Each issue we ask industry leaders about their working life. This month we talk to the CEO of Frucor Suntory Darren Fullerton.
1 Tell us about your current role?
I am the CEO for Frucor Suntory, one of the leading beverage manufacturers in Oceania. Our 1200 people manufacture, market, and distribute more than 20 brands including V Energy, BOSS Coffee, Maximus, NZ Natural, and Just Juice.
In New Zealand we have long standing partnerships with PepsiCo and Sanitarium, offering end to end solutions for their beverages including Pepsi Max, Gatorade, and Rockstar.
2 What has been your greatest achievement to date?
It would definitely be the launch of Red Rock Deli Chips – one of the great snack brands launched in the last 20 years. I was on the original project team in 2001, and led the NSW test market in 2002, which eventuated in PepsiCo’s significant investment in the world’s first continuous kettle fryer and a full-scale launch. Today, it is amazing to reminisce on those humble beginnings when looking at what a FMCG powerhouse brand it has become.
In my two years at Frucor Suntory, I am incredibly proud of the belief we have built in the Oceania business and the growth trajectory we have demonstrated. With that belief behind us, we have secured more than $400 million to invest in a state-of-the-art greenfield beverage facility that will serve us long into the future and open up new avenues for growth.
3 What was your biggest mistake and what did you learn?
A big lesson I learned early in my career was to embrace the unique characteristics in each market and that a one size fits all approach doesn’t work. That’s particularly important when you look at Australia and New Zealand – the cultural nuances, the market dynamics, and the consumers all have their own unique context, and you need factor this carefully into your business plans.
At Suntory we talk about being “gemba centric”, a Japanese term which encourages you to keep consumers and the market at the centre of your thinking.
4 What would you tell your 25-year-old self?
Dream big and realise anything is possible. “Yatte Minehare” as we say at Suntory!
You also need to learn that everything is about balance, it keeps you connected to the things that matter. The health, family, work trifecta will become sacred to you in fuelling your life and keep your energy high.
5 What is one goal you still want to achieve?
We are proud to be part of Suntory Group, an international multi-beverage business focused on ‘Growing for Good’ through our 300 brands in over 120 countries. Our Oceania business has so much growth potential. I strongly believe that with our brands, our highly talented people and capabilities it can be the centre piece for Suntory Beverage & Food in the APAC region.
This article first appeared in the June edition of Food & Drink Business magazine.
