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Stordalen’s hotels will once again accept milk chocolate and fir clover. The CEO hopes more companies will join the boycott for longer.
The hotel group has been boycotting Freia’s owner Mondelez for a full year over its expansion into Russia.
Strawberry CEO Torgeir Silseth cited two reasons for lifting the boycott now. The first was Mondelez’s move to isolate its Russian operations from the rest of the group.
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– Mondelez already announced this last summer. What’s new?
– We have not experienced them implementing the plan in practice – They said they would do so. We have now received confirmation that the action has been completed.
– Could have achieved more
The second reason is that the boycott has lost its power.
– We have been involved in the boycott for a year now. We used to use force to exert influence, but then it lost its effect. It no longer has any effect.
Silces noted that a boycott is only effective if it has enough support.
– Otherwise, it will just be symbolic politics.
While Strawberry has continued its boycott after Mondelez took action and the Ministry of Foreign Affairs signed off on the recommendations and guidelines, others have stopped the boycott.
“We think we could accomplish more if more people stayed in it longer,” Silces said.
– What?
– We want them to exit completely. They did liquidate their entire business in Russia, like many others.
– What do you think of those who did not stick with the boycott?
– We have been engaged for a year, precisely because we want to show who we are and get results. We buy $5 billion of goods and services every year and want partners that reflect our values and worldview, he said.
– Then we knew it was controversial. We were criticized for it, and the people at Freia didn’t take it too seriously, but we believed that by taking a stand on the issue, we would be better off as a company. It’s easy to say, “We buy what we are allowed to buy and comply with the current regulations.” We dared to go a little further.
Freia’s PR manager Øyvind Olufsen said they were “very pleased to resume their collaboration with Strawberry”.
– Strawberry is an important customer of Freia in Norway and Marabou in Sweden, Finland and Denmark.
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Surveying
Silseth said Strawberry had “done a lot of work mapping the company’s suppliers” since the boycott of Mondelez last year.
The hotel manager said there were several important experiences in the past year.
– The debate about the role and responsibility of business in wars and conflicts has become a hot topic following Russia’s full-scale invasion of Ukraine. Now all eyes are on Israel’s war on Gaza, with some business leaders calling for a ceasefire in the Strip. The debate about the role and responsibility of business is important, and it’s not just about what stance business takes in conflicts around the world today.
Strawberry does not buy Israeli goods produced in the West Bank, Searses said.
By sharing lists of items sourced from conflict-prone areas, he hopes to contribute to better procurement practices in the Nordic region.
– The goal is to share experiences and Strawberry will be able to better evaluate our range of suppliers on an ongoing basis.
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