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When Le Monde exclaimed in a front-page headline: "Danone prepares to shed 3,000 jobs in Europe, including 1,700 in France", on January 10, 2001, Danone - France's Mark Hunter national 'champion' and one of Europe's biggest food and beverage firms - faced a major crisis. The announcement led to public and political protests, and a massive boycott of Danone's products.
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