John Sheppard, Icelandic Glacial

Filed by Hannah Green

What is your primary role at Icelandic Glacial?

John Sheppard: As the new CEO of Icelandic Glacial, my mission is to inspire and enable others to do their absolute best together, and to realise a meaningful and rewarding shared purpose. Our success will be based on our ability to work under difficult, changing conditions and translate strategies into tactical actions decisively, rapidly and effectively.

What do you think it will be like working with Jon and Kristjan Olafsson?

Sheppard: Jon and Kristjan are the entrepreneurial founders of the company and remain an integral part of our vision as we go forward. Their drive and spirit have allowed this company to get to the stage we are at today, and by working together we will take the business to the next level.

What has been your biggest mistake so far during your career?

Sheppard: My biggest mistake was in leaving one executive in a job for several months too long. He wasn’t qualified for the job, but I hesitated because I felt that the board had strong ties to him and thus I didn’t move quickly enough. Once I made the move, the board realised that it was the right decision and everything worked out well.

What career achievement are you particularly proud of?

Sheppard: Working for Coca-Cola when I was president of the Poland operation and based in Warsaw, we were able to take the company from less than a million cases to over 50 million cases in two years. And we significantly changed the market share such that Coke went from a 2:1 negative position to a 3:2 positive position during the same period.

Your former employer, Cott Corporation, has appointed five CEOs within a span of less than five years. What are your thoughts on this?

Sheppard: Cott can be a great company once again. Stability is key and to ensure that the board gives the CEO the flexibility to make the necessary changes. The move to try to become a ‘branded company’ overnight was perplexing, but it appears that the board now realises that and is trying to get back to where the company was three years ago.

Can Icelandic Glacial reach its potential in the US and overseas?

Sheppard: I think Icelandic Glacial can continue to grow in North America, expand overseas and exceed most people’s expectations. The key to future success will be to stay focused on aligning our people, plans and practices around a shared purpose.

Icelandic Glacial already has a superb distribution in the US with our Anheuser-Busch partners, and great growth prospects around the world. We produce a great product with award-winning packaging using water which is industry leading in quality. Plus, we have unsurpassed environmental credentials and passionate company founders leading a great team forward.

With a stand at Gulfood, it’s obvious that Icelandic Glacial is eyeing opportunities in the Middle East. What progress has been made so far?

Sheppard: We’ve made progress in the Middle East – however, it’s in the early stages and therefore I can’t divulge details at this point. We’ve made some solid contacts in the region and, once finalised, we’ll be in a position to share additional information.

What’s the worst drink you’ve ever drunk?

Sheppard: Fermented tea. Apparently it’s considered a ‘luxury’ drink by many.

John Sheppard is CEO of Icelandic Water Holdings, producer of Icelandic Glacial water.