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Teresa Boyer, EdD

Title
Founding Director, Anne Welsh McNulty Institute for Women's Leadership; Associate Professor, Education and Counseling
Role
Villanova University
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Researcher develops microrobots to battle cancer with unique precision

Magnetic robots that can target cancer cells are nothing new. But the patented microrobots developed by the University of Delaware's Sambeeta Das can be guided with a magnetic field to deliver medication to cells – or to destroy infectious cells, such as cancer – inside the body. To mark the launch of National Inventors Month, Das, assistant professor of mechanical engineering, shared her journey toward invention. Q: Tell us about your patented invention on microrobots for cancer research. What problem were you trying to solve? Das: One of the biggest issues with cancer research is the ability to target cancer cells without harming healthy cells. Cancer cells are sneaky, and they have evolved ways of hiding from the body’s immune cells. A big part of our research focuses on targeting, specifically precision targeting. We want to be able to target a single cell in a mass of cells, whether that is a single cell in a mass of cancer cells or whether it is a single abnormal cell surrounded by healthy cells. To do this, we use magnetic microrobots that can be driven inside the body by magnetic fields to a particular cell location. Magnetic fields are biocompatible, meaning they are not harmful to biological tissues, and our microrobots are very small, around 20 microns, which is about the size of a single bacteria cell. We can load our microrobots with various drugs and modify their surface in such a way that when the robots come in contact with the cells we are targeting, they can kill the target cell or perform some other function. Q: How is this solution unique? Das: Other people have made magnetic microrobots, but our system is unique since it allows us to do automatic targeting with a lot of precision. For example, a person operating our microrobots can just point to a cell and our system will drive the microrobot there. Additionally, the instrument we have made and patented is an all-in-one portable device that can be used anywhere. We don’t need a separate microscope, camera or software, it is all built in and very user friendly. Anyone can use it. This makes it super portable, which means quick solutions for health practitioners. In addition, poor and resource challenged areas can also be accessed with this portable solution. Q: What drives you toward invention? Das: I like to solve problems, and I like seeing something come together from nothing. I am very interested in problems that affect human health and longevity, particularly those that affect the common person. Q: How do you approach solving a problem, and whose support has been critical along the way? Das: One thing I have realized is that it is imperative to ask the right question to solve a problem. You must really get to the core of the issue. The second thing is to always keep the end user in mind. So, it’s kind of a two-pronged approach—looking from both ends of the problem. For support, I would say my team members and my collaborators. Their support has been invaluable in helping me solve the problems that I want to solve. In fact, my graduate students keep a running list of crazy ideas that they have come up with. It helps us look at problems in a unique way and come up with innovative solutions. Q: Not every invention makes it. How do you deal with failure? Das: The way that I start working on a problem is to assume that whatever we do, we are going to fail. I always tell my students that their first couple of experiments or designs will always fail. But failure is essential because it will teach you what not to do. And knowing what not to do is sometimes the critical part of the invention process. The failures inform us about the ways of not doing something which means now there is another way of doing something. Q: What is the best advice you’ve ever received? Das: The best career advice I’ve ever received is that there is always another way. If you run into roadblocks there is always another answer, there is always another opportunity. So we just need to keep going and trying new and crazy ideas. Q: How are inventive minds created – is it innate or can it be developed? How do you encourage innovation among your students? Das: That’s an interesting question and honestly, I am not sure. I do believe in what Edison said, “Genius is 1% inspiration and 99% perspiration.” He is a known inventor, so I would go with his interpretation on this. As for my students, I give them lots of freedom. I think freedom is essential in encouraging innovation. The freedom to come up with crazy ideas without anyone saying that won't work and the freedom to fail—multiple times. Das is available for interviews to talk about her microrobots and other projects at UD. To reach her, visit her profile and click the "contact" button.

Sambeeta Das
4 min. read

Today is the anniversary of the 1931 opening of the Empire State Building in New York City. Covering? Our experts can help!

A monumental anniversary approaches as we commemorate the 1931 opening of the Empire State Building, an architectural marvel that has stood as an emblem of innovation and human achievement for nearly a century. Beyond its towering presence on the New York City skyline, this anniversary is a poignant moment to reflect on the enduring legacy of this iconic structure and its resonance with the public, encapsulating themes of perseverance, ingenuity, and urban development. Here are several compelling story angles that journalists may find ripe for exploration: Historical significance and architectural marvel: Delve into the fascinating backstory of the Empire State Building, exploring the engineering feats and human endeavor that brought this skyscraper to life. Evolving skyline and urban identity: Examine how the Empire State Building has shaped the cultural and visual landscape of New York City, and its enduring significance in an ever-changing metropolis. Sustainable initiatives and environmental impact: Explore the building's initiatives toward sustainability and energy efficiency, offering insights into its role as a model for sustainable urban development. Economic impact and tourism: Investigate the economic impact of the Empire State Building on local communities, tourism, and its enduring appeal as a global tourist destination. Cultural resonance and popular culture: Uncover the building's rich cultural legacy, from its appearances in film, literature, and art, to its symbolic significance in popular imagination. Preservation efforts and historical conservation: Shed light on ongoing efforts to preserve and maintain the architectural integrity and historical significance of this iconic landmark for future generations. Connect with an Expert about Architecture and the Empire State Building: Dana Cupkova Associate Professor · Carnegie Mellon University Richard Campanella Associate Dean for Research, Senior Professor of Practice - Architecture and Geography · Tulane University Eric Corey Freed Founding Principal · OrganicARCHITECT Peter Christensen Arthur Satz Professor of the Humanities and Professor of Art History · University of Rochester Dennis Shelden Director, Center for Architecture Science and Ecology (CASE) · Rensselaer Polytechnic Institute To search our full list of experts visit www.expertfile.com Photo Credit: Ben Dumond

2 min. read
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Changes to Philadelphia's Tax Structure Could Represent "Pivotal" Economic Shift

On March 14, Philadelphia mayor Cherelle Parker delivered her first budget proposal in a 75-minute address to City Council. Throughout her speech, the new mayor touched on subjects ranging from corridor cleaning and housing programs to police spending and anti-violence grants. However, one set of items was absent from her $6.29 billion plan and presentation. In a break from recent administrations, Mayor Parker abstained from calling for cuts to the city's wage or business taxes. She also refrained from speaking on adjustments to Philadelphia's tax structure, which depends more heavily than other municipalities on wage taxes and has a relatively light property tax burden. Theo Arapis, PhD, chair of Villanova University’s Department of Public Administration and an expert on fiscal policy in local governance, believes that changes to how Philadelphia levies and handles taxes, particularly on the real estate front, should be discussed further. "[Having property taxes play a larger role] represents a pivotal shift towards creating a more resilient and efficient revenue system," said Dr. Arapis, after reviewing the mayor's plan. "The current reliance on wage taxes is subject to considerable volatility, undermining fiscal stability. In contrast, property taxes offer a more inelastic and predictable revenue stream, suggesting a strategic move towards them would be beneficial for the city." Dr. Arapis also maintains that, with Harrisburg's go-ahead, Philadelphia's real estate taxes could be structured in a way that effectively facilitates business growth, while ensuring that homeowners are not unduly burdened. "Differentiating tax rates between commercial and residential properties could strike a delicate balance—spurring economic development while maintaining equitable tax distribution," he stated. "This segmentation could stimulate business activity by creating favorable conditions for commercial enterprises, which is essential for Philadelphia's economic vitality." Additionally, Dr. Arapis contends that tweaks to the city's tax abatement policy, which is currently in the process of a gradual phaseout, could further provide for inclusive and sustainable growth. "Tax abatements have been utilized as a policy tool to stimulate property revitalization and neighborhood renewal. However, these measures often carry unintended consequences that disproportionately impact existing residents," he shared. "Specifically, such incentives can precipitate a rise in property values and, consequently, a hike in the tax burdens of non-abated properties. This dynamic can exacerbate gentrification, leading to the displacement of longstanding community members. "To address the complexities of tax abatement policies in fostering affordable [and accessible] housing, a nuanced strategy is vital. A more equitable distribution of housing affordability could be achieved by, say, mandating that at least 50% of units in new developments meet affordability criteria... [and diversifying] the approach to income targeting, perhaps through a tiered system that caters to various income levels [and indexes] these categories to local inflation and wage growth." Despite the content of her first budget proposal and address, Mayor Parker likely shares some similar perspectives on tax reform and structural adjustments. Prior to entering office, during her years as a City Council member and days on the campaign trail, the acting executive worked to lower Philadelphia's wage tax, acknowledged the untapped potential of property taxes and expressed her desire for a differentiation of property tax rates. Before pursuing these measures further, as The Philadelphia Inquirer reports, Mayor Parker is probably (1) holding off until the newly announced Tax Reform Commission shares its findings, (2) ensuring that there are no immediate, major disruptions to the city's flow of revenue, as she launches her "safer, cleaner, greener" agenda, and (3) waiting for state lawmakers to make greater progress on raising the minimum wage and restructuring the Commonwealth's tax legislation, namely the uniformity clause. The mayor did, however, make one notable tax-related recommendation in her budget plan: She proposed an increase to the school district's share of real estate tax revenue from 55% to 56%, which could boost funding for the district by $119 million over five years. "The redistribution of real estate taxes between the school district and the city is commendable as an initial measure," observed Dr. Arapis. "However, without a comprehensive reform of the real estate tax system, encompassing regular property reassessments and adjustments to mill rates, this change is likely to yield only ephemeral benefits."

Theodore  Arapis, PhD
3 min. read

‘A Completely Different Kind of Medicine'— Healing With Families, Pets and Comfort Through Hospital Care at Home

The ChristianaCare Hospital Care at Home program, a national leader in providing acute care in a place most familiar to patients – their own homes – has reached a new milestone with more than 1,000 admissions since opening in December 2021. ChristianaCare’s innovative program enables patients with common chronic conditions, such as congestive heart failure and diabetes complications, as well as infections like pneumonia, to receive hospital-level care at home through virtual and in-person care provided by a team of physicians, nurse practitioners, paramedics and others. Technology kits deployed to patient homes ensure round-the-clock access to a health care professional, along with twice daily visits from caregivers, medication deliveries and mobile laboratory services. ‘Absolutely amazing’ for patients Patients are evaluated for the hospital care at home program when they come to Wilmington or Christiana hospital emergency departments. Those who can be treated at home receive a technology kit that connects them to the command center, powered by the ChristianaCare Center for Virtual Health. With a touch of a button, they can access an expert team of ChristianaCare doctors and nurses. But hospital care at home isn’t just virtual care — the technology supports an entire care team that works inside the patient’s home and remotely to provide optimal support at all times — just like in a hospital. Carol Bieber, whose 98-year-old father Bill has been a hospital care at home patient, sees the difference it makes for him to wake up in his own bed, sit in his own living room and still get the care he needs to get better. “The whole hospital care at home experience is really calm and easy and familiar to him,” said Bieber, who lives in Newark, Delaware. “My dad is a people person, so to be able to connect with everybody who comes in to see him or talk to him on the screen is just amazing.” Innovative solutions for in-home care ChristianaCare’s Hospital Care at Home program was developed in 2021 after the Centers for Medicaid & Medicare Services (CMS) began the Acute Hospital Care at Home waiver program to allow Medicare beneficiaries to receive acute-level health care services in their home. U.S. Sen. Tom Carper, who represents Delaware, worked to pass the bipartisan “Hospital Inpatient Services Modernization Act” in 2023 that extended this program. Last month. Sen. Carper introduced the bipartisan “At-Home Observation and Medical Evaluation (HOME) Services Act” that would expand this lifesaving and cost-saving program. “Hospital at Home – which grew out of the COVID pandemic – was an opportunity for us to meet seniors where they are,” Carper said. “It has delivered positive outcomes, higher patient satisfaction, and saves money.” Sarah Schenck, M.D., FACP, executive director of the ChristianaCare Center for Virtual Health, said the hospital care at home program has yielded lower readmission rates than brick-and-mortar hospitals. Patient experience scores are about three times higher than a national average traditional hospital experience. “We’ve been conditioned to believe that care only happens within the four walls of a hospital. For our patients who have loved ones at home or their pets, a favorite chair or favorite food, they’re now able to have all of that as they heal,” Schenck said. “Once our patients have experienced this, what we hear from them is that they are truly grateful.” Promoting healing – at home Helping patients recover in their homes also has been transformational for caregivers who get to see a different side of their patients and better understand what they need to successfully recover. “I can’t express how much I enjoy the patients and their families,” said Heather Orkis, a paramedic with Hospital Care at Home. “To be able to enjoy the family and see these people get better in their own homes, with their families, their grandkids, their dogs, their cats – it’s just a completely different kind of medicine.” For Bill Bieber’s family, hospital care at home is more than health care. “It’s just the best thing ever,” Carol Bieber said.

Sarah Schenck, M.D., FACP
3 min. read

Assigned a Piece for May Day? Our Experts are Here to Help with Your Questions and Coverage

May Day, celebrated on May 1st each year, holds significance as a global day of action for anti-capitalist, anarchist, and other left-wing activists. Originating from the historic struggles of the labor movement, May Day symbolizes solidarity, workers' rights, and social justice. Understanding the importance of this event requires recognizing its relevance to contemporary societal issues and its potential to spark discussions on a wide range of topics that resonate with the public. Key sub-topics that may interest journalists and the public include: Labor Rights and Worker Advocacy: Exploring the current state of labor rights worldwide, including issues such as fair wages, workplace safety, and the challenges faced by marginalized workers. Social Justice Movements: Examining the role of May Day in amplifying the voices of social justice movements advocating for equality, diversity, and inclusion across various sectors of society. Economic Inequality: Analyzing the growing disparities in wealth and income distribution globally and how May Day serves as a platform to address systemic economic injustices. Political Activism and Protest Culture: Investigating the tradition of political activism and protest culture associated with May Day, including its historical roots and contemporary expressions. Global Solidarity: Highlighting instances of international solidarity and collaboration among activists, unions, and grassroots organizations during May Day events worldwide. The Future of Work: Discussing the evolving nature of work in the digital age, automation's impact on employment, and the need for policies to ensure a just transition for workers. May Day serves as a powerful reminder of the ongoing struggles for social and economic justice, offering journalists and the public an opportunity to engage with pressing issues, amplify marginalized voices, and envision a more equitable future. Connect with an Expert about May Day: Steven E. Harris Associate Professor · University of Mary Washington Dr Elisabeth Schimpfössl Senior Lecturer · Aston University Edward Lopez Professor · Western Carolina University David Smilde Charles A. and Leo M. Favrot Professor of Human Relations and and Senior Associate Fellow at CIPR · Tulane University To search our full list of experts visit www.expertfile.com Photo Credit: Sinitta Leunen

2 min. read

It’s all in the smile: Aston University-led research finds politicians can influence voters with facial expressions

Dr Carl Senior identified two types of smile – affiliative and reward – given by political leaders during the last UK general election in 2019 The eventual winner, Boris Johnson, was found to display the affiliative smile, which acts to align voter behaviour The study is the first to look at how supporters of election losers react to the eventual winner. New research led by Aston University’s Dr Carl Senior has found that the type of smile used by a political leader can influence voters to support them and their political agenda. There are many different types of smile, and the researchers, which also included Professor Patrick Stewart from the University of Arkansas, US, Professor Erik Bucy from Texas Tech University, US, and Professor Nick Lee from Warwick Business School at the University of Warwick, UK, focused on two in particular – the ‘reward’ smile and the ‘affiliative’ smile. They used videos from political leaders from the 2019 UK general election, which was won by the Conservative party, then led by Boris Johnson. The Labour party, then led by Jeremy Corbyn, came second. Jo Swinson was the leader of the third-placed Liberal Democrat party. The ‘reward’ smile is the genuine, or felt smile, associated with joy and enthusiasm. It is the smile most likely to be contagious with onlookers, and has been linked to higher levels of trust. The ‘affiliative’ smile, meanwhile, communicates approachability, acknowledgement, and appeasement. It is associated with an affinity towards the onlooker and is thought to be important for developing cooperative relationships. The researchers selected volunteers professing to be supporters of each of the three main parties and showed them the same video footage of the three leaders – Johnson, Corbyn and Swinson – before and after the 2019 election. The team assessed the emotional response to the different smiles for the candidates, whether positive (happiness and affinity) or negative (anger and distress). When shown footage of election winner Johnson’s affiliative smile after the election, people in all groups showed an increase in happiness and affinity compared to when they were shown the footage before the election. Supporters of the losing parties showed an overall decrease in the negative effect. It was only this affiliative smile which was found to act as a mechanism to align voter feelings and behaviour to the dominant, or winning, political message. The reward smile did not have the same effect. Supporters of Labour showed an increased level of anger and distress when viewing Johnson’s reward smile after the election compared to before it. The effects for Corbyn and Swinson were less marked, showing that they failed to significantly change voters’ responses to them. Their appeal was somewhat fixed and failed to match Johnson’s charm. Johnson tapped into the voters’ feeling of annoyance about the slow Brexit process with his ‘Get Brexit done’ slogan, while Corbyn’s position was ambiguous. Swinson’s party was pro-Europe but lacked Johnson’s performative abilities to link a strong message to his nonverbal communication. Previous work by various researchers has shown that observers judge leadership traits and behaviour, or a lack thereof, from non-verbal cues such as facial expressions. However, there has, until now, been little research outside the US on the effect of facial displays on voter behaviour. Dr Senior said: “The human smile can convey both rewarding and affiliative social intent and thus has significant utility in politics, where the ability to bond with and reassure voters is vital to electoral success.  We are in an unprecedented year as there are numerous elections scheduled to take place across several continents. The outcome of these campaigns will have a significant impact on millions of people across vast geopolitical regions. Given that almost all politicians involved in these election campaigns will make full use of broadcast media to reach voters, it is crucial to understand the effectiveness of their non-verbal displays in shifting voting preference.” Professor Lee said: “The individual appeal of party leaders has become increasingly influential. A smile can’t win an election on its own. But Johnson’s personal appeal transcended party policies, connecting with people who hadn’t planned to vote for him. “The upside for today’s politicians is that charisma is not an innate quality. It can be taught. By paying attention to their facial behaviour and ensuring they display the right smile in the right context, they can still leverage the power of emotional responses. It is something leaders of all organisations can learn.” The researchers say more work is required to understand how smiles work together with other verbal and nonverbal displays to generate affinity in voters and convey social dominance to other leaders. PLOS ONE DOI: 10.1371/journal.pone.0301113

4 min. read

Anthony Fauci to visit University of Delaware as part of Disaster Research Center's 60th anniversary

Dr. Anthony Fauci will take part in a fireside chat on Friday, May 3 in honor of the 60th anniversary of the University of Delaware's Disaster Research Center. Fauci, former director of the National Institute of Allergy and Infectious Diseases at the National Institutes of Health and former chief health advisor to President Joe Biden, will join Valerie Biden Owens, Chair of UD's Biden Institute, for a chat at 4 p.m. about decision-making during crises as well as lessons for the next generation of leaders. The visit caps off an international workshop held by the Disaster Research Center (DRC) from May 2-4. The workshop will include a pre-workshop for graduate students; a researcher-in-residence day at the DRC where the E.L. Quarantelli Resource Collection (full of rare, disaster-related objects) will be showcased and available for use; and a two-day workshop with a range of presentations, films and activities. Fauci's chat takes place at UD's Clayton Hall and will be livestreamed from 4-5 p.m. NOTE: For future coverage of hurricanes, floods, tornadoes, earthquakes, wildfires and other disasters, visit the profiles of the Disaster Research Center-affiliated experts connected to this post and click "contact."

A.R. SidersTricia WachtendorfJames KendraVictor PerezJennifer HorneyJennifer Trivedi
1 min. read

Tuesday is 20th Anniversary of the Expansion of the European Union adding 10 countries - our experts can help if you're covering

Two decades ago, the European Union welcomed ten new member states, including Cyprus, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Malta, Poland, Slovakia, and Slovenia. This historic expansion not only reshaped the geopolitical landscape of Europe but also holds significance for global politics, economics, and cultural integration. Understanding this event's importance requires recognizing its impact on various fronts, from fostering regional stability to influencing trade dynamics and promoting cross-cultural exchange. Key sub-topics that may interest journalists and the public include: European Integration and Unity: Exploring how the expansion has contributed to the European Union's efforts towards unity, cooperation, and peace among member states. Economic Implications: Analyzing the economic effects of the expansion on both existing and new member states, including trade patterns, investment flows, and disparities in development. Political Dynamics: Investigating the political changes within the European Union, such as shifts in power dynamics, decision-making processes, and the challenges of governance in a larger union. Cultural Exchange and Identity: Examining the cultural exchange and diversity resulting from the inclusion of new member states, and how it has enriched the European cultural tapestry. Challenges and Achievements: Assessing the successes and ongoing challenges faced by the European Union post-expansion, including issues related to migration, integration, and institutional reforms. Future Prospects: Speculating on the future of the European Union, considering factors like potential further expansions, the rise of Euroscepticism, and the Union's role in global affairs. The 20th Anniversary of the Expansion of the European Union marks a significant milestone in the continent's history, offering journalists and the public alike a chance to reflect on the achievements, challenges, and the future trajectory of European integration. Connect with an Expert about the EU: Carolyn Dudek Professor of Political Science · Hofstra University Dr Martin Brenncke Lecturer in Law · Aston University David R. Dorondo Professor · Western Carolina University To search our full list of experts visit www.expertfile.com Photo Credit: Guillaume Périgois

2 min. read

Success Is Sweet: Ferrero's Crown Jewel, Nutella, Turns 60

Six decades ago, on April 20, 1964, the first jar of Nutella left Gruppo Ferrero's factory in the Italian town of Alba. In its gooey wake, the chocolate-hazelnut treat would spread across continental Europe, and then the world, like a healthy schmear on toast. Today, Nutella is the crown jewel of Ferrero's confectionary empire, propping up a business that generates roughly 17 billion euros in revenue each year. Annually, a whopping 365,000-plus tons of the stuff are sold across 160 countries, and nearly one quarter of all hazelnuts harvested are devoted to its production. Luca Cottini, PhD, is an associate professor of Italian in Villanova University's College of Liberal Arts and Sciences and an expert on modern Italian culture, history and society. He also is the author of a book on Michele Ferrero, the mastermind behind Nutella and its meteoric rise: Il fabbricante di cioccolato. To mark the iconic Italian brand's 60th anniversary, Dr. Cottini shared some thoughts on its Willy Wonka-like creator, early (accidental) origins and recipe for international success. Here's a taste: Q: According to Business Insider, a jar of Nutella is sold every 2.5 seconds—just about the time it takes to finish this sentence. How did we get so "nuts" for Nutella, anyway? Dr. Cottini: Well, much of the success of Nutella relates to its novelty, to the idea of spreadable chocolate. At one point, to think that spreading chocolate would be popular was as crazy as to predict that spreadable coffee would be a hit. The idea developed because, in the mid-to-late 1940s, Michele Ferrero's father Pietro was to combine the scarcity of cocoa in his area with hazelnuts, which was the ingredient most available in Alba. It seemed like condemnation that they should have only hazelnuts. Well, he combined them with cocoa to produce this mix—it's called "gianduja" in Italian—and he sold it. But when the Ferreros sold it in southern Italy, they had a problem: The chocolate was melting with the summer heat; and a lot of the workers in Naples, to not waste it, started to spread it on slices of bread. And it's interesting. The Ferreros have a completely non-moralistic approach to failure. You sell chocolate; it melts. This is somewhat embarrassing. But their approach was instead to see this situation as the beginning of a new idea, of a new concept. Q: Is Nutella's story unique in this respect? DC: Several Italian innovators have similar stories to the Ferreros', especially during the 1930s. [Salvatore] Ferragamo, for instance, developed the wedge shoe because there was a shortage of steel, with an embargo imposed on Italy. So, he used Sardinian cork as a replacement, and that generated the wedge shoe. [Guccio] Gucci, during a leather shortage, started using hemp and decorating the hemp with a double "G," and that became the trademark of the company. [Alfonso] Bialetti, who produced the modern coffeepot, used the only metal that was allowed during Fascism, which was aluminum, since the Partito Nazionale Fascista would not import iron or prime metals. But Bialetti took this poor, hybrid ore and made it something that could become valuable. And so, he invented the moka coffeepot in 1933, which is one of the symbols of Italian design. That’s one of the keys of the Italian model of entrepreneurship: producing objects that are not just trendy for one season, but eventually become evergreen or classic. Q: What inspired the name "Nutella?" DC: It was the product of 18 years of research. For all intents and purposes, "Nutella" first came out in 1946. It was called "SuperCrema" and, before that, "Cremalba." But in 1962, there was a law in Italy that prevented companies in the food industry from using prefixes like "super" or "extra." So, that led Ferrero—by then, under the leadership of Michele Ferrero—to figure out a new alternative to SuperCrema. At the same time, the company was expanding into Germany and France, and they needed a brand name that could be pronounced easily. So, Ferrero joined the "ella" sound from mozzarella, stella, caramella—Italian words that people could recognize—with the word "nut," like the English "nut," which gave their product an international feel. It's really a "glocal" [global and local] name. It was conceived as a very rooted enterprise with a global horizon. Q: In 1964, were Ferrero's global ambitions practical? DC: It was honestly a bit of a gamble. In 1957, the European Economic Community was established, which is the beginning of the European Union. And that same year, Michele Ferrero organized in Rome the first conference of his company, which was by then somewhat national, to plan exportation in Europe. In the Italy of the 1950s and 1960s, this was very pioneering. Michele Ferrero was actually one of the first businesspeople to export products to Germany in the 1950s, at a time when there was a lot of resentment against Italians because of everything that happened during the Second World War. So, he entered this incredibly difficult market, and still today, Ferrero and Nutella are strong. Q: What do you think accounts for Nutella's continued popularity, 60 years after its introduction? DC: Michele Ferrero thought of his products as speaking products. It's something very common to the automobile industry in Italy. This is characteristic of Ferrari and Lamborghini; they produce cars that are appealing not just because they're "super cars," but because they say something. Nutella is a food that says something. When someone puts it on the table, it compels people to jump in and share their own stories—of trying it with a friend, of having it on a hike or of taking part in "Nutella Day." Today, if you're in the market for a chocolate-hazelnut spread, you might find products that are even better than Nutella. Actually, surely better. But they will never replicate the appeal and the grasp that Nutella has. Because Nutella has that aura of storytelling and mythmaking other products simply don't have.

4 min. read