Fast Moving Force For Good
Didier Laffineur, Regional Managing Director of Ferrero Gulf, shares his insights into leadership, growth, and the world of FMCG.
You have built an impressive career in the FMCG industry. How has your experience influenced your management style?
My management style reflects that of my organization, Ferrero. Although I assumed my current role last summer, I have been with Ferrero for almost two decades and the company’s culture has inevitably shaped my own leadership.
Ferrero’s goals, beliefs, and values are dictated by our company purpose: ‘We care for the better’. This guiding principle sets the tone for our unique way of doing things within our company and permeates how we engage with our consumers and business partners.
One particularity is that we always make decisions with an eye on the future and not based on short-term interest. With this in mind, our daily choices are aligned with our long-term ambitions, which is key to achieving superior results.
Ultimately, at Ferrero, our business approach is deeply rooted in our commitment to being a positive force for good.
In the context of a challenging year, how did Ferrero Group perform in 2020?
According to the latest figures, we performed quite well. Globally, we closed the financial year with a consolidated turnover of 12.3 billion euros (approx. $14.4 billion) an increase of +7.8%. While the global pandemic proved challenging, we managed to successfully navigate this time by adapting to the evolving situation. Until today, our first priority is the health and safety of our consumers and employees.
What are your thoughts on the current state of the FMCG market?
The FMCG industry has undergone a number of transformations and structural changes driven, or accelerated, by the pandemic. Beyond exposing supply chain issues, the health crisis has significantly altered consumer habits, with the rise of e-commerce in particular disrupting the traditional FMCG business model.
Consumers have also become increasingly concerned with health and wellness. Fortunately, for us at Ferrero, our nutrition strategy has always been perfectly in line with this trend. Addressing both diet and lifestyle are key factors in our approach, which is shaped by the latest science on food nutrition.
Another important development is the realization that sustainability is a strategic imperative for FMCG corporations. At Ferrero, sustainability has long been at the forefront of our business vision, and we have begun to define new commitments and targets that will drive further progress.
What are your plans for growth in the region?
In recent years, we have worked to create a strong foundation in the GCC - going beyond our commitment to delivering highquality products. We have also entered into joint ventures with our distributors in key markets such as the U.A.E. and Kuwait. The decision to form these partnerships was guided by a shared vision for sustainable growth.
Today, our sales and market share continue to increase. This attests to the quality of our products and our ability to adapt quickly to the demands of different markets, providing consumers with rich, purpose-led brand experiences.