Strategy: Better Together

Agrifirm wants to be there for every farmer

29 September 2017 - Wouter Baan - 17 comments

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.

Even more focus on total solutions

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.

Growing in China and Brazil 

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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Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness. He also focuses on dairy, pig and meat markets. He also follows (business) developments within agribusiness and interviews CEOs and policymakers.
Comments
17 comments
geert 30 September 2017
This is a response to this article:
[url=http://www.boerenbusiness.nl/video/bb-tv/ artikel/10876042/agrifirm-wil-er-zijn-voor-iedere-boer][/url]
impressive figures from Agrifirm, everything will be fine with the farmers
Dirk 1 October 2017
I suddenly miss the previous reactions here that were less friendly to Agrifirm.
If this forum isn't independent here, there's no point responding.
I can't wait for colored info
banner seller 1 October 2017
Well Dirk, such is this world.
Dirk 1 October 2017
Then I'll just stick to Farm Today.
The best banner seller is that simple.
Garssink 1 October 2017
Poor Dirk, every anonymous forum is colored. For example, most reviews are completed by the companies themselves and by competitors, according to research. Unfortunately, you can't do anything with it.
editorial farm business 1 October 2017
There are a number of rules about following the forum rules. including foul language and use of names. As a result, it has been decided to delete a number of comments. if these forum participants object to this, they can report to the editors
dirk 1 October 2017
Garssink, learn Dutch first dude.. By the way, you don't have to feel sorry for me.
And yes Garssink, if the truth is "edited" here, I have boerenbusiness nothing to look for. Waste of my money. Not interested. Just cancel my subscription. Mistake on my part and nothing more.
Joe 3 1 October 2017
Tomorrow I'll just report to the editors to cancel the whole thing, I can also use this forum without paying those errands from the coop above in the topic.
Drent 1 October 2017
Get the impression that there is increasing pressure at agrifirm on selling products without any reason, too often this just sprays on while the effect is minimal and I didn't use it at first
farmer beet 2 October 2017
Agrifirm is there for every farmer, but certainly for themselves
I've never been a member and never will be.
As an arable farmer, I always have the feeling that we are there for other sectors that mainly use compound feed.
grain comes once a year, compound feed on most farms every week.
Well what can you earn the most from?
Ack 2 October 2017
Just say sell your own products, a pool is nothing but selling all year round. They also dare to charge costs for this. While they often also sell to their own animal feed factories, they still call it market forces. The seller and buyer are the same company and sit together at one desk.
Tebben Torringa 2 October 2017
Agrifirm goes out into the wide world. Takeover in Uruguay (new 2016 harvest) "We already have 4 production locations in Brazil" I regret that the focus is on that. As a simple member and arable farmer, we would like to have the seed in the yard when we call in the morning. Agrifirm currently uses a delivery period of 14 days!! That is not going well, the service to the members has to come forward again in the priorities that are being made. The closure of branches in the delivery area does not contribute to this either. I don't really need a cooperative with branches in South America. I would like to be helped quickly if we are short of a few bags of seed. This cooperative goes far beyond the goals for which it was once founded.
joop 2 2 October 2017
Why does nobody print the article that is in the FD?
Then everyone can see that Agrifirm will not make it .
FD 2 October 2017
FD states that the chairman of the board believes that employees make 2 tons too little turnover per person. So it will become even more commercial
yup 2 2 October 2017
No , this means that they can not keep up with the competition . Comparable companies therefore have 2 tons more turnover per employee. But why isn't this in the magazines?
You come across the same meaningless article 4 times , well !
@ joop 2 3 October 2017
that is because this cooperative (?) does advertise in the agricultural trade journals and not in the financial newspaper.

Whose bread one eats, whose word one speaks..........
john 3 October 2017
if they turn too little turnover per employee, there is simply too much people walking around .. but actually that turnover per employee is just nonsense. A good team that gives sound advice where the return is paramount for the customer is of more added value than a large turnover.

we are moving towards a time where more relationships come directly, the trade flow no longer goes through the coop, but good solid advice, supplementary feeds, seeds and fertilizers are still necessary. Focus there and move away from bulk thinking.
peta 3 October 2017
The management would like to play big business with the money of the members. The feed factories in Germany where it was first profitable have just lost them, the next debacle has to be bought.
Simply serving the customers well, not too expensive and correct, that is where most companies get their continuity from by sticking to their core business and without megalomania.
It is up to the board to keep the board in line, and not to be caught up in sweet talk to stroke the ego of the board!
If there is a need to cut costs here, just cut the pseudo research device away. They show off not significantly reliable studies and their results that the members can't rely on, but cost a lot of money!
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