A data-inspired story: The long journey of a Nutella jar

Popular hazelnut and cocoa spread Nutella has become such a global product that the OECD decided to use it as a case study in its latest report on global value chains published in 2013. To explain what the “global value chain” is, the authors produced a map of the production chain of a Nutella jar.

Actually, this is not one the best maps I have ever seen, but it turned out to be very successful as it explains “globalisation in action” with all its all its good and bad consequences on the environment, as Nutella’s ingredients have travelled 250.000 Km before reaching the European market.

The debate about bad consequences of the globalisation in a Nutella jar became so widespread that Ferrero started an expensive communication campaign that included this video aired on French TV at 8 pm. Apparently this campaign didn’t succeed in convincing Mrs Segolène Royal, at that time French Minister of Environment, that Nutella is a sustainable product.

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Analyst and lecturer of Middle East politics, security and new media, he has also a significant experience as consultant on strategic communication for NGOs and communication agencies. From 2003 to 2010 he has co-ordinated the research unit on politics and security in the Muslim World of Italy’s main private news agency, Aki - Adnkronos International. He has published numerous journalistic articles, video reports and academic essays about Middle Eastern politics and the production of Islamic discourse on the Internet. Ermete Mariani holds a master degree in Arabic Language and Civilization from the University of Venice, and Comparative Politics of the Arab and Muslim World from the Institut d’Études Politiques in Paris.

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