Faced with repeated crises, Nestlé’s disastrous communication worries its employees

This year again, the Swiss group is on hot coals. It is being questioned in its first European market, France, for the health safety of its products. A shame for a company that has boasted for over a century of being at the forefront of safety and quality.

In detail, Nestlé was accused of defrauding the legislation on mineral waters as revealed by the joint investigations of the World and Radio France. The courts opened an investigation for “deception”, after revelations about the use by Nestlé Waters of water treatment processes (filtering, purification, etc.) strictly prohibited by law. By definition, natural mineral water cannot undergo treatment unless it loses this very regulated name.

Much more serious still, a report from the National Agency for Food, Environmental and Occupational Health Safety (ANSES), revealed on April 4, denounces widespread and large-scale pollution in all sources of mineral waters from the group in France (Perrier, Vittel, Contrex, Hépar). Reading the report which mentions the presence of eternal pollutants (PFAS, per and polyfluoroalkyl) dangerous to health, “multiple reports of contamination of fecal origin”, “the notable chronic presence of micropollutants”, some from pesticides, “regular microbiological contamination” (notably Escherichia coli) and “the absence of a parameter allowing the monitoring of viral contamination of water” is enough to turn any consumer away from these brands, which until now have been crowned with health benefits.

“The accusations are extremely serious and each time, the company demonstrates communication that is not very responsive, not very transparent and devoid of empathy,” laments a French executive who wishes to remain anonymous. When there is poisoning or risk of poisoning, an official reaction from the group is required during the day! The ambiguity and denial cultivated at the headquarters in Switzerland are increasingly difficult to live with for employees, including those responsible for communication. » A sign of this discomfort which turns into unease, the company has still not officially inaugurated its new French headquarters, installed for three years in a brand new building in Issy-les-Moulineaux (Hauts-de-Seine) . The Swiss group had decided to leave its previous headquarters in Noisiel (Seine-et-Marne), because it required heavy renovation investments and because it wanted a modern location, close to transport and attractive to young graduates. Bad luck, in the meantime the “employer brand” has suffered from repeated crises. And the real commitment of the multinational on a theme as noble as the place given to women, for example, has become inaudible.

In addition to the growing embarrassment of employees, the communication deployed by the company greatly annoys the public authorities. The firm deemed it useful to “wet” the government by explaining that it had warned it several months ago of its health safety problems in its water plants. “The civil servants and government officials who did not sound the alarm and appear to have endorsed Nestlé’s strategy of concealment are in their little shoes,” recognizes one of them. Like Nestlé management, they hope that the storm will pass on its own.

But it is playing a very risky game as crises are almost daily for the group, which will end up losing more than its image, the growth of its sales. In the meantime, the firm with its logo in the shape of a cozy nest is sticking to its positions: “Open communication with all of our stakeholders is essential for us,” says a spokesperson for Nestlé in France. However, we favor substance over form, and communication must only support a reality. »