To revive sales, Jeff Harmening has helped steer company toward
natural foods
By Annie Gasparro and Joann S. Lublin
General Mills Inc. is grooming Jeff Harmening as its next chief
executive, putting an unflappable Midwesterner who bet on the
all-natural trend in line to run the struggling food giant.
Mr. Harmening, 49 years old, could succeed current Chief
Executive Ken Powell as soon as next year, say people familiar with
key decision-making at the Minneapolis-based maker of everything
from Bisquick to Yoplait.
General Mills wouldn't make Mr. Harmening available for an
interview or elaborate on its succession plans. But the 62-year-old
Mr. Powell acknowledged in an interview that his protege's
promotion last month to president and chief operating officer was a
step toward the corner office.
"The board considered multiple factors," Mr. Powell said of Mr.
Harmening's selection. "He's very good and successful, both in the
U.S. and importantly a couple other areas...he's got that global
piece."
In effectively anointing Mr. Harmening as its CEO-to-be, General
Mills has gone with a candidate whose career mirrors the path trod
by Mr. Powell. Like the current CEO, Mr. Harmening is back at
company's Minneapolis headquarters after spending several years in
Europe.
From 2012 to 2014, Mr. Harmening was based in Lausanne,
Switzerland, as president of Cereal Partners Worldwide, General
Mills' overseas joint venture with Nestlé SA.
His ascension comes at a time when General Mills like its
competitors is struggling to make some of its older brands
relevant. For instance, Betty Crocker cake mix and Hamburger Helper
meals are stuck in the post-World War II era, when shoppers were
driven by the novelty and convenience of packaged meals.Since
September 2014, General Mills has had to close factories and has
outlined plans to cut nearly 5,000 jobs, more than a 10th of its
workforce.
Mr. Harmening will be tested on how far he can extend the
successful turn toward natural foods. Already, he singled out
yogurt, a $2.8 billion line of products that drives 16% of company
revenue, as in need of a makeover during an investor presentation
last month.
Mr. Harmening, since his return, has helped spearhead General
Mills' acquisition of natural-and-organic food maker Annie's Inc.,
one of the sources familiar with the matter said. The $820 million
bet placed Annie's bunny-shaped pasta in more stores and expanded
the brand to yogurt, soup, pancake mix and more. the brand too
fast
The deal was pricey -- a 37% premium to Annie's stock. General
Mills drastically increased Annie's distribution in the first year,
but the company has to be careful not to expand the brand too
fast.
Last year, General Mills sold its Green Giant canned and frozen
vegetable business to focus on brands that catered to consumers'
hunger for fresh foods. Mr. Harmening drove that deal too, the
person familiar with the matter said.
Mr. Harmening's natural-food crusade also spilled into the
company's cereal business, to the delight of many investors.
removal of artificial colors in children' brands
U.S. cereal sales at General Mills rose in quarter ended May for
the first time in four years after he expedited the removal of
artificial colors in children' brands like Trix and made Cheerios
gluten free.
Now attention is turning to the dairy aisle.
The company's U.S. yogurt sales fell 9.3% in the year ended in
May, according to market research firm IRI, as Chobani Inc. and
other popular new yogurt brands snatched customers.
Mr. Harmening has said he would add organic options, smoothies
and new brands like Go Big, yogurt pouches for children who outgrow
its popular Go-Gurt tubes.
Mr. Harmening won over colleagues in Zurich during his tenure
there with his booming laugh and efforts to learn French. But his
disarming good humor belied a readiness to make tough decisions,
said Luc Imbert, who runs the continental European operations for
Cereal Partners.
"No one questioned who the boss was when Jeff was around," Mr.
Imbert said.
Mr. Harmening's early anointment could also create uncertainty
among other executives vying for the top slot.
People familiar with the matter said the other internal
front-runner for CEO position was Christopher O'Leary, chief
operating officer for General Mills' international operations.
With Mr. Harmening now second in command, Mr. O'Leary likely
will be offered a CEO spot elsewhere, said Sandra Davis, founder of
MDA Leadership Consulting, a succession planning firm that
previously advised General Mills. General Mills declined to comment
on Mr. O'Leary's behalf. General Mills directors, potentially,
could elevate Mr. Harmening as chief executive by the fall of 2017,
if they follow the same timeline they did with Mr. Powell a decade
ago.
But Mr. Powell may not be ready to step aside just yet. When
asked whether he would retire soon, Mr. Powell said, "Hell,
no."
"There is no required retirement age at General Mills," he
said.
Write to Annie Gasparro at annie.gasparro@wsj.com and Joann S.
Lublin at joann.lublin@wsj.com
(END) Dow Jones Newswires
August 25, 2016 02:48 ET (06:48 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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