THE new tough-talking boss of Nestl Rowntree today sent out a bold challenge to his workforce - make more money and your jobs are safe.

Speaking exclusively to the Evening Press about his vision for the York factory, managing director Chris White revealed that the most pressing target was to regain second place from rival Mars by the end of the year.

He warned that failure to do so "doesn't exist as an option".

Mr White, 42, a New Zealander who lives in Harrogate with his wife and two children, immediately caused controversy after joining the company in December from Nestl Australia.

In a memo to senior managers - leaked to the Evening Press - he called on them to sell more chocolate at higher prices to make more money.

But shop floor workers felt the memo was "insensitive" in the light of the recent announcement to axe 150 process jobs.

Mr White defended the strategy, saying increasing revenue was the only way to guarantee the long-term prosperity of the factory.

"There shouldn't be anyone in our organisation who is incapable of understanding that strategy," he said.

"It's not about making more money at the expense of the people on the factory floor. It's making more money so we can create more jobs and keep people in stable employment."

The company lost half of one per cent in market share last year, putting it marginally behind rival Mars for the first time in years.

Mr White admitted that he was disappointed with sales of Kit Kat and was committed to "re-establishing the consumer's relationship with some of our key brands".

Asked what he thought of his nickname of 'The Bulldozer', Mr White said: "It's probably true.

"I do sort of roll over people that get in the way or slow us down."

But the new chief - a rock fanatic who keeps an electric guitar in his office - says he is keen to hear employees' suggestions.

"What people think on the shop floor is actually a good barometer for the way the business is, because it's usually incredibly accurate," he said.

Updated: 10:46 Friday, February 06, 2004