At 42, Aurélien Houée, a 2006 PGE graduate from Grenoble École de Management, embodies a new generation of committed entrepreneurs, combining commercial expertise and social impact through WAF, an innovative structure founded in April 2025 to support responsible brands.
Based in Nantes with his family, Aurélien founded WAF, a committed platform that federates sales forces in the service of high-impact brands and young Food & Beverages nuggets.
His career in the FMCG world is as rich as it is inspiring.
Aurélien first helped launch Innocent Drinks in France, as Key Account Manager and then Sales Force Director. He then took over general management of the brand in Spain and Portugal, before returning to France to support the development of committed brands such as Oatly, Trip, Tony's Chocolonely and Heura, as outsourced General Manager.
With WAF, he is now applying his expertise to two complementary missions:
Structuring the first field sales team dedicated to impact, serving Oé For Good, Café Joyeux and Ramdam Social.
Provide outsourced sales management for emerging sweet brands such as Rebelle Snacks, Forest Gum and Pancracio.
Between strategic vision, operational excellence and social commitment, Aurélien Houée charts a singular course: that of a more agile, more collective business, resolutely focused on the common good.
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