Barry Callebaut leadership shake‑up
- Barry Callebaut replaced its CEO after strategic disagreements over cocoa operations
- Feld reportedly supported exploring a cocoa unit split despite board resistance
- The board initially considered separation but later withdrew its support
- Leadership change also stemmed from disputes around digital investment priorities
- Incoming CEO Schumacher must stabilise strategy and protect company reputation
Last month, the world’s biggest chocolate maker Barry Callebaut announced the appointment of its third CEO in five years – former Unilever chief Hein Schumacher.
Little information was given at the time as to why former CEO Peter Feld was to step down, only that the Board and Peter decided it was “the right time for a CEO transition”.
And all seemed amicable, with chairman Patrick De Maeseneire thanking Feld for “his immense work and leadership” and wishing him “all the best for the future.”
However, Reuters is now reporting that the decision followed a disagreement over a proposal for Barry Callebaut to separate its cocoa business.
According to sources close to the matter, members of Barry Callebaut’s board, including Maeseneire, opposed the plans.
“One reason for the departure was diverging views regarding the company’s future strategy,” the source told Reuters. “The CEO was open to considering a separation of the cocoa unit and a potential transaction, but for parts of the Board – led by the chairman – this was a non-starter.”
One of the sources said that Barry Callebaut’s board, which had “initially been more supportive of a split”, backed off from the idea. Both sides agreed that a change was needed, the source said, adding that there were also other areas of disagreement, including on the level of investment in digitalisation.
A pivotal moment for Barry Callebaut
For Barry Callebaut, the episode underscores a company at a strategic crossroads. The incoming CEO, Hein Schumacher, steps into a role that now comes with heightened expectations – to steady the ship, reassure investors and customers, and articulate a clear vision for how the chocolate giant balances its industrial cocoa operations with its value‑added chocolate business.
The debate around a potential split, even if now shelved, reveals deeper questions about Barry Callebaut’s long‑term identity.
Is the future in being a vertically integrated cocoa‑to‑chocolate powerhouse, or in focusing on higher‑margin innovation, specialty ingredients and premium confectionery solutions?
Schumacher will need to address these questions head‑on, and quickly, if the company is to avoid lingering uncertainty.
What happens next will be critical for the company’s global reputation. Barry Callebaut has built decades of credibility on scale, supply‑chain expertise and sustainability commitments. But leadership churn and strategic disagreement risk creating the perception of an organisation grappling with its direction at a time when the cocoa sector faces unprecedented scrutiny – from volatile prices to environmental concerns.
If Schumacher can stabilise internal dynamics, align the board behind a cohesive strategy, and demonstrate renewed commitment to innovation and transparency, Barry Callebaut has an opportunity to reinforce its standing as the industry’s anchor.
Barry Callebaut has not yet responded to request for comment.
