As transitions accelerate, both on farms and across the food industry, Axereal is launching a major project to improve performance in its work with both farmers, on one hand, and consumers and citizens, on the other, to boost the long-term effectiveness of its business model.
An ambitious strategic project
“It is our responsibility to drive reorganisation in the agricultural sector, to move towards a more channel-based model. We have decided that the time has come at Axereal for a major shift in the way our agricultural business is organised, in our business policies, investment strategy, digitalisation and agronomic innovation to bring farmers better returns on their products and ensure consumers recognise the hygiene standards offered by our cereals,” announced Axereal Chairman Jean-François Loiseau.
The cooperative’s development will be centred on agronomic and digital innovation: capitalising on soils, rolling out alternative and combinatorial solutions with farmers, accelerating the decarbonisation of technical itineraries and striving for even more efficiency gains at origination facilities and on processing sites. We are determined to set the benchmark for co-building with farmers and our customers, at all levels from the most local to the most international, by accelerating the agro-ecological and digital transition.
“The cooperative’s direction will be guided by the new avenues we will offer farmers for securing the best prices for their production, and by excellence in our business units. The strategic shift that we are planning, in close collaboration with our elected farmer-administrators, will take us towards a stronger regional structure, a simpler sales policy with a more local focus, and recalibrated infrastructure,” explained Axereal CEO Paul-Yves L'Anthoën.
Axereal’s new model will be stronger, sounder and nimbler. The teams in the field will remain central to relationships with farmers. The cooperative will intensify its training provision, in particular to offer better support for farmers during the agro-ecological transition.
This strategic project, which has now been shared with the cooperative’s local governance structures and presented to employee representation bodies, and the reorganisations linked to it will be rolled out progressively. The project as a whole is expected to result in significant performance improvements, with a target of a €30m gain in competitiveness to offer better returns to farmers.