His third secret was more mysterious and surprising. At the centre of his business strategy were two women. The first was "La Valeria", his name for the typical housewhfe, mother, monna or aunt who had to decide what to buy everyday, who might want a little treat for herself or something, besides, kisses, to spoil a favourite child. Unless he could keep her customm, he was finished. His introduction of milkier white chocolate was done with La Valeria in mind, for what could please a mother more than giving milk to her bambino?