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Rabie H Issa
Managing Director & CEO
The food and beverage industry is one of the worldʼs most dynamic and essential sectors. It is where tradition meets transformation, and every decision has the power to shape not only markets but also societies. As global consumers become more conscious about health, sustainability, and transparency, the industry must continuously evolve to stay relevant, balancing innovation with responsibility, convenience with quality, and efficiency with ethics. In this landscape, visionary leadership is more important than ever. At the helm of La Vie, Vietnamʼs leading bottled water brand and a key member of the Nestlé Waters global family, Rabie H. Issa is redefining what it means to lead with purpose. More than a seasoned executive with nearly three decades in the sector, Rabie is a passionate advocate for sustainable growth, people-centered leadership, and operational integrity.
Under his leadership, La Vie has emerged not only as a category leader in quality but also as a front-runner in environmental and social stewardship. Rabieʼs approach blends strategic foresight with human empathy, from reducing plastic waste and investing in renewable energy to empowering employees and forging partnerships that uplift communities.
In this exclusive interview, Rabie H. Issa shares his leadership journey, guiding principles, and vision for a food and beverage industry that puts people, planet, and performance on equal footing.
Having worked in the food and beverage industry for nearly two decades, how would you describe your journey to leadership? What core mantras have carried you through?
I started as a salesman. That gave me a firsthand understanding of every step in the business. As I climbed, I gained more than skills. I gained perspective. The higher you go, the more focus you need. My mantra is simple, “The higher you climb, the harder you can fall”. So stay sharp, and stay grounded. Success is not about moving fast. It is about moving with purpose.
Could you tell us about your leadership style? What guides the way you lead your team?
To me, leadership is not about titles. It is about vision, clarity, and empowerment. A strong leader sets a clear direction, aligns the team with purposeful goals, and trusts people to take ownership. When your team sees that you lead with intention and integrity, they respond with commitment, not just compliance.
I sometimes say, with a bit of irony, that there is no “I” in leadership. Of course there is. But real leadership is not a solo act. The best results come when we move as one, navigating uncertainty, overcoming setbacks, and celebrating progress together. That spirit of cohesion is what transforms a group of individuals into a team that can achieve extraordinary things.
What steps do you take to ensure that value is genuinely shared with stakeholders and society?
It starts with people. Whether they are customers, partners, or part of the broader community, shared value begins by putting them at the center of everything you do. You must understand their expectations, then shape your strategy to meet not just their needs but also their aspirations.
No matter what you offer, a product, a purpose, or an idea, the focus must be on creating relevance. People only engage when they see real meaning and alignment with their values. Shared value is about giving people a reason to care and a reason to believe they are part of something better.
What actions do you take to ensure your business benefits the environment?
At La Vie, environmental responsibility is not a checklist. It is a mindset. In the water industry, we understand that our operations must align with protecting nature. That is why we have made bold commitments, from reducing virgin plastic to driving the transition toward recycled and rPET materials. We are not just keeping promises. We are exceeding them.
But sustainability does not stop with packaging. Water regeneration is central to our mission. What we take from nature, we must give back. This applies across all our operations, from bottling plants to coffee Factories.
Together, we can achieve our goals, and the more united we are, the more powerful we become
We are also addressing CO2 emissions by transitioning to hybrid fleets where possible and powering our facilities with solar energy to reduce our footprint.
This is not an individual effort. As a board member of PRO Vietnam, we are part of a collective movement pushing the industry forward. Leadership today means taking action, having influence, and setting an example. We are proud to live that commitment every day.
What are your expectations for future market trends and opportunities?
If I had to distill it into one belief, it would be this, never compromise on quality. Whether it is for a consumer, a supplier, or society as a whole, what we deliver must always be a great product, crafted with care and integrity. That is how we build lasting trust. Quality is more than a feature. It is our identity.
At La Vie, especially in the water space, our commitment to excellence speaks for itself. In a rapidly evolving market, that consistency becomes our greatest competitive advantage.
What does your future roadmap look like, and where do you see yourself in the coming years?
This journey began for me 27 years ago, and I see the road ahead with the same clarity and purpose. The key is not just personal ambition. It is people. When you focus on empowering others, you unlock a force greater than yourself. That is when real possibilities emerge. The future, for me, is about building diverse, expert teams. Each member is a leader in their own right. Like an orchestra or an elite unit, we move together, and every role is essential to the whole. Whether in supply chain, marketing, HR, or innovation, our strength lies in shared excellence and shared responsibility. We cannot predict every twist in the next five or ten years. But with the right team, united by vision and values, there are no limits.
Rabie H. Issa , CEO & Managing Director, La Vie
With nearly 30 years of experience in the food and beverage sector, Rabie H. Issa serves as the CEO & Managing Director of La Vie. He is recognized as a visionary leader who champions ethical, high quality, and sustainable business practices. Under his guidance, La Vie has become Vietnam’s market leader in bottled water. Rabie emphasizes environmental stewardship, employee empowerment, and strong collaboration as the foundation for long term success.