Mondelez revamps European operations after boycotts over Russian
business, internal memos show
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[February 17, 2024] By
Jessica DiNapoli
NEW YORK (Reuters) - Oreo cookie-maker Mondelez put new management in
place at its profitable Russian business this week, according to two
internal company memos seen by Reuters that reveal fresh details of a
corporate overhaul in Europe.
After months of boycotts and pressure from shareholders and activists to
leave Russia, Chicago-based Mondelez stopped advertising in the country,
but has failed to exit Russia entirely.
In one of the internal memos seen by Reuters, Europe president Vince
Gruber informed staff that it appointed a new general manager to lead
its Russia business, which Gruber described as a "standalone
organization."
But in his new role, the Russia general manager reports to another
executive who reports to Gruber, the memo said. The arrangement may not
placate Mondelez critics. The company has three factories in Russia and
has continued to sell its products including Milka chocolate there
despite investor pressure and boycotts calling for it to leave.
"In the law we use the expression 'distinction without a difference.'
This is an attempted workaround that is not very meaningful," said Nell
Minow, a corporate governance expert and vice chair of ValueEdge
Advisors. "There are certain kinds of business connections where you see
a justification, if it has to do with health, urgently needed supplies.
These are cookies and there really is no excuse."
In response to Reuters' questions, Mondelez said on Friday that
"effective at year-end 2023, we have stood up our local business to
operate more independently."
It added: "Products sold in Russia are now produced and distributed
locally, with no imports of finished goods from Europe into Russia or
exports from Russia into Europe."
McDonald’s, Starbucks and many other global brands left Russia following
its invasion of neighboring Ukraine in 2022, writing off billions in
assets.
Mondelez rivals including Maggi manufacturer Nestle continue to operate
in Russia. Food does not fall under any international sanctions.
The company said in its annual report released in February that the war
in Ukraine is a risk to its business that could lead to loss of life and
physical damage and destruction of its property.
"We might also face questions or negative scrutiny from stakeholders
about our operations in Russia despite our role as a food company and
our public statements about Ukraine and Russia," Mondelez said in the
annual report.
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Oreo biscuits are seen displayed in front of Mondelez International
logo in this illustration picture taken July 26, 2021. REUTERS/Dado
Ruvic/Illustration/File Photo
In a company statement last year, Mondelez said its business in
Russia provides "shelf-stable products that are daily staples for
ordinary people," and that suspending operations "would mean cutting
off part of the food supply for many families who have no say in the
war."
Mondelez executive Gruber told staff in one memo on Jan. 31 that the
company would reorganize the European region into 14 "commercial
units" with responsibility for smaller areas and individual
countries. On Feb. 13, a separate memo from Gruber informed staff
that Alexey Blinov will become the new Russia general manager.
Blinov is a Moscow-based finance executive for Mondelez, according
to LinkedIn.
Europe, where Mondelez's Milka and Cadbury chocolate is popular, is
the company's biggest market by sales, but it has been at odds with
retailers there over price hikes.
Following Russia's invasion of Ukraine, Mondelez said it was scaling
back its business in Russia and focusing on "basic offerings," but
still faced internal pressure from employees to exit.
A corporate boycott of Mondelez broke out in the Nordic countries
last year after a Ukrainian agency named the company an
"international sponsor of war."
Mondelez said last June it would make its Russian operations
"stand-alone with a self-sufficient supply chain before the end of
the year" but did not provide additional details.
Its Russia business is more profitable than it has been
historically, the company said in its annual report released earlier
this month.
Before the war, Mondelez executives in Moscow also managed its
operations in Ukraine, a source familiar with the structure said.
Its Ukraine business was removed from Moscow supervision following
Russia's February 2022 invasion of Ukraine, the source said.
(Reporting by Jessica DiNapoli in New York; Editing by Matthew
Lewis)
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