Following a tough year, Arla is adopting proactive measures to reinforce its leading position in a market that was characterised by strong price competition.
”The objective is to achieve the highest possible milk price for our farmers in a very price-conscious market with substantial and rapid fluctuations,” said Arla Foods’ CEO, Peder Tuborgh. “During the past year, we’ve put considerable effort into the savings programme and have been dealing with the implications of the global economic situation. During 2010, we will again show our customers and consumers what Arla stands for and what we can and want to achieve.”
He said the investment behind Lurpak and Castello will proceed at full speed, helping to move more of Arla’s raw milk from industrial to value-added products.
The Arla brand and the concept ‘Closer to Nature’ will also be highly visible in 2010. This will require a huge marketing effort, which is reflected in an increase in the 2010 marketing budget by about 30%.
Source: Arla Foods
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