FrieslandCampina develops cooperative vision ‘2025 The Merits of Milk’

FrieslandCampina has launched its direction for the next few years with its Vision 2025 The Merits of Milk.

The board and members’ council of Zuivelcoöperatie FrieslandCampina U.A. have decided upon the direction of the cooperative with its vision ‘2025 The Merits of Milk’.

FrieslandCampina said it wants to create more value for its members, now and in the future, through a ‘distinguishing and progressive chain approach that is market-oriented, responds to the developments in society, and actively makes a contribution to reaching objectives with respect to climate and the environment.’

Response to changes

The reformulation of the vision has been driven by rapid changes in the market and in society, and the fast growth of the dairy farming sector in the Netherlands following abolishment of the milk quota in 2015, the cooperative said.

Central themes in the vision are “Value for us,” “Care for animals and nature,” and “Valuable within and for society.”

“Value for us”

The theme “Value for us” includes the discussion whether the cooperative should be supply-driven or market-driven.

FrieslandCampina said it will, together with the member-dairy farmers and other parties, try to see if new revenue models can be developed, for instance, with respect to the production of sustainable energy.

Working together with sectors other than the dairy farming sector can create possibilities for new joint ventures and revenue models, the cooperative said.

“Care for animals and nature”

The board of FrieslandCampina said it is of the opinion that it is important to keep taking responsibility and to remain in charge of further increasing the sustainability in the sector.

By doing so, the company said, it can prevent third parties, such as various authorities and levels of government, from issuing rules without involving dairy farmers.

Chair of the board, Frans Keurentjes, said sustainable development is no longer optional.

“Sensible production with respect for animals and nature is a prerequisite for keeping our milk appealing to customers and consumers, and it plays a major role in maintaining and improving the social basis for the dairy farming sector,” Keurentjes said.

“Valuable within and to society”

Keurentjes said the way the cooperative produces milk is just as important as what is produced.

“We want to ensure that the dairy farming sector and the cooperative are, and remain, an appreciated part of society,” he said.

Sustainability, biodiversity and the way we animals are treated are essential themes, he said.

“At the same time, it is important that organizations and consumers gain more insight into and more understanding of the working conditions of the farmers and why we make certain choices.

“Connection is essential here and this requires transparency and visibility.”

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