Suntory Beverage & Food Europe Appoints Pierre Decroix as CEO - SBF France COO chosen as new regional lead

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LONDON , February 20, 2024 (press release) –

Suntory Beverage & Food Europe (SBFE), a division of Suntory, one of the world’s leading beverage companies, has appointed Pierre Decroix to the position of Chief Executive Officer. Pierre takes on the role, effective 1st March 2024, following the promotion of Peter Harding to Chief Executive Officer of Suntory Beverage & Food International in January.

Pierre has been promoted following a successful period leading Suntory Beverage & Food France since 2022. As SBFE CEO, he will continue to lead the region to sustainable, profitable growth and building on a rich company culture of Japanese heritage and European roots.

In addition to his years with SBF France, Pierre has a 32-year career with a wealth of FMCG experience in sales and commercial strategy, holding leadership roles at IRI, Mars, Orkla France and Coca-Cola.

Pierre’s time in France saw him lead the French business to success through a highly complex environment, develop a diverse leadership team and secure a strong share position for the market’s key brands.

As well as matching the strong top line growth he has delivered in France, Pierre’s remit will be to maintain SBFE’s momentum on sustainability and health. The regional division has made substantial progress in reducing sugar, emissions, water, and waste as well as moves to significantly improve its brands’ primary packaging to enable circularity.

SBFE achieved a 24% reduction in added sugar across its portfolio against a 2015 baseline and trebled sales of low and no sugar drinks in the past five years. Now with a total of 36% recycled plastic content across its portfolio of brands sold across Europe, SBFE has exceeded the EU’s Single Use Plastic Directive of recycled content in plastic bottles two years early.

Pierre Decroix, CEO, Suntory Beverage & Food Europe comments,

“This is a great honour and responsibility. I felt immediately at home when I joined Suntory Beverage and Food France and have thrived in an organization, with outstanding people, that combines the best culture and practice from across our Japanese and European businesses. It will be my pleasure to strive for sustainable, profitable growth delivered by a diverse and richly capable team.”

“I’ve always looked to live our Suntory Gemba mindset; that is to observe first-hand what’s going on in our markets; at our customers’ stores and venues and throughout our offices and production sites, deepening my understanding of our business and the wider industry. My first step in this brilliant role will be to immerse myself in the Gemba throughout our European operations and to meet our many brilliant people.”

Peter Harding, CEO, Suntory Beverage & Food International, comments,

“Pierre has demonstrated great leadership in his time with us, and consistently shows a passion for consumer-led approaches and, vitally for a company with a stated Growing for Good value, a passion for sustainability.”

“He is well positioned to lead us through the complex challenges ahead. Above all he has shown himself to be a champion of the Suntory culture and I look forward to him taking this to new heights.”

Pierre will report into Peter Harding, CEO Suntory Beverage & Food International, and will be based in Amsterdam.

About Suntory Beverage & Food Europe

Suntory Beverage & Food Europe (SBFE) was established in 2014 and is one of five regional divisions of the Japan-based Suntory Group, one of the leading global drinks companies. We’re proud to be part of a family-owned business with its inspiring 120-year heritage and we are guided by Shinjiro Torii’s founding spirit. SBFE is made up of 3,300 passionate people working throughout Europe on hugely iconic brands including Schweppes[*], Orangina, Lucozade, Ribena, La Casera, Oasis[*], Pulco and MayTea with a commitment to producing great-tasting, healthier drinks. As a corporation sustained by the gifts of nature and water, Suntory Group and SBFE will always protect the ecosystems that deliver water. Because its ecosystem is the wellspring, not only of its business and the rich experiences the group creates for people's lives, but also of human life itself. SBFE will continue to be a company where everyone is empowered with the freedom and flexibility to innovate. Through all of its corporate pursuits, Suntory seeks to inspire the brilliance of life. For more information, please visit our website and LinkedIn.


[*] Owned and commercialized within SBFE respective territories

[*1] Less than 5 grams added sugar per 100ml

[Category: Beverage & Tobacco, Soft Drinks, Specialty Retail, Management Changes]

Source: Suntory Beverage & Food Europe

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