The new president of Royal Canin France accepts it: “I want the brand to regain its leading position”

Originaire de Lunel, le nouveau président de Royal Canin France Cédric Malié porte des ambitions fortes. Royal Canin – Thibaut Motte

Le nouveau président de Royal Canin France et Lunellois d'origine, Cédric Malié, évoque ses ambitions et la stratégie portée par la marque historiquement implantée à Aimargues.

What was your background before taking over the presidency of Royal Canin France ?

I have dual medical and commercial training, with 28 years of experience in the world of health. I spent 20 years in the pharmaceutical industry, 7 years in the "medical device" (medical devices, Editor’s note). I am a hands-on man, who started as a salesperson before climbing the ranks, until recently occupying positions where I had global management of ;a "medical device"organization, with around thirty subsidiaries and products marketed in more than 200 countries.

Why did you accept the Royal Canin challenge ? 

I am approaching my 50th birthday, and there was a desire to stay in the world of health, but to find a regional foothold. I was given the opportunity three months ago to join Royal Canin to re-engage in dynamics and participate in the development of the group. Being from Lunel, it was a very emotional reflection and, in view of what Royal Canin is, an exceptional opportunity to participate in its development.

"Leaving Aimargues ? No, we believe enormously in the strength of DNA"

What does the Royal Canin brand represent today ?

It’s 8,000 employees, 500 experts (veterinarians, scientists, nutritionists), 16 factories, more than 750 products. At the France subsidiary, this represents 400 employees and 12 customer service centers. Aimargues is certainly the original headquarters of Royal Canin, but today, it is a global headquarters, where we manage 64 subsidiaries and where we have the global research and development center which formulates the   rsquo;set of recipes. It is a global innovation center.

Is the question of leaving Aimargues for a more “prestigious” has already been asked ?

We believe enormously in the power of DNA. I don't think it's another site that could add prestige to the brand. It all started from Aimargues in 1978 with Jean Cathary and it was from Aimargues that we succeeded in building this influence. Montpellier and Nîmes are two extremely important crossroads in the south of France. Our location is strategic, with an airport, certainly small in Montpellier, but international; a TGV line, motorway and maritime transport routes. Our regional roots are Royal Canin’s strength.

With what objectives do you arrive at taking charge of the French part of the company ?

My goal is to enable Royal Canin to regain its place as a leader in animal health and nutrition, in an environment that is, today, extremely competitive. For this brand which was created in France, which has made its reputation on innovation and in particular by imagining, in a pioneering way, all the ranges adapted to the specific needs of animals, I have, firstly, committed to continuing development while remaining faithful to the group's original mission: creating a better world through animals. This will involve continued investments in innovation; to guarantee standards of excellence to the group and continue to help our animals have a better and longer life.

Innovation, research and development

By what means ?

For this, we have action in favor of sustainable development, which aims to continue, amplify and ensure viability and the future for future generations. But also by investing: over the last three years, we have invested more than 14 million euros; on the Cambrai factory, 13 M€ in Aimargues. On the campus itself, it's more than 3 M€ and 4 M€ in research and development. And these are investments that have been renewed from year to year. In 2023, it's more than 12 million euros; on the Aimargues factory, 3 M€ on campus, 1 M€ on the French market and more than 5 M€ in R&D, kennels and laboratories. We have a desire to invest in Aimargues and Cambrai, on three axes: innovation, improvement of standards in terms of food safety and environmental footprint. And also modernize production equipment. We are also investing in well-being at work for our employees: this year, it was a sports area, the expansion of canteens and rest rooms, we also dedicated a breastfeeding room, and encourage the support of animals at work. We also have an osteopathic nurse and psychologist on campus if needed. We also have reserved places in a crèche for associates. And for 3 years we have created and developed a foundation.

How do you view your competitor Virbac, which will set up a factory in the Mitra area of ​​Saint-Gilles ?

I'm not talking about a competitor, but a market player. It is a historic piece of the region. Any investment by a market player is beneficial to the economic emulation of the region and the development of our activity.

"Food and health are closely linked"

What is strongly feared by the future residents of Virbac and which Royal canin is criticized for, is a problem of odors. Are there any tracks investments planned on your side ?

This is something we have and are working on a lot. When I talked about investments in safety and quality, this is part of it, particularly in the work of developing the factory through the silos. This is taken into account every year and during each investment cycle. But in any food factory anywhere in the world, zero odors do not exist. However, we work a lot with the surrounding municipalities, with surveys: the inconvenience is really minimal. We have no pitfalls, no returns.

Today, the price of kibble, between supermarkets and specialized stores, can go from simple to fivefold, with prices which, like other products, have increased significantly. How to be sure that you are feeding your pet well by giving it Royal Canin ?

Royal Canin has always had the objective of providing health through nutrition. We have significant power in animal health, through the historic commitment to nutritional excellence and the promotion of companion animal welfare. Food and health are closely linked. Coming from the human health sector, the words of Hippocrates sum it up perfectly: let your food be your only medicine. This is exactly the commitment that Royal Canin wanted. Hence the constant investments in research and innovation to improve products. We are one of the rare companies to invest so much in these sectors. But your question also highlights that education and awareness for owners is extremely important, particularly in terms of nutrition. Today, Royal Canin is recognized worldwide, thanks to its research and innovation, with the best products that can be found on the market.