavilion, it gives value to our company and also allows the child to be part of this great event. In the Expo Park, the Italian Pavilion is distinguished by its style, and is represented by its highly innovative construction techniques used, and for giving space and relief to the most worldwide innovative Italian companies.