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L'empire Danone

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L'empire Danone Succession Par CORINNE BOUCHOUCHI Danone entre deux eaux 46 L’OBS/N°2764-26/10/2017 STEPHAN GLADIEU/BLOSSOM 2764MET_046.indd 46 24/10/2017 17:08 GRANDS FORMATS Côté pile : une ’antre de Danone est un bel de l’action ? Peut-il vraiment mettre en immeuble haussmannien, au œuvre les valeurs qu’il fait miroiter aux ambition sociale, cœur de Paris, près des Gale- jeunes qu’il recrute ? ries Lafayette. Au mur, des pho- Le changement que prépare le nouveau des produits sains tographies accueillent le visi- PDG de Danone est, lui, d’abord centré sur Lteur : enfants souriants aux pieds nus dans le produit. Le « Manifesto » est son œuvre : et la caution d’un la terre, agriculteurs aux champs, mais « C’est une sorte de guide pour répondre à aussi les figures incontournables de la la révolution de l’alimentation à travers nos Nobel de la paix. maison : Antoine Riboud, le fondateur ; marques. Il est écrit en de nombreuses lan- Franck, son fils et successeur, aux côtés de gues et nous avons veillé à ce qu’il n’ait Côté face : un son grand ami le Prix Nobel de la paix aucune traduction officielle. C’est impor- Muhammad Yunus ; et enfin Emmanuel tant car en arabe, en chinois, en hindi ou en marché boursier Faber, le nouveau PDG du groupe, nommé français, les notions d’aliment, d’alimenta- le 18 octobre dernier. C’est le troisième tion, d’ingrédient et de nourriture ne sont à satisfaire, un dirigeant seulement en cinquante ans. pas les mêmes », explique-t-il à « l’Obs » au Danone a le sens de la durée. lendemain de sa nomination, après une capital opéable Sitôt passés les tourniquets, juste avant période probatoire de trois ans passée et des salariés les ascenseurs, un double panneau cou- comme directeur général aux côtés de leur sépia renvoie au « Manifesto », les Franck Riboud. Installé à Biarritz, ce der- fatigués… tables de la loi du bon « Danoner » (pro- nier a laissé les rênes à son poulain. Pull noncer « Danoneur », c’est comme cela bleu roi porté sur une incontournable che- Le nouveau que se surnomment les salariés du mise blanche malgré la moiteur de cette groupe) : « La santé passe par l’alimenta- journée d’automne, regard profond et poi- PDG de Danone, tion », « La richesse des nations se déve- gnée de main puissante, Faber, surnommé loppe avec une planète saine », « Nous « le moine-soldat » en raison de son goût Emmanuel sommes une équipe qui privilégie la colla- pour les envolées mystiques et de sa force boration »… A moins d’avoir l’œil averti, de travail, est entré chez Danone à 33 ans. Faber, affiche de rien ne laisse deviner que Danone est aussi Il en a aujourd’hui 53. un groupe industriel qui fabrique des Le dirigeant a acquis ses galons avec le fortes ambitions yaourts (Activia, Actimel, Danio…), de rachat en juillet 2016 pour 11,3 milliards l’eau en bouteille (Evian, Badoit, La Salve- d’euros du géant américain WhiteWave, sociétales. Mais tat…), des aliments pour bébés (Blédina, spécialisé dans les produits laitiers bio Gallia, Milupa) et de la nutrition médicale. d’origine végétale, et ses prises de partici- pourra-t-il L’entreprise, cotée au CAC 40, pèse 22 mil- pation dans de petites marques, comme liards d’euros et emploie 100 000 per- Michel et Augustin, ou Yooji, une start-up vraiment tenir ses sonnes dans le monde (dont 8 900 en concevant des petits plats bio surgelés promesses ? France). Une belle réussite française pour les enfants. Tout cela laisse penser construite brique après brique par qu’il n’hésitera pas à imprimer sa marque, Antoine Riboud, le grand industriel pro- tout comme Antoine Riboud puis Franck gressiste décédé en 2002, qui a laissé à ses l’avaient fait avant lui, en transformant le héritiers le soin de poursuivre son double vieux BSN, un groupe verrier des années projet économique et social théorisé dans 1960, en un conglomérat alimentaire, puis la foulée des événements de Mai-68. Mise en spécialiste du lait et de l’eau. « Pour moi, en place des 35 heures avant l’heure, l’alimentation n’est pas un bien de grande management participatif, plan de forma- consommation. Si on reste dans ce para- tions… Ce proche de François Mitterrand digme, on n’a pas compris ce qui se passe. puis de Martine Aubry avait placé la barre Les gens, les nouvelles générations, partout haut. Mais aujourd’hui, Emmanuel Faber dans le monde, ressentent un besoin et Franck Riboud, fils veut aller encore plus loin, convaincu que trouvent le moyen de reprendre le contrôle du fondateur, son groupe doit révolutionner l’alimenta- sur leur alimentation, de comprendre pour- et son successeur tion mondiale et lutter contre les inégali- quoi ils mangent, pourquoi et comment ce à la tête du groupe, tés. Est-ce bien réaliste dans un monde qu’ils mangent a été produit, d’où ça vient », Emmanuel Faber. boursier où seule compte la valorisation argumente Emmanuel Faber avec L’OBS/N°2764-26/10/2017 47 2764MET_046.indd 47 24/10/2017 17:08 Le PDG pense tirer son épingle du jeu en mettant en avant les promesses sociales, sociétales et environnementales de ses marques, telles qu’il les a édictées dans son « Manifesto »: « Les grandes marques doivent donner des signes de leur engage- ment à la hauteur de ce qu’elles sont. C’est ce qu’on fait lorsqu’on inaugure à Evian le 12 septembre un site 100% énergies renou- velables et neutres en carbone ou que Danone, aux Etats-Unis, décide de basculer en deux ans la moitié de son portefeuille de produits laitiers frais en dehors des OGM », a rme-t-il avec satisfaction. Des paroles, des actes. E cace, à condition de tenir la ligne. Car avec une telle ambition, le moindre faux pas peut être fatal. La séquence télévisée où Elise Lucet tentait, Le 24 juin 2016, le discours d’Emmanuel Faber à HEC lors d’une remise de diplômes. en 2015, d’interviewer le ténébreux patron sur les nourrices payées par Danone pour distribuer du lait maternisé aux Indoné- force. Le nouveau patron de Danone, impressionnant », se souvient Christian siennes à la naissance de leurs enfants a dans la droite ligne de ses prédécesseurs, Verschueren, directeur général d’Euro- fait désordre dans ce beau tableau. « On ne est un homme de convictions et de pas- commerce, la Fédération européenne du fait pas de marketing s’il n’y a pas une vraie sion. Son émouvante parabole sur la jus- commerce. « Ce discours dérangeait tout proposition derrière. L’info est très di usée tice sociale, dans un discours prononcé le monde. Il était poil à gratter mais très sur les réseaux sociaux et un groupe qui ne en juin 2016 à HEC en souvenir de son juste. On entendait ces propos chez les serait pas cohérent prendrait beaucoup de frère atteint d’une schizophrénie lourde altermondialistes il y a dix ans. Il a rompu risques. Apparemment, Danone a une ligne et décédé cinq ans plus tôt, a marqué les les codes. Reste à savoir ce qu’il compte claire: la santé au sens de l’alimentation esprits. Son discours au Consumer Goods faire maintenant », renchérit un consul- saine et transparente. Mais ils ont aussi une Forum de Berlin cet été a laissé pantois le tant d’un grand cabinet de conseil. Et c’est contrainte fi nancière », souligne Denis gratin mondial de l’agroalimentaire. Pol- bien là que le bât blesse. Comment conti- Dauchy, professeur de stratégie à l’Edhec. lution des sols, assèchement des fl euves, nuer à vendre ses yaourts, sa Danette, sa Car lorsqu’on travaille pour un groupe obésité, diabète… Faber a dénoncé pen- poudre de lait, son eau en bouteille plas- coté, c’est le marché qui donne le « la ». dant près d’une heure les ravages causés tique, en sachant que le monde court à sa Faber le sait. Il a été recruté par Franck par les industriels. « Il était calme et très perte et que les consommateurs fuient les Riboud parce qu’il avait une vision – « il posé. Il parlait sans prompteur. C’était magasins, de l’aveu du nouveau patron? avait toujours un métro d’avance sur L’EMPIRE DANONE Des LE CHIFFRE D’AFFAIRES marques LES 3 PREMIERS MARCHÉS DE DANONE LES EFFECTIFS vendues dans Répartition du chiff re d’aff aires Produits par pays en 2016 laitiers frais 130 Nutrition pays 100 000 médicale 49% salariés dans 56 pays 7% dont 21,9* Actimel, Danio, milliards 11% d’euros Oikos, Activia, Evian, 10% Nutrition Volvic, Badoit, infantile Eaux Blédina, Gallia, 7% Nutricia, Alpro, Silk… 23% 21% CHINE ÉTATSUNIS FRANCE Dont 8 900 en france (*) Après l’intégration de WhiteWave, le chiff re d’aff aires est estimé à 25,4 milliards d’euros SOURCE : ENTREPRISE 48 L’OBSN°276426102017 CAPTURE D’ÉCRAN DANONE 2764MET_046.indd 48 24/10/2017 17:08 tout le monde », dit de lui Jean-René Buisson, ancien DRH du groupe – mais aussi parce que c’était un financier hors pair et un as des fusions. « Danone n’est pas une fondation philanthropique. Les action- naires financiers ne votent pas pour le dalaï- lama. Oui, l’entreprise a une responsabilité sociétale. Mais jusqu’où ? Ce n’est pas ça que les analystes regardent », souligne, cynique, Guillaume Foucault, expert en communi- cation de crise. Comment délivrer des divi- dendes sans serrer le cou à ses fournisseurs et à ses salariés lorsque la consommation est en berne, l’inflation proche de zéro et qu’on vient de rater la relance de son pro- duit phare (Activia) ? De l’avis du marché, Danone est un groupe décoté, au capital émietté et facilement opéable.
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