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Georgia Southern professor receives national faculty mentor award
The Council on Undergraduate Research (CUR) named Georgia Southern University English Professor Olivia Carr Edenfield, Ph.D., the winner of the 2025 Arts and Humanities Faculty Mentor Award. The award recognizes faculty who go above and beyond to nurture undergraduate research, scholarship and creative work. Edenfield’s record of taking student research to new heights set her apart from a nationwide field of candidates. After joining Eagle Nation as a professor in 1986, Edenfield has helped her students become published researchers and presenters at local and national conferences. She said seeing those hardworking students excel has been her real reward. “Receiving this award is deeply personal,” Edenfield wrote in her CUR nomination statement. “My greatest joy in teaching has come from my students’ successes.” During her time as associate dean for Student Affairs in the former College of Liberal Arts and Social Sciences (CLASS), she launched the college’s undergraduate research symposium, now known as CURIO. She also helped establish a Center for Undergraduate Research for CLASS and set up residential interest groups to encourage students to share their love of different subjects with each other. Edenfield has helped her students achieve access to opportunities on a national level. She has served as director of the American Literature Association (ALA) since 2019, where she started a unique program that places Georgia Southern English majors in high-level administrative roles for ALA conferences. Seven of Edenfield’s students have had their work published in The Richard Macksey Journal at Johns Hopkins University. Many of her students have also presented their research at national and international conferences. Georgia Southern student Maegan Bishop’s presentation at the 2023 American Literature Association Annual Conference, based on research from Edenfield’s undergraduate class, was so impressive that she was invited to present her work at a conference on the short story at the University of Mainz, which covered all of her expenses. “My own experiences with Dr. Edenfield are only a small example of the work she has done to mentor undergraduates at Georgia Southern,” said Bishop. “She is constantly doing everything in her power to assist her students with whatever they need, extending every opportunity to those who express interest in becoming more involved in literary scholarship and campus activities.” David Owen, Ph.D., dean of the College of Arts and Humanities, emphasized how much Edenfield cares for her students, noting that her passion to help them succeed is second to none. “Mentoring is not a side note to Edenfield’s career, it is the throughline,” said Owen. “Her students succeed not just because of her guidance, but because she teaches them how to believe in their own voices.” The Faculty Mentor Award is the latest in a distinguished line of recognition for Edenfield. In 2016, she was named both the CURIO Mentor of the Year and the Wells-Warren Professor of the Year at Georgia Southern. She is a three-time recipient of her college’s Award for Distinction in Teaching, winning in 2016, 2020 and 2024. Edenfield was also a member of the inaugural class of the Governor’s Teaching Fellows program in 1995. ___ If you're interested in learning more about Georgia Southern's College of Arts and Humanities and want to book time to talk or interview, let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Expert Opinion: Maneuvering friendships in the age of half-truths can be challenging
I recently shared an op-ed written by my colleague and friend, Ted Petersen, on a few social media sites. His thoughtful piece advocated for media literacy education. Later that day I received an alert that someone had commented on my post. The comment, made by a dear friend, alluded to disinformation about U.S.A.I.D.’s use of funds ― a false assertion that the federal agency supported the news outlet Politico for partisan gain. The comment was a perfect example of why media literacy education is important ― not just for school children. It gives people the tools to navigate a borderless media environment in which news and opinion, verified facts and unsubstantiated statements, and information and entertainment coexist. My dilemma after reading the comment was multi-faceted. What should I do? Do I respond? If so, how do I tell my friend that he is misinformed? If I don’t respond, am I shirking my responsibility as a friend, a citizen, an educator? How do I now live in a world in which my friends and family consume and trust media that actively promote disinformation? And, most importantly, how do I live in a world in which people I love are listening to a barrage of messages telling them that I am evil? That I cannot be trusted? That I should be hated? Because underlying his deceptively simple comment is the possibility that, like many, my friend trusts certain media and messages while castigating all those that don’t always align with their world view. These messages are coming through media channels that give voice to leaders and media personalities who gain traction with their audiences by demonizing those they deem their enemies. They use half-truths and outright lies to gain sway with their followers. Anyone who thinks, looks, believes differently cannot be trusted. As a media scholar I have studied media effects, persuasion, and audiences. I’ve analyzed the meaning audiences give messages and how different approaches affect audience perceptions. I’ve written about the importance of narrative and message framing. I have advocated for the ethical use of these powerful tools. As a human being, I’m saddened as I witness blatant disregard for ethical principles in those leaders and media personalities who wield communication like a weapon to undermine trust. The results are impenetrable walls separating us from those who should be our allies. After spending most of my life believing I was part of a community, able to agree or disagree, discuss and argue, to teach and to learn in conversation with others, I find myself the “other.” Dismissed. Demonized. Hated. Not by faceless strangers, but by those dear to me. I suspect I’m not alone in this feeling ― regardless of ideological preferences. Discord is painful. My heart hurts. Yet, I am stubbornly hopeful. When I see my students from different backgrounds, cultures, and generations, discussing ideas for solutions to social issues, I am hopeful. When I hear my pastor fearlessly speaking to the congregation about loving each other even in disagreement, I am hopeful. When I speak to community groups and listen to their concerns and insights, I am hopeful. When I have a long-overdue conversation with my friend instead of relying on mediated social platforms, I am hopeful. I recently spoke to a Rotary Club and borrowed their four-way test to suggest a healthier relationship with media and communication generally. Of the things we produce, consume, or share, we should ask ourselves: Is it the truth? Is it fair to all concerned? Will it build goodwill and better friendships? Will it be beneficial to all concerned? If the answer to any of those questions is no, we should change the channel, seek another source for context, delete the post, block the sender, or adjust our message so we can answer yes And if you are asking yourself why you should be fair, or build goodwill, or benefit anyone from “the other side” ―perhaps scroll through your photos or look at the pictures on your desk or mantel. We are not adversaries. We’re on the same side. It’s time to stop listening to those who tell us otherwise. Heidi Hatfield Edwards is associate dean in Florida Tech’s College of Psychology and Liberal Arts and head of the School of Arts and Communication where she is a professor of communication. She began her career as a media professional and worked nearly a decade gaining experience across multiple media platforms and in strategic communication. She teaches courses in mass communication, theory, and science communication. Heidi is available to speak with media. Contact Adam Lowenstein, Director of Media Communications at Florida Institute of Technology at adam@fit.edu to arrange an interview today.
The Rev. Randall Meissen, LC, Florida Tech’s chaplain and director of the Catholic Campus Ministry and an adjunct faculty member of the College of Psychology and Liberal Arts, has published a new book chapter, “Contemplating Bats and Bees,” in the academic compendium, “In The Dominicans in the Americas and the Philippines (c. 1500-c. 1820),” edited by David Thomas Orique, Rady Roldán-Figueroa and Cynthia Folquer. The book was published online in August by Routledge. Meissen’s chapter examines the man credited with preserving the only surviving Mayan language texts, Friar Francisco Ximenez, and examples of the influences of Dominican spirituality on natural history. He conducted research in the rare book archives of Guatemala and Spain, and the chapter developed from a presentation Meissen gave at the International Conference on the History of the Order of the Preachers in the Americas several years ago. Ximenez was an 18th century Dominican priest and missionary linguist known for his preservation of the Maya–K’iche’ creation myth the Popol Vuh. He also had a keen interest in the plants and animals of Guatemala during his ministry, Meissen highlights, and recorded observations in his manuscript, “La historia natural del reino de Guatemala.” Meissen’s chapter examines Ximenez’s observations of nature and explores the cultural factors inspiring Ximenez’s research of the region. Those include: “the Dominican tradition of collecting anecdotes about animals as exempla for use in preaching, the expansive highland Mayan vocabulary for naming native organisms, the Mayan religious myths about animals in the Popol Vuh, the practice of using mission churches as spatial reference points and the material need of the Order of Preachers in Guatemala for items such as beeswax,” the abstract reads. Meissen’s research also connects back to the classroom. He is teaching a World Religions course this spring. If you're interested in learning more or a reporter looking to speak with Father Randall Meissen - simply contact Adam Lowenstein, Director of Media Communications at Florida Institute of Technology at adam@fit.edu to arrange an interview today.
Higher Education Enters the Ring
Why it matters Yesterday’s announcement that Linda McMahon is President-elect Donald Trump’s pick to lead the Department of Education ushers in a new era for universities and colleges. This signals a sharp pivot toward decentralization and pro-business policies, and it's expected that McMahon’s leadership will focus on dismantling traditional federal education structures, expanding school choice, and aligning education priorities with a business-first agenda. Higher education faces funding uncertainties, new accountability pressures, and the need to demonstrate its relevance in supporting economic growth. The Big Picture McMahon’s appointment reflects Trump’s broader strategy to reframe education policy in a way that prioritizes state control, entrepreneurship, and conservative cultural values. This will likely have significant consequences for higher education, including: Decentralization: Shifting control of education policy and funding to the states. School Choice Expansion: Redirecting public funds to private, religious, and homeschooling options. Economic Alignment: Pressuring institutions to support industry, small business, and workforce development through research, partnerships, and entrepreneurship/startup programs. Cultural Shifts: Rolling back policies on diversity, equity, and inclusion while emphasizing “patriotic” education. What’s at Stake Federal Funding Cuts: Threat: Research funding, Pell Grants, and other federal supports may face cuts. Reality Check: Congressional approval is required to eliminate funding streams like Title I, making complete federal withdrawal unlikely but changes and funding disruptions possible. Policy Shifts: Threat: Federal oversight will likely weaken, and policies favoring vocational and workforce-aligned education will likely put increased pressure on programs such as liberal arts. Universities will also likely face increasing pressure to align with ideological goals, such as restricting DEI (diversity, equity, and inclusion) initiatives. The new administration could wield considerable control over the school accreditation process, which has been seen by some to force ideological changes on campuses. There has been a movement to decentralize accreditation authority, reduce federal oversight, and align educational standards with conservative values. According to the Council for Higher Education, many of the ideas put forward focus on empowering states to authorize accrediting agencies and even serve as accreditors themselves, shifting control from federal to state governments. Action: Institutions must better identify their options amidst a rapidly evolving agenda at both the state and federal levels, develop strategies and secure the resources necessary. For instance, there are calls to prohibit accreditors from requiring institutions to implement Diversity, Equity, and Inclusion (DEI) policies. Institutions also need to understand what the implications of a more diverse accreditation landscape could be, with standards varying significantly across states, potentially affecting the uniformity and transferability of academic credentials nationwide. Reputational Risks: Concern: Growing public skepticism toward higher education undermines enrolment and support. Impact: Conservative narratives favoring alternatives like apprenticeships and other programs that support the economy and job growth will likely gain traction. Preserving Institutional Independence: Pressure: Universities face increased scrutiny of their course curriculum and research priorities that may be deemed ideologically contentious. Opportunity: Institutions must tangibly demonstrate their value to society. The more they can do to break down barriers between “town and gown” and counter the narrative that paints them as too expensive, elitist, and out of touch. Demonstrating Economic Impact: Need: Universities must showcase their role in driving economic growth through research, commercialization, and support for small businesses and entrepreneurs. Opportunity: Institutions should communicate their relevance in relatable ways that engage with businesses, emphasizing tangible contributions to research innovation and job creation as a positive return on investment that can be messaged to taxpayers. Key Questions for Higher Ed Leaders Funding: How can we diversify revenue streams and reduce reliance on federal support? Advocacy: How should universities engage state and federal leaders to protect their interests? Reputation: How can higher education rebuild public trust and counter skepticism? Relevance: How do we better communicate the value of university research and its role in supporting a pro-business agenda? Adaptation: Can institutions innovate by expanding industry partnerships, online education, and workforce-aligned programs? Implications of Project 2025 Project 2025 is a comprehensive initiative spearheaded by the Heritage Foundation, a conservative think tank, aiming to reshape the U.S. federal government through a conservative lens. Launched in April 2023, it serves as a strategic blueprint for a potential conservative administration, detailing policy proposals, personnel strategies, training programs, and a 180-day action plan. Analysis from the Brookings Institution states that "many proposals in Project 2025 would require an unlikely degree of cooperation from Congress, though others could be enacted unilaterally by a second Trump administration.” While we don’t know the full extent to which Project 2025 will be implemented, its agenda seeks to reshape federal agencies, including the Department of Education, with a significant impact on the sector. Key areas of focus include: Title I and Student Aid Proposals to give parents more control over federal funds could deprioritize public education. Tax Credits for School Choice Incentives to support private school tuition may shift K-12 pipelines, impacting university enrolment. Economic Realignment Universities will need to align with business priorities, emphasizing innovation, commercialization, and job creation. Diversity Equity & Inclusion Project 2025 explicitly calls for reducing federal spending on what it deems unnecessary or politicized initiatives, and DEI programs are likely to fall under this categorization. This could have wide-ranging impacts, including changes to school ranking systems that have a DEI component. Ranking bodies such as US News & World Report may need to adjust their methodologies to account for changes in diversity initiatives and data availability. With potential reductions in diversity-related data, rankings might place greater emphasis on other factors such as academic performance, faculty qualifications, and post-graduate outcomes. This also could extend to endowments, which direct funding toward diversity programs through scholarships and fellowships. For institutions that rely heavily on DEI as a cornerstone of their fundraising and donor relations strategies, they may experience reduced donor enthusiasm, particularly from philanthropic organizations or alumni committed to these causes. Regulatory Rollbacks There is the potential for significant changes to Title IX protections and federal loan forgiveness programs, creating legal and financial uncertainty. What Universities Can Do Now: Secure Funding Build relationships with private donors, businesses, and industry partners. Strengthen advocacy efforts at the state level to safeguard funding & other resources. Adopt proactive strategies to mitigate potential policy impacts, such as diversifying revenue sources, engaging donors with aligned government priorities, and ensuring compliance with evolving regulations. Reinforce Public Trust Explain complex topics in accessible ways to help the public and policymakers make informed decisions. Help promote and support faculty who can serve as credible sources for the media, countering misinformation and fostering informed dialogue. Strengthen community connections with your experts through public speaking engagements, workshops, and local events. Position the university as a hub for knowledge and innovation that benefits the community. Capitalize on the reach and influence of alumni. Highlight their successes to show how they benefitted from educational programs and research. Position them as important role models and advocates in the community who are contributing to economic growth. Demonstrate Relevance Showcase faculty and their research breakthroughs. Demonstrate how their work benefits industries, supports entrepreneurship and addresses societal challenges. Speak to real-world outcomes in health, technology, the environment, and more. Use accessible language to connect with policymakers, business leaders and taxpayers. Strengthen Advocacy: Partner with peer institutions to shape policy discussions. Position universities and colleges as vital contributors to a pro-business agenda. Innovate: Expand stackable credentials and micro-credential programs that are aligned with private and public sector requirements and emerging skills-based models. Look at new online education options. Embrace partnerships that connect academic research to real-world economic impact. Universities must deliver a more compelling, data-driven, yet humanized story about their institution’s contributions, fostering stronger relationships with government, the private sector, and taxpayers. What's Next This new era will most certainly challenge higher education to rethink its approach to funding, policy, and public engagement. For all institutions, both public and private, there is no place to hide. As they step into the ring, Higher Education leaders will need lots of support as they look to forge new paths for research, teaching, and community service while engaging their stakeholders in ways that more powerfully communicate their vital contributions to society. The bell has rung—are you ready?
#ExpertSpotlight: Who is Vladimir Putin?
In the intricate arena of global politics, the life of Vladimir Putin stands as a pivotal narrative, encapsulating the rise of one of the most influential and controversial leaders of our time. This topic is not only newsworthy because of Putin's significant impact on international relations and global security but also due to the profound influence he wields over Russia’s political landscape and its socioeconomic dynamics. Understanding Putin’s life, leadership style, and strategic decisions offers critical insights into current geopolitical tensions, energy politics, and global governance. The biography of Vladimir Putin presents multiple angles that are of substantial interest to a broad audience, including: Early Life and Rise to Power: Exploring Putin's background, education, and career trajectory that led to his ascendancy in Russian politics. Leadership Style and Governance: Analyzing Putin's approach to leadership, his consolidation of power, and the mechanisms he uses to maintain political control. Domestic Policies and Economic Impact: Assessing the domestic policies implemented during Putin’s tenure, their impact on the Russian economy, and public opinion within Russia. Foreign Policy and Geopolitical Influence: Investigating Putin's foreign policy strategies, his influence on international relations, and key events such as the annexation of Crimea and involvement in Syria. Human Rights and Democratic Challenges: Examining issues related to human rights, freedom of speech, and the state of democracy under Putin’s rule. Energy Politics and Economic Leverage: Understanding Russia’s role in global energy markets, Putin's use of energy resources as a tool of political influence, and the economic implications for Europe and beyond. The life of Vladimir Putin offers journalists a rich tapestry of storylines that delve into the complexities of his leadership and its far-reaching consequences on both national and global stages. Connect with an Expert about Russia and Vladimir Putin: Glen Duerr, Ph.D. Professor of International Studies · Cedarville University Lynne Hartnett, PhD Associate Professor and Chair of History | College of Liberal Arts and Sciences · Villanova University Craig Albert, PhD Professor of Political Science and Graduate Director of the Master of Arts in Intelligence and Security Studies · Augusta University Stephen Dyson, Ph.D. Professor of Political Science · University of Connecticut Erica Frantz Assistant professor of political science · Michigan State University To search our full list of experts visit www.expertfile.com Photo credit: ANTIPOLYGON YOUTUBE
It's the anniversary of the Six-Day War - Our experts are here to help if you're covering
The anniversary of the Six-Day War is a significant historical event that continues to shape the geopolitical landscape of the Middle East. This war, which took place in 1967, had far-reaching consequences, including territorial changes, shifts in political power, and long-lasting effects on regional and international relations. The event remains newsworthy because of its ongoing impact on peace processes, security issues, and the socio-political dynamics of the region. Understanding the Six-Day War's legacy provides insights into current conflicts and diplomatic efforts. Key story angles include: Historical Context and Consequences: Analyzing the causes, key events, and immediate aftermath of the Six-Day War, and how it reshaped the Middle East. Geopolitical Impact: Exploring the war's influence on regional politics, including the Arab-Israeli conflict, territorial disputes, and alliances. Peace Processes and Diplomatic Efforts: Investigating ongoing peace efforts, negotiations, and the role of international organizations in resolving conflicts stemming from the war. Military Strategy and Tactics: Examining the military strategies used during the war, innovations in warfare, and lessons learned by modern military forces. Humanitarian and Social Implications: Discussing the war's impact on civilian populations, displacement, and the long-term social and economic effects on affected communities. Media Representation and Public Perception: Analyzing how the Six-Day War has been portrayed in media over the years and its influence on public opinion and policy-making. Connect with an Expert about the anniversary of the Six-Day War: Kelly Shannon, Ph.D. Associate Professor and Executive Director, Center for Peace, Justice, & Human Rights (PJHR) · Florida Atlantic University Brian Edwards Dean & Professor of English School of Liberal Arts · Tulane University Ali A. Olomi Assistant Professor of History · Loyola Marymount University Jeremy Pressman, Ph.D. Associate Professor of Political Science, Director of Middle East Studies · University of Connecticut Ranjit Singh Associate Professor of Political Science and International Affairs · University of Mary Washington To search our full list of experts visit www.expertfile.com Photo Credit: Jewish Virtual Library
The anniversary of D-Day marks a pivotal moment in World War II, commemorating the bravery and sacrifice of the Allied forces who stormed the beaches of Normandy on June 6, 1944. This event matters to the public as it honors the heroes who fought for freedom and underscores the enduring lessons of courage, strategy, and unity in the face of adversity. The significance of D-Day provides numerous compelling story angles for journalists to explore, appealing to a broad audience: Firsthand accounts and personal stories of veterans who participated in the D-Day invasion The strategic planning and execution of Operation Overlord, and its impact on the outcome of World War II The role of international cooperation and the contributions of different Allied nations in the Normandy landings The lasting legacy of D-Day on contemporary military tactics and international relations Commemorative events and ceremonies honoring the fallen and preserving the memory of D-Day Educational initiatives and resources for teaching younger generations about the importance of D-Day and World War II history As we commemorate the anniversary of D-Day, journalists have an opportunity to delve into these multifaceted narratives, shedding light on the historical significance and lasting impact of this monumental event. Connect with an Expert about D-Day and America's efforts in WWII: Colin Rafferty Associate Professor · University of Mary Washington Marc Gallicchio, PhD Professor and Mary M. Birle Chair in History | College of Liberal Arts and Sciences · Villanova University Robert Taylor, Ph.D. Dean | College of Psychology and Liberal Arts · Florida Tech Patrick Jung, Ph.D. Professor · Milwaukee School of Engineering Kara Dixon Vuic LCpl. Benjamin W. Schmidt Professor of War, Conflict, and Society in 20th-Century America · Texas Christian University To search our full list of experts visit www.expertfile.com Photo credit: Joris Berthelot
The Fatima Apparitions - Historical and Spiritual Significance
The Fatima apparitions hold profound importance for millions worldwide, representing a convergence of faith, spirituality, and historical events. This event matters to the public as it embodies themes of devotion, miracles, and the enduring power of belief. The story of Fatima offers numerous compelling angles for journalists to explore, appealing to a broad audience: The historical context and significance of the Fatima apparitions Personal testimonies and accounts of those who witnessed the events The impact of Fatima on religious practices and devotion Continuing pilgrimage and commemorative events at the Fatima shrine Interpretations and debates surrounding the messages conveyed at Fatima Cultural and societal influences of the Fatima apparitions on art, literature, and popular culture As we reflect on the Fatima apparitions, journalists have an opportunity to delve into these multifaceted narratives, uncovering the enduring legacy and spiritual resonance of this remarkable event. Connect with an Expert about the Fatima Apparitions: Timothy Matovina Chair, Department of Theology · University of Notre Dame Massimo Faggioli, PhD Professor of Theology and Religious Studies | College of Liberal Arts and Sciences · Villanova University Francis Beckwith, Ph.D. Professor of Philosophy & Church-State Studies, Affiliate Professor of Political Science · Baylor University Brett C. Hoover Associate Professor of Practical/Pastoral Theology & Graduate Director · Loyola Marymount University To search our full list of experts visit www.expertfile.com Photo Credit: Mateus Campos Felipe
Today is Victory in Europe Day (VE Day) - Our history #experts are here to help with your stories
Victory in Europe Day marks a monumental moment in human history, signifying the end of World War II in Europe and the dawn of a new era of peace and reconstruction. This event matters to the public as it commemorates the sacrifices made by millions and celebrates the triumph of freedom over tyranny. VE Day offers a plethora of compelling story angles that resonate with a broad audience: The human stories behind the victory: tales of courage, resilience, and sacrifice The significance of VE Day in shaping post-war geopolitics and international relations Commemorative events and ceremonies honoring veterans and their legacies Reflections on the lessons learned from World War II and their relevance today The cultural impact of VE Day on art, literature, and popular culture Continuing efforts for reconciliation and remembrance across generations As we mark Victory in Europe Day, journalists have an opportunity to delve into these rich narratives, shedding light on the enduring legacy of the Greatest Generation and the ongoing quest for peace and freedom worldwide. Connect with an Expert about WWII and Victory in Europe Day (VE Day): Colin Rafferty Associate Professor · University of Mary Washington Patrick Jung, Ph.D. Professor · Milwaukee School of Engineering Marc Gallicchio, PhD Professor and Mary M. Birle Chair in History | College of Liberal Arts and Sciences · Villanova University Kara Dixon Vuic LCpl. Benjamin W. Schmidt Professor of War, Conflict, and Society in 20th-Century America · Texas Christian University Stephen Sloan, B.B.A., M.A., PhD. Director of Institute for Oral History, Associate Professor of History · Baylor University To search our full list of experts visit www.expertfile.com Photo Credit: Galt Museum & Archives
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.
