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EXCLUSIVE: ‘SHAMEFUL AND UNETHICAL.’ HEINEKEN, UNILEVER AND OREO MAKER MONDELEZ
ACCUSED OF BREAKING PROMISES TO LEAVE RUSSIA

By Matt Egan, CNN
Updated 4:27 PM EDT, Tue July 11, 2023
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New York CNN Business  — 

More than 1,000 major companies pledged to leave Russia after President Vladimir
Putin launched his devastating war in Ukraine, but some well-known firms stand
accused by researchers of violating their pledge.

Not every company on the list left, but more than 1,000 exited. That
unprecedented corporate exodus, championed and chronicled by Yale professor Jeff
Sonnenfeld, dealt a serious financial and symbolic blow to Moscow and the
Russian economy.

Now, as Russia’s brutal war in Ukraine blows past the 500-day mark, Sonnenfeld
and his team are naming and shaming a slew of companies they accuse of breaking
their promises to leave or at least drastically scale back their presence in
Russia, including well-known companies like Heineken, Unilever, Philip Morris
International and Oreo maker Mondelez.

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The Yale research, shared exclusively with CNN, is based on whistleblowers,
on-the-ground experts, students operating inside Russia, corporate documents and
news media reports.

“These companies are breaking their promises. They are functioning as wartime
profiteers,” Sonnenfeld told CNN in an interview. “It’s beyond disappointing.
It’s shameful and unethical.”

Sonnenfeld, who has testified before Congress about companies leaving Russia, is
not accusing these corporations of breaking the law. Instead, he argues that by
staying in Russia, they are breaking a moral code and simultaneously
“self-immolating their own brands.”

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“Consumers should realize that by supporting these companies, they’re endorsing
something that fuels Putin’s war machine,” he said.


‘IMPLIED ENDORSEMENT OF THE PUTIN REGIME’

The “poster child” for this problem is the popular Dutch brewing giant Heineken,
Sonnenfeld said.

In March 2022, just one month after the invasion of Ukraine, Heineken won praise
for promising to leave Russia. Yale even gave Heineken its highest grade of “A,”
reserved for companies making a “clean break” with the country, on its scorecard
of companies’ relationship with Russia.

However, 16 months later Heineken still has seven breweries and 1,800 employees
in Russia, according to Yale. Not only that, but Heineken has since launched a
series of new brands in Russia, gobbling up market share caused by the exodus of
other major beer brands.

“They are not pulling out. They are doubling down,” said Steven Tian, director
of research at the Yale Chief Executive Leadership Institute.

Yale has now downgraded Heineken to a “D,” finding that the company “continues
to drag its heels on actually exiting, under the guise that it is awaiting
Russian regulatory approvals for its sale to go through.”

By contrast, other major companies – including BP and ExxonMobil – took massive
writedowns to fulfill their commitments to leave Russia.

“It’s nothing but institutional inertia or ideological arrogance. It makes no
sense,” Sonnenfeld said. “The symbolism today is an implied endorsement of the
Putin regime.”

A view shows buildings destroyed by a Russian air strike, amid Russia's attack
on Ukraine, in Orikhiv, Zaporizhzhia region, Ukraine July 10, 2023. Head of the
Zaporizhzhia Regional Military Administration Yurii Malashko via
Telegram/Handout via REUTERS ATTENTION EDITORS - THIS IMAGE HAS BEEN SUPPLIED BY
A THIRD PARTY. NO ARCHIVES. NO RESALES.
Yurii Malashko via Telegram/Reuters

Russia's war in Ukraine

In a statement to CNN, a spokesperson for Heineken called the war in Ukraine a
“terrible human tragedy” and said the company is “committed to leaving Russia.”
Heineken said it has stopped selling the Heineken brand in Russia and found a
prospective buyer of its Russia business. However, that potential deal,
submitted to Russian authorities in April 2023, is still pending regulatory
approval, the company said.

“We expect a significant financial loss to the Heineken company. The local
operation is continuing so that the organization can protect the livelihoods of
our people by avoiding bankruptcy or nationalization,” Heineken said in the
statement.


UNILEVER ICE CREAM AND MONDELEZ SNACKS

In March 2022, snack and candy giant Mondelez promised to scale back “all
non-essential activities in Russia while helping maintain continuity of the food
supply.” Mondelez said it would focus its operation on “basic offerings.”

However, Mondelez – the company behind Oreo cookies, Triscuit crackers and
Nabisco snacks, says it still employs 3,000 people in Russia. The Yale research
said Mondelez shows “no tangible signs of progress towards exiting” and
continues to do business in Russia. That’s despite boycotts that have hit
Mondelez from European grocers and other companies refusing to order and stock
the company’s products.

Mondelez did not respond to a request for comment, but in a statement last month
the company said it has scaled down its activities and halted product launches
and ad spending in Russia.

Mondelez said it continues to reduce activities in Russia and expects further
drops in sales, adding that completely suspending its operations would mean
“cutting off part of the food supply for many families who have no say in the
war.”

Unilever, the company behind Dove soap, Ben & Jerry’s ice cream and Lipton tea,
pledged to only sell “essential” goods to Russia.

Yet Unilever is still selling Cornetto ice cream and other consumer goods in
Russia, according to Sonnenfeld’s team.

Oil pumping jacks, also known as "nodding donkeys", operate in an oilfield near
Almetyevsk, Russia, on Sunday, Aug. 16, 2020.
Andrey Rudakov/Bloomberg/Getty Images

The oil market is very chill about the chaos in Russia. Should it be?

Unilever declined to comment but referred questions to a February statement
where the company said it continues to “condemn the war in Ukraine as a brutal
and senseless act by the Russian state” but explained that leaving Russia is
“not straightforward” without handing the assets to the government or hurting
employees there.

The Kyiv School of Economics and the Moral Rating Agency, an organization that
tracks companies’ promises to leave Russia, estimate that Unilever’s support for
the Russian economy equates to about $712 million a year.

“A bar of Dove soap starts to look pretty dirty when there are enough of them
being produced to purchase a Russian tank,” Mark Dixon, founder of the Moral
Rating Agency, said in a statement last week.


NESTLE, WEWORK AND PHILIP MORRIS INTERNATIONAL

Much like Unilever and Mondelez, Nestle also pledged last year to only sell
“essential” products like baby formula in Russia.

Yet the Yale researchers found the maker of Kit Kat candy bars, Nescafe instant
coffee and Purina is still selling pet food, chocolate bars and other
nonessentials in Russia.

Nestle did not respond to a request for comment.

Despite its March 2022 pledge to get out of Russia, co-working giant WeWork
still allows users to book work spaces in Moscow.

In a statement to CNN, a WeWork spokesperson said the company still has “full
intentions to discontinue operations in Russia,” adding that it is in the “final
stages of our divestiture plans.”

Tobacco giant Philip Morris International said last year it was working hard to
get out of Russia. But today, Philip Morris International is one of the largest
remaining multinationals in Russia, with an estimated $2.5 billion in assets
including several plants there, according to the Yale research.

In a statement to CNN, a Philip Morris International spokesperson said the
“situation is complex” and the company is “constrained by recent regulatory
developments in Russia, including restrictive conditions that must be met for
any divestment transaction to be approved by the authorities – and restrictions
resulting from international regulations.”


FAST FOOD CHAINS STILL IN RUSSIA

Several American fast-casual chains are still operating in Russia, more than a
year after McDonald’s and Starbucks decided to exit the country.

Sonnenfeld’s team found that Sbarro Pizza still has a location operating in
Moscow that appears to be supported by a Russian-language website.

Sbarro did not respond to a request for comment.

American fast-food chain Carl’s Jr. still has a presence in Russia and even
showcases its food on a Russian-language Instagram page.

In a statement to CNN, Carl’s Jr. parent CKE Restaurants Holdings acknowledged
the company has 17 franchised restaurants in Russia but said they are all
independently owned and operated. Carl’s Jr. added that the Instagram page is
not owned or operated by CKE.

Likewise, Yale found that there are still independently owned franchisees of TGI
Fridays operating in Russia.

TGI Fridays did not respond to a request for comment, but in a March 2022
statement the company said only local franchisees can decide whether to stay
open, and pledged to donate proceeds from its franchisee fees to a group
supporting Ukraine and its refugees.

Some companies have defended their continued presence in Russia by citing a
desire to avoid causing more problems for employees and customers based in
Russia.

“This is one of those things that are easy to say but hard to do – and there is
a financial hit that can come with it,” said Tim Calkins, marketing professor at
Northwestern University’s Kellogg School of Management.

Calkins said there are a lot of concerns atop consumers’ minds right now and
this may not be one of them.

“I suspect companies don’t feel a lot of pressure to follow through on their
pledges,” he said.

Sonnenfeld rejects that argument, saying the goal of the corporate exodus is to
increase pressure on Putin’s regime. As a model, he pointed to the divestment
movement by major Western brands from South Africa in the late 1980s during
apartheid.

“The idea is to increase the level of discomfort,” said Sonnenfeld, “so they
start to ask who the author of their misfortune is.”


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