Some interesting notes from the company website about the correct pronunciation of Ghirardelli:

The correct spelling and pronunciation of the Italian name "Ghirardelli" has long stumped even the most avid consumers of Ghirardelli Chocolate.

Throughout its early history, the company has had to cope with all this and even incorporated it into early packaging labels and advertising campaigns.

For many years, a bright colored parrot and the words, "Say Gear-ar-delly," (a phonetic spelling of the name) were used to help solve the pronunciation problem. The strategy proved to be very successful.