Silviu Popovici became Chief Executive Officer of PepsiCo Europe in 2017. He previously presided at PepsiCo’s business in Russia, Ukraine and CIS. Since taking over as CEO of PepsiCo Europe he has been implementing ambitious transformations towards greater sustainability and healthier products, while delivering strong performance every year. Over the last four years, PepsiCo has been one of the fastest growing food and beverage companies in Europe. When the COVID pandemic hit, Silviu embarked on another transformation – to make the organization less centralized and quicker to adapt to change.
After the waves of lockdowns, people have a completely different attitude to health and indulgence. We want both: to eat healthier and to indulge ourselves at the same time. We also want convenience. The way we shopped during lockdown also changed. We wanted the food at our door steps. So we went on-line. Including my in-laws. They are both in their 80’s, and they have started to order groceries online. In three months, e-commerce made progress that usually takes three years. The pandemic acted as an inflection point not just for health and indulgence, but also for e-commerce, for virtual working, for digitalization and sustainability.
We did indeed. We used the moment to reassess priorities and to rethink our strategy across all our value chain: from prioritizing e-commerce, to accelerating consumer digital engagement, to changing our operating model, to accelerating the sustainability transformation. e-commerce is a good example. e-grocery was not such a surprise, but the acceleration of rapid food delivery was. We reacted fast by significantly increasing the investment in this channel (people, operations infrastructure, advertising and marketing).
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