Nutella celebra 60 años con una exposición en Roma
Con archivos limitados y materiales de Tarros, la exposición del Museo Maxxi muestra cómo se extiende la pasta, creada en la Italia posterior a la guerra, se ha convertido en un ícono cultural para generaciones en todo el mundo.
Nutella turned 60And a new exhibition in Rome not only traces the history of the globally familiar chocolate spread but also takes visitors through the origins of Made in Italy, exploring the success of the Ferrero family since the launch of the first jar in 1964. Peanut cream created in post-war Italy in response to cocoa shortages has become a cultural icon in over 170 countries.
As commissioner Chiara Bertini explains, the exhibition, reflected in its title, «Joyn,» aims to celebrate Nutella as a symbol of positivity and love for life. «It represents a moment of joy in our lives. Everyone who visits the exhibition and with whom I shared some reflections told me that Nutella is associated with a feeling of joy. That’s why it is part of the title, which plays with the words ‘joy’ and ‘participation.’
Archival materials, from black-and-white footage to prints, tell the story of how the family business has evolved over the years. In the main room, limited edition jars are on display.
But it’s the Nutella fans who have woven the tale of the world’s most famous chocolate spreads. Generation after generation, Nutella remains an important part of their memories and their lives. «Nutella is part of Italy’s history and we all find it familiar,» said a visitor to «Euronews.» «It has accompanied us for so long, since we were children,» says another, «it makes us happy, even though we don’t have to spread it on everything. But sometimes, why not? Nutella is good, we like it!»
Gigi Padovani, a journalist and writer who has written several books about Nutella, was born in Alba, in northern Italy, where the Ferrero family launched the business. He has always been fascinated by the brand’s history. –What caught my attention is their way of doing business and how the company treats chocolate producers in the Ivory Coast. They help their families who support their children’s education,» explains Padovani.
Every year, Nutella lovers celebrate World Nutella Day on February 5, offering millions of fans worldwide the chance to share stories and photos with their favorite food. In this case, the exhibition offered a special tasting for all visitors.
