Collaboration, knowledge sharing and responsibility are the keywords in Agrifirm's new strategy. With the theme 'Better Together', Agrifirm wants to help farmers and horticulturists with the development of their business, now and in the future.
According to Dick Hordijk, CEO of Agrifirm, everything has changed considerably in 10 years. "Efficiency is still important, but society is longing for more. Themes such as animal welfare and the responsible use of pesticides and raw materials are issues that need to be answered." In the new strategy, Agrifirm will fight for these kinds of challenges.
Total solutions
Agrifirm wants to focus even more than before on total solutions. In concrete terms, this means that the various divisions, such as Feed and Plant, will work together and exchange knowledge.
According to Ruud Thijssens, Director of Corporate Affairs at Agrifirm, this can mean for a cattle farmer that roughage and compound feed are coordinated. Agrifirm expects the new strategy to lead to member growth.
It will be emphasized even more to the outside world that brands such as Bonda, Oldambt and Nuscience are part of the Agrifirm Group. The bulk trucks are also given a new look and feel.
Connecting role
Agrifirm has a connecting role in mind in the food chain. For example in connecting producer, distributor, supermarket chain and consumer. Although, according to Hordijk, this does not necessarily have to lead to financial participation. Thijssens adds that Agrifirm will not become a consumer brand.
Royal predicate
Agrifirm has had the 'Royal' designation since 2012. Agrifirm wants to use this designation abroad for brand awareness and authority. Outside Europe, Agrifirm mainly wants to grow in Brazil and China. Within Europe, Agrifirm sees growth opportunities in Poland.
Finally, Hordijk emphasized: "We are an international cooperative with approximately 17.000 members, active in 16 countries, speak 14 languages and have more than 3.000 employees. Together we are Agrifirm."
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