Ferrero Canada celebrated the launch of its new Ferrero Rocher Chocolate Squares production line on Thursday, October 23, 2025.
Over 130 people attended the event including Ferrero employees, local dignitaries and company executives, including: Michael Lindsey, President and Chief Business Officer (CBO) for Ferrero North America; Omar Zausa, President of Ferrero Canada; Eric Houdet, Senior Vice-President of Industrial Operations for Canada and Brantford Plant Director; and Alessandro Cattaneo, Ambassador of Italy to Canada.
Lindsey said the addition of the new line was a particularly unique experience.
“This is the first time that Ferrero has ever launched a major global product outside of Europe, first,” he said. “It’s the first time we’ve built a new line for a new product, and the first time we’ve ever introduced those products into a market outside of Europe.”
He also added that the company is incredibly proud of its newest expansion and that it shows the confidence and trust that Ferrero has in Brantford and the facility.
“I think this will accelerate the growth of the Ferrero Rocher brand in North America, and really solidify our presence across the market. When we grow, you grow, and our intention is to keep growing Branford, to keep growing the plants, all of the suppliers nearby that work with us, and keep creating jobs and investments in this area,” said Lindsey. “…This plant really does play an important role in the community, but it’s also the cornerstone of our North American operations. It’s our biggest plant in North America and it supplies a large portion of the product that we sell throughout Canada and the United States. We’re privileged to have such an incredible facility making these products every day.”
The president and CBO then thanked the provincial government, saying that the new line, and the creation of 500 new jobs, was made possible largely due to its continued support.
Back in April, the company announced that its new product line was part of a $445 million expansion to the Brantford facility (which also includes a new production line for Nutella Biscuits). The province contributed $36 million to the facility’s expansion through its Invest Ontario Fund.
Will Bouma, MPP for Brantford-Brant, then stood to say a few words, expressing that the government of Ontario is always happy to work with private sector innovators such as Ferrero.
“But most importantly, I’d like to thank the Ferrero frontline workers, supervisors and skilled trades people that make the products that make so many people so happy, day in and day out across North America,” said Bouma. “…This expansion is a huge vote of confidence in Ontario’s farmers, in Ontario suppliers and in Ontario’s manufacturers.”
Kevin Davis, Mayor for the City of Brantford, later had the opportunity to say that part of what makes Ferrero so special are all the employees who have contributed to the company’s success over the past 20 years, as well as those who employ them.
“We all know Ferrero is one of our leading employers that not only brings jobs, but also brings a supply network of other companies that have really boosted our community over the last 20 years. For me as a mayor, the companies that I most enjoy and support are those that I know treat their employees well,” said Davis. “When I had the tour of the plant today, one of the employees came up to me and said, ‘I want to tell you that I have been here since the beginning and this is a great company to work for. This is the company that I hope I’ll be working for for another ten to 20 years.’ That, to me, is a litmus test of a great company and a great corporate partner for the City of Brantford.”
Davis later told the Brant Beacon that Ferrero executives told him that it’s the employees loyalty and dedication that makes them one of their best workforces in North America.
“The company has said to me that they have a lot of confidence in Branford, but more importantly, confidence in their employees,” said Davis. “They’ve said that this is one of their best workforces in North America because of the employees’ loyalty, their dedication, and the fact that they’re willing and committed to innovation.”
Kimberly De Jong’s reporting is funded by the Canadian government through its Local Journalism Initiative.The funding allows her to report rural and agricultural stories from Blandford-Blenheim and Brant County. Reach her at kimberly.dejong@brantbeacon.ca.
