• Discovering the Origin Allows Customers to See Where Their Milk Comes From

    The Dutch milk cooperative FrieslandCampina boosts its approach of transparency and pride in communications with its consumers around product origins using GE Software.

Marketing and production in successful collaboration

Most applications of Novotek, a GE Intelligent Platforms channel partner , are deployed in production environments with the aim of producing more efficiently and reducing costs. FrieslandCampina refreshed this approach with a new application – Proficy* software from GE’s Intelligent Platforms business 

 

Proficy helps consumers discover which farmer their milk comes from. The transparency about the origin has contributed to its Campina Boerenland and Zuivel Zuivel brands performing better than comparable products on the market.

 

Edwin Crombags from Marketing and Joost Dijkstra, Brand Manager at FrieslandCampina, are pleased with these positive results.

Proficy helps consumers discover which farmer their milk comes from. The transparency about the origin has contributed to its Campina Boerenland and Zuivel Zuivel brands performing better than comparable products on the market.

How it works 

Actually, it is a very simple system. In production, each time the milk is transferred from one location to another, this is recorded automatically. In the packaging department, a production code is printed that links the milk and the farmer. The consumer can then discover online via a website which farmer delivered the milk that’s in the purchased product. 

 

Local produce made transparent 

Crombags explains, “Campina Boerenland is sold in the supermarket and in the out-of- home channel and is positioned as dairy with the pure and rich taste of the farmland. We want consumers to have transparency in how the product is made and where the milk in the product comes from. This is the reason that we have made this step from a marketing perspective and invested in this application.” 

 

Crombags adds, “Zuivel Zuivel is sold in organic retailer stores. The products are organic or have biodynamic quality. This gain is endorsed by the labels Skal (biological) and Demeter (Biological dynamic), but even more by the farmer who talks about the way he works.” Zuivel Zuivel has the added value that the consumer can return to the origin of the product, to the farmer, and his way of working. 

 

“We can take the consumer to the source because our milk comes from Dutch farmers who are members of our cooperative, FrieslandCampina. This approach of transparency and pride in the product fits in the cooperative philosophy—a force that we use in communicating with our consumers,” says Dijkstra. 

 

Introduction system brought more than expected 

The introduction of the system went as expected as FrieslandCampina already had experience with Novotek. Of course there were setbacks and some teething problems at the start, but the dairy company is where it wants to be now. 

There was also a positive side for production since the application ensures that there’s less work for tracking and tracing. The new system makes it easier to gather the necessary information about the origin, driving transparency.