Philippe Henri is CEO of Creno Group, the French wholesale distribution company, which markets more than 500,000 tonnes of produce per year from 70 regional distribution platforms.
Fruitnet: How did you first get involved in the fresh produce business?
PH: I first got into the fresh produce business in the autumn of 1988.
When did you start working for Creno?
PH: I began working for Creno back in July 1989.
What other roles have you had at the company??
PH: At Creno, I began as a development manager, before becoming general manager in 1991. I have been CEO since 1995.
Where did you work before?
PH: Before I got into the fresh produce business, I spent almost six years at Procter & Gamble, having earned my MBA from the ESSEC Business School in Paris. I held various positions at P&G, in the sales department as sales district manager and then in the advertising department.
What do you see as the biggest challenge facing the fresh produce industry?
PH: The biggest challenge is how to better attract young people to our products and to the industry.
Describe your typical day-to-day schedule?
PH: I do not have any typical day-to-day schedule, since I’m not personally involved in the daily business, but there are a few main things that keep me busy. First, there are the phone calls, the mail, the emails, the reports to read, and other business issues. Then there is the Creno team-coaching. This is key, and means that I have to act as a close consultant to my top management team for various projects. As coach and CEO, I usually have to know “what should be done”. Finally, I have to communicate with those outside the company – industry professionals, customers, suppliers, bankers, professional organisations, etc.
What is the first thing you do when you sit down at your desk in the morning?
PH: The first thing I do is read my emails. Then I read the morning news, before getting some information on how the business is performing.
Do you prefer doing business by phone or via email, or both?
PH: Over the phone. However, I think many things need to be written down in order to be formalised and for thoughts to become fully organised. As the Latin saying goes: scripta manent, verba volent.
How many people are there on your team?
PH: There are around 2,500 people who are currently working within the Creno Group, including around 80 people at Creno’s headquarters in Châteaurenard.
How much travelling is involved in your work?
PH: I spend around one third of my time travelling.
Where have you been lately and where are you planning to go next?
PH: Recently, I have been to Morrocco. Next, I will be going somewhere overseas in order to help my seafood team organise fresh fish sourcing for the future.
What aspects of your job do you like in particular and what, if anything, would you change?
PH: I like my company and its unique nature. Creno has developed into a relatively large, structured and powerful organisation in the industry. However, Creno remains a very reactive company, whereas we would like to remain a group of entrepreneurs.
What do you normally do in order to unwind after a tough day at work?
PH: I like to go swimming or watch a good movie.
