Pioneers of adversity and visions that endure
On February 14, 2025, Francesco Rivella, the Italian chemist who played a crucial role in the global success of Nutella, passed away at the age of 97 in Alba, Piedmont, bringing to a close a journey of more than four decades at Ferrero. Working alongside Michele Ferrero in post-World War II Italy, Rivella helped turn the scarcity of cocoa into a unique opportunity, using the region's abundant hazelnuts to perfect a spread that would become synonymous with innovation and pleasure.
The date of his death carries a striking coincidence: it occurred exactly ten years after the death of Michele Ferrero, on February 14, 2015. Founder of the Ferrero giant and creator of icons such as Nutella and Kinder, Michele was more than a visionary leader; he was a craftsman of flavors who left his mark on generations. Rivella, at his side, played an essential role in that trajectory, and the synchrony between their passings seems to reinforce the deep bond that united them in building a lasting legacy.
Curiously, this is not the only coincidence associated with February 14. Exactly two years earlier, in 2023, Shoichiro Toyoda, one of the central figures in consolidating Toyota as a global benchmark for innovation and production excellence, also passed away — and, like Rivella, at the age of 97. Although they belonged to different worlds, both helped redefine standards in their industries, leaving legacies that transcend borders. This unlikely connection between a master of the Japanese automotive industry and an Italian scientist of flavors allows for a symbolic link that unites individuals capable of turning adversity into great opportunities and making history with their vision and persistence.
Francesco Rivella joined Ferrero in 1952, at the age of 25, freshly graduated in Chemistry from the University of Turin. For more than 40 years, until his retirement in 1993, he was an essential partner of Michele Ferrero, contributing to the refinement of Nutella until the launch of the definitive recipe in 1964. His work was not limited to Nutella: Rivella also helped develop products that would become pillars of Ferrero, such as Kinder Egg, Tic Tac and Ferrero Rocher, each reflecting his ability to turn simple ingredients into global brands.
Meanwhile, in Japan, Shoichiro Toyoda joined Toyota in that same year of 1952, at the age of 27, starting as director of inspection. He rose to the presidency in 1982, facing the trade tensions between Japan and the US with bold decisions, such as the NUMMI joint venture with General Motors in 1984 and the opening of the Kentucky plant in 1988. Under his leadership, Toyota not only survived global pressures, but established itself as the world's largest automaker, a milestone that materialized years after he left the presidency in 1992.
The genius of Rivella and Toyoda lies in their ability to see beyond limitations. At Ferrero, Rivella turned the scarcity of cocoa into a competitive advantage, helping to create a product that is now present in millions of homes. At Toyota, Toyoda responded to trade barriers with a local production strategy that redefined the company's presence in the American market.
Both exemplify how adversity can be a catalyst for success, a lesson that resonates in other remarkable trajectories. Steve Jobs, for example, founded Apple in 1976 in a garage in California, with limited resources and facing giants such as IBM. His vision of accessible and aesthetically revolutionary technology gave rise to the Macintosh in 1984 and the iPhone in 2007, products that changed the way the world interacts with technology. Likewise, Anita Roddick opened the first The Body Shop store in Brighton, England, in that same year of 1976, in the midst of an economic recession. Betting on cosmetics with a social and environmental commitment — reusing bottles and promoting fair trade —, she built a brand that challenged the norms of the beauty industry and inspired a global movement.
These pioneers did not just overcome obstacles; they rewrote the rules of their sectors. The coincidence of Rivella dying ten years after Michele Ferrero, with whom he shared the mission of turning Ferrero into a powerhouse, reflects the continuity of a legacy forged in collaboration and creativity. The death of “Dr. Toyoda” (as he was known, having a doctorate in engineering from Nagoya University), two years earlier, reminds us how leaders from different cultures and industries can converge in the same spirit of resilience.
Rivella, who spent his last years in Alba as a widower and father of four, saw Nutella evolve from a practical solution into a cultural symbol. Toyoda, in turn, witnessed Toyota overtake General Motors in 2008, a dream he had planted decades earlier. Jobs revolutionized personal technology, while Roddick, before her death in 2007, saw The Body Shop sold for millions, consolidating her vision of business with purpose.
The true reach of these visionaries lies in the values they left to the following generations. The "kaizen" (continuous improvement) nurtured by Toyoda was refined throughout his career and continues to guide Toyota under Koji Sato, president since April 2023, following the tenure of Akio Toyoda between 2009 and 2023. Rivella helped build a culture of practical innovation at Ferrero, today sustained by Giovanni Ferrero, who keeps the company among the world leaders in the food sector. Jobs bequeathed to Apple an obsession with design and boldness, perpetuated by Tim Cook, while Roddick planted the seeds of an environmental responsibility movement that echoes in contemporary brands. Their companies are not just profitable businesses; they are living testimonies of how pressure can shape lasting ideas.
A little over two weeks after Rivella's death, his impact remains evident. The funeral at the Cathedral of San Lorenzo, in Alba, brought together family, friends and admirers of a life dedicated to innovation. Like Toyoda, Jobs and Roddick, he faced contexts of scarcity – whether of material, economic or market resources – and responded with solutions that transcended their times.
For today's leaders, their stories offer practical lessons: in a world of challenges such as accelerated digitalization and the pursuit of sustainability, the ability to turn crises into opportunities is more relevant than ever. Rivella's Ferrero teaches us to value the local in order to conquer the global; Toyoda's Toyota shows the power of strategic adaptation; Jobs's Apple proves that simplicity can be revolutionary; and Roddick's The Body Shop demonstrates that purpose and profit can go hand in hand.
The coincidences in the dates of death — Rivella ten years after Michele Ferrero and two years after Toyoda — go beyond a mere calendar curiosity. They subtly intertwine stories of excellence forged in necessity and driven by vision. These pioneers did not limit themselves to creating products or companies; they turned challenges into lasting legacies. Their trajectories show that adversity, when faced with creativity and determination, may not represent an end point, but the beginning of something great.
