Challenge: “Create scenarios and innovative ways for Arla to develop a 4.0 community/movement, for Arla’s dairy farmer-owners, making them see and understand the importance of embracing consumer needs in a consumer driven market.”
Arla has 11,200 farmer owners living in seven countries. They supply the raw milk to Arla and Arla’s consumer products. As both suppliers and owners it is important for every farmer owner to understand the democracy in the coop and the importance of developing the best brands and products for the consumers. But in a busy everyday life the end user can seem far away for the farmers: Daily operations is in focus and the outside world and its needs too often become secondary to the farmer.
Farming life is not necessarily the same everywhere. Different cultures and traditions in different countries must be considered. With 11,200 farmers in seven countries – this provides very different approaches and perspectives on how to farm and how to connect with consumer trends. Some farmers are quick to react to new trends, while others do not have the same perspective and focus.
Technologically, there are big differences between the dairy farmers in the seven countries as well. Some do not own a computer, while others have a very modern set up with IT as a natural part of their production system.
We challenge you to create scenarios and innovative ways for Arla to develop a 4.0 community/movement, for Arla’s dairy farmer-owners, making them see and understand the importance of embracing consumer needs in a consumer driven market.
Arla Foods is a Danish-registered international dairy group. The company is a cooperative and got its current name after a merger between the Danish ‘MD Foods’ and the former Swedish owned ‘Arla’ in 2000, later the Group has grown extensively through mergers in the UK, Germany, the Netherlands, Belgium, Sweden and Luxembourg. In 2013, Arla Foods had a turnover of 75 billion DKK and a volume of milk totaling 13 billion kg. Arla Foods have more than 19,500 employees in more than 10 countries, making it Europe’s fifth largest and the world’s sixth largest dairy group.