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Purpose Driven MarketingOpportunities & Obligations
Name Berndt KoddenManaging Director Branded NL
Organisation Friesland Campina
Event name IDF World Dairy Summit
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Opportunities & Obligations
What is our purpose?
Who are we?
How to drive the purpose?
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3nd largest dairy cooperative in the world● 6th processor of milk globally ● 19,000 member farmers NL, D, B ● 22,000 employees● Annual sales EUR 11.3bn (2015)● Factories in 34 countries● Export to 100 countries● 13,500 dairy farms: 10 bn liters milk
A global player in dairy ‘from grass to glass’ with a history of over 140 years
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Opportunities & Obligations
What is our purpose?
Who are we?
How to drive the purpose?
Nourishing by Nature
…a good living for our farmers…
● Be an attractive cooperative for our member farmers
● Provide dairy development support in selected areas to increase yield, safety and quality of milk and farming
● Enhance attractiveness for young farmers
Better nutrition for the world…
● Provide food for the growing population from 7 to 8.5 billion people in 2030
● Optimise nutritional value of our dairy products
● Provide affordable nutrition in selected markets
…now and for generations to come
● Invest in the long term growth and health of the company
● Grow in a climate neutral way
● Reduce the usage of scarce natural resources
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Opportunities & Obligations
What is our purpose?
Who are we?
How to drive the purpose?
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Relevance through purpose for multiple stakeholders
to consumers’ health & wellbeing
to society in general
to the nationaleconomy: jobs export
to the planet & theenvironment
to the UN global dev. agenda (SDG’s)
to customers
to shareholders(member-farmers)
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Opportunities & Obligations
What is our purpose?
Who are we?
How to drive the purpose?
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Purpose into action
Purpose
Our unique milk chain
Nourishing by nature:Better nutrition for the world and a good living for our
farmers , now and for generations to come
Leverage our Dutch dairy heritage and unique milk chain in a sustainable way to win the hearts and minds of our key consumers and customers
Nourishing by Nature themes
Better products
Transparent nutrition labeling
Lifestyle education on diet & exercise
Strategic pillars
Sustainable sourcing
Climate-neutral growth
Meadow grazing Biodiversity
Better nutrition for the world Good living for our farmersnow & for generations to come(operate in a sustainable way)
Responsible marketing
Animal health & welfare
Optimal milk valorization
Economic performance & profitability
Improved skills & knowledge in DDP
Improved milk quality and quantity in DDP
Sustainable production
Corporate governance, CSR implementation teams
Dairy Sustainability Framework, Stakeholder dialogue, partnerships, external reportingBusiness foundations
Health & safety, employee engagement, member farmers engagement, CSR Training programs, NbN Award
Product quality and safety, minimum standards, supplier code, business principles in Compass
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Purpose: Opportunities & Obligations
.. in a sustainable way to win the hearts of consumers
• Separated collection of cartons
• Easy Fold packaging to make it easier to empty packs to reduce food waste
• Target 2016: all cartons bio-based- most sustainable carton- 20% less CO2
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Purpose: better together…
…a good living for our farmers…
● Be an attractive cooperative for our member farmers
● Provide dairy development support in selected areas to increase yield, safety and quality of milk and farming
● Enhance attractiveness for young farmers
…now and for generations to come
● Invest in the long term growth and health of the company
● Grow in a climate neutral way
● Reduce the usage of scarce natural resources
…better nutrition for the world
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FrieslandCampina’s Dairy Development Program supports the development of local farmers
• Enabling 40,000 dairy farmers to optimize their business to raise income and bring dairy production to a higher volume and quality
• Sharing knowledge and experiences with local dairy farmers to further develop dairy farming in Asia and Africa.
• Creating added value for local dairy farmers, local, central and regional authorities, member dairy farmers and local communities.
Various forms of cooperation possible
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Nourishing by Nature
…a good living for our farmers…
● Be an attractive cooperative for our member farmers
● Provide dairy development support in selected areas to increase yield, safety and quality of milk and farming
● Enhance attractiveness for young farmers
Better nutrition for the world…
● Provide food for the growing population from 7 to 8.5 billion people in 2030
● Optimise nutritional value of our dairy products
● Provide affordable nutrition in selected markets
…now and for generations to come
● Invest in the long term growth and health of the company
● Grow in a climate neutral way
● Reduce the usage of scarce natural resources
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Purpose: Opportunities & Obligations
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