“How to create a strong community, where Arla farmer owners and consumers are joined together?”
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.
In short, we need a movement that can make all dairy farmers want to move in the same direction – a network /community for farmers so they can see the vision and become motivated. We have not yet cracked the code for what is the tipping point for this to happen. The key might lie in a combination of IT, culture, data, and organizational structure. A change of behavior is needed to create enhanced performance and create a closer relationship between dairy farmers and consumers.
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 have to 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 know that the use of data and IT systems can help boost the performance level, and we would like to help the dairy farmers take full advantage of the data available. With the current data we have available, we can analyze and forecast the dairy farmer’s performance – across the seven countries. We can use data to analyze best practices, become wiser about ourselves and each other. Within Arla we have a number of IT systems that the dairy farmer can use in everyday work and as a source of knowledge on better farming.
Right now we face the challenge, that we have some farmers who are very quick to respond to the market – and a large group that does not have the same view or attention on the importance of bridging the gap between farmers, consumers and trends.