I am really sad about the news, but I am not surprised. Unfortunately, this is the state of the art of companies that at some point no longer know how to redesign themselves, the very history of this company speaks that Antonio in 1920 transformed a candy factory into a chocolate factory and brought it to the splendor we know.
How the world of chocolate has changed
In recent years, from 60 onward, every decade the situations have totally changed. The world of Chocolate was drugged first by sales to stores ” Guaranteed” campaigns and then returns and long payments even beyond 120 days, sales prices became high for customers, forcing retailers to buy in order not to lose unsold.
And this is the cause of the collapse of the first firms, such as Droste, Decoster, Pfatisch, Streglio, Baratti, Luparia, Talmone, Feletti, Venchi, Caffarel, Marras, Taglia and many others. While they were growing, realities like Ferrero, which despite being in Turin saw Pietro and Giovanni go bankrupt in the 1930s and compared with Peyrano were nothing, while today it is world-class, why? He was able to read the changing times, had a generation that saw the late Michele Ferrero become an icon and the richest man in Italy. Some have revamped their look and management and have restarted in a big way see Venchi or Marras which was totally reinvented by Guido Gobino while others have simply disappeared and the brands have ended up in the bellies of other big companies like Caffarel, Baratti etc…. but instead others have gone into oblivion, and failures are physiological and inevitable. I am sentimentally attached to the story of the Peyrano Family, I was inspired by Giorgio when I decided to start down the path of making Chocolate, while by then there were more few who made it, it cost and Costs less to buy it made by industries than to make it, many firms that are doing great today don’t actually make their own Chocolate, they buy it, in tanks, it costs them half as much as making it, it arrives ready and melted, they pay for it at 60 days and before they pay for it they have already sold it and cashed it in, maybe they add some story to it, even not true but what does it matter so much it makes the news and you know all you need is a good press office and that’s it. While those who produce it pay for the raw materials even a year in advance and then wait to sell it. Sometimes you have to pay everything first and wait for customers to take their time to pay you. This is dramatic especially in an economy as sick as ours. Where Banks do everything but Banks! Although I don’t think it is the banks that are Peyrano’s problem. I am sorry for Giorgio and Bruna, but above all the internal disagreements between the two Families that of Joseph with that of Giorgio have undermined the magic of that brand that is as historic as it is inspiring. I want to say that especially Bruna a little bit asked for it. She uttered too many derogatory words when she left the company to her sister-in-law, so by breaking the valuable glassware she gave serious damage to the brand image, then when she returned, the shards were still there and they were the real cause of the collapse of a Symbol of TURIN.
But beyond blame and everyone knows the reason for their own shares, now I read about brand value. But how much is a brand now worth Decayed of a Chocolate factory? In the age of social very little! A large industry does sooner and with less expense to outsource to a marcheter one studio and in a few days with one million € creates a trendy brand and format that in little conquers young audiences. Nothing is destined to live for always! We will see many more of them close and go into oblivion and in a short time. Fortunately, others will be born who can keep up with the times, and Will make people forget the Marlene Dietrich of Chocolate.
Today we are talking about Bean to Bar, and they were the resistance to it historical, they could have leveraged that factor and untied themselves from the old format, but I understand that coming back at that age was definitely not easy and in unsuspected times (or maybe I did) I had even taken the liberty of asking the Peyrano the reason for the return. Nostalgia!!! Perhaps a sense of revenge, who knows, nevertheless it was a nostalgic feeling and one that unfortunately cost dearly to two people we can ascribe to among the icons of the Savoy city and to whom we do not I alone owe sincere thanks!
Now what will become of it?
I guess it will come to a bad end! Who buys a brand Stained by two failures, tired! By now, people who have experienced the glory of that historic brand, they no longer go shopping, now the children or even grandchildren, and they, alas, have other emotional chords and are sensitive to social, local and Trendy policies- The Alpine don’t even know anymore what it is, and the liquor they replace it with other items!
In short, no culprit, just the trend of things, the evolution, Darwin’s drastic law survives those who can transform themselves, and unfortunately, George and Bruna had no children and no heir was so inspired, you know the Full bellies do not sharpen wits. This sad epilogue teaches that no one is arrived forever, at the apex there is always a descent sometimes painless sometimes bloody and bloody.
The task of us who are now the present is to hold! Continue to study, be attentive to movements and if able to direct them. Then to all this you have to add a pinch of luck, this teaches i young people to believe, anything is possible, sacred monsters do not exist if they do not In fairy tales. Reality teaches that nostalgia is a good feeling but the desire to evolve, improve and amaze will always be the key to success and this is always possible even in hard times like these and with situations unfavorable policies, but actions always make the difference.
But history is written every day, and the most beautiful page Is always to be written.
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