Interview Job Westerhoff
'TrackEasy is a bull's eye for FrieslandCampina'
At the beginning of August, dairy cooperative FrieslandCampina launched the TrackEasy campaign in Hong Kong. Job Westerhof from Wachtum (Drenthe) is 1 of 10 member dairy farmers who give Asian consumers a look at their dairy farm by means of a QR code.
The TrackEasy campaign was launched at a major baby expo in Hong Kong. Westerhof was there last week at the invitation of FrieslandCampina to tell more about his company and his production method. "That was a fantastic experience. People were really interested in our story and our company."
Can you explain what TrackEasy is exactly?
"The TrackEasy campaign was set up for Friso Gold, FrieslandCampina's baby food brand in Asia. A QR code will be placed on the bottom of the Friso Gold cans of baby food. When consumers scan the code, they see the origin of the product. This is very detailed, from the farmer to the milk truck, from the milk truck to the factory, from the factory to Asia and in addition, the quality controls are also highlighted. All information is also provided with the date on which a certain process was started/ended. they get to know the people behind the product: the dairy farmer and his family, the driver, the production employee."
How did this concept come about?
"In Asia, great value is placed on quality, transparency and trust when it comes to infant nutrition. Mothers in those countries opt for honest products and brands that provide a lot of information about the origin. In Asia, a lot of infant nutrition is also imported and many mothers want can check whether it really is as fair and sustainable as it is said. This concept fits in perfectly with that."
So your company is showcased to the Asian consumer. What will they find out?
"There are 10 FrieslandCampina member dairy farmers (spread throughout the Netherlands) who are participating in this project. If a consumer scans QR code, it is possible that the product comes from my company. They then learn the story behind my company and can view various data, such as how many hectares we have, how many cows we keep, a 360-degree photo of the meadow (with the cows outside) and what we do to keep our cows as healthy as possible. described, because a lot of value is attached to it in Asia."
What is the added value of TrackEasy for you?
"TrackEasy provides just that little bit of extra information about how we work as Dutch dairy farmers. I think that's a wonderful idea. In this way we can show that we want to supply the best quality in a sustainable and healthy way. FrieslandCampina is unique with this project, which is fantastic. Of course it also offers many educational benefits, because in this way we can interpret the entire process in an interactive way. Perhaps the mothers in those countries will then pass that knowledge on to their children."
How are the first reactions?
"The first reactions are only positive. I was allowed to tell my story at the expo in Hong Kong and it was really special to hear how enthusiastic the people there are about the commitment and passion of Dutch dairy farmers, especially with a view to the family business. That feeling is also what we want to pass on to the consumer. It was also wonderful to see that the Friso employees are so driven and proud to sell FrieslandCampina's product."
What is the plan for the rollout?
“In October, TrackEasy will be launched in China and by 2020, the campaign will be expanded to more than 25 countries where the Friso brand is sold. There are many baby food brands in the Asian market, which means there is a lot of competition. TrackEasy is really a hit in my opinion in the bull's eye for Friso and FrieslandCampina. We are the only ones who interpret the story so specifically. I therefore expect it to resonate well with Asian consumers."
Do you think something like this is also feasible in the Netherlands?
"I dare not say that. In the Netherlands the standard is already very high, and that is also assumed. The consumer trusts that the quality is good. This is something that the Dutch dairy farmers also do their best for. the people where the product comes from, for example because they often come across a dairy farm.We also try to tell the consumer the story through 'the Campina open farm days', so it is easier here to show how well our cows are doing and where the product comes from. That doesn't apply in China. They don't see what has happened before the product is on their shelf."
Kimberly Baker
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