Head of Arla Denmark explains that Arla Denmark has identified 10 major commercial targets aligned with Europe’s priorities. See figure 1. Many of these priorities have already been executed, as is the launch of Arla’s new organic ice cream ‘Arla Øko’. On its way is a range of fresh soups and ‘Arla Øko Cool Milk’, which is expected to hit the market in September 2017.
In the making As regards Arla’s expectations for the years to come good growth is key. The growth focus is split into four categories: Responsible Growth; Healthy Growth, Cooperative Growth and Natural Growth. Arla aims to take an even stronger position in the market as an innovative and responsible farmer-owned dairy company, which provides natural and healthy food to consumers and customers. As such the cooperate aims at engaging even further in the foodservice sector, as well as building on the current growth in e-commerce.
Arla Denmark’s 10 commercial priorities
Furthermore, Arla expects to continue the increase on brand sales in the years to come and has a declared intention of creating growth in the market and generate a stronger performance price for its owners in 2017.
Europe is key Although Arla has six strategic markets on a global level, Europe remains the key market with almost 80 percent of its total revenue. The main markets being Denmark, Sweden, Finland Germany, the Netherlands, and UK. Denmark and Sweden accounted for almost half of the raw milk inflow from Arla owners in 2016 (Denmark 34.2 pct., Sweden13.8 pct.). The UK, with 2.485 owners, is Arla’s biggest single market accounting for approximately 26 pct. of the total revenue with almost 75 pct. based on local milk and the remaining share from sales of imported products. Thus, Arla needs to focus on minimizing any potential negative impact of Brexit. In an effort to help this situation Arla
Jakob Bernhard Knudsen, Market Head of Arla Denmark.
has established a senior management taskforce to analyze and monitor the possible consequences as well as prepare the business to deal with the developments following the Brexit. ■
Castellocheeses
1. Make ecology big across all categories 2. Intensify the work around white milk, incl. lactose free and kefir 3. Expand Baby&Me, incl. ‘pouch’-launch 4. Expand ice cream-category with Arla Øko 5. Grow share of yellow cheese brands 6. Increase yoghurt-category through protein/skyr/new concepts 7. Make Lurpak Cooks Range a success and retrieve development of Kærgården 8. Make Arla Kids a success 9. Continue the leading BUKO-position within spread cheese 10. Establish the Castello-position within white mould cheese
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MÆLKERITIDENDE 2017
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