The 20-Year Quest To Save Nutella : Planet Money Global demand for hazelnuts is growing, thanks to the popularity of products like Nutella. So it should be a great time to be in the hazelnut business... but there's one big problem.
NPR logo The 20-Year Quest To Save Nutella

The 20-Year Quest To Save Nutella

A promotional sale on Nutella was more successful than planned: Customers came to blows trying to get jars of the sweet spread after a grocery chain cut prices by 70 percent. Eric Gaillard/Reuters hide caption

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Eric Gaillard/Reuters

A promotional sale on Nutella was more successful than planned: Customers came to blows trying to get jars of the sweet spread after a grocery chain cut prices by 70 percent.

Eric Gaillard/Reuters

Global demand for hazelnuts is on the rise, but the industry has a problem. More than 70% of the world's hazelnuts come from just one place: Turkey. And that leaves producers and Nutella lovers everywhere vulnerable.

But lucky for them one scientist in New Jersey has spent the last 23 years on a global quest to reinvent the hazelnut. And now his dream may finally be coming to fruition.

Today on The Indicator: how one man's lifelong obsession could end up revolutionizing an entire industry.

Music: "Morning Start"

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