FrieslandCampina streamlines sales organisation for branded products

1 March 2012

From 1 March, FrieslandCampina will set its first step in merging the Dutch sales operations of all its consumer brands into a single sales organisation. By merging six sales departments, FrieslandCampina aims to streamline and further improve its services to supermarkets. With more than twenty brands FrieslandCampina is the leading food supplier of branded products to supermarkets in the Netherlands. Two weeks ago, Campina for the tenth time in a row was proclaimed the leading premium brand in the Netherlands and also seven other brands of FrieslandCampina, including Milner, Mona, Chocomel and Appelsientje, are listed in the Brands Top 100 that market research SymphonyIRI published annually. The integration of the sales organisations will be completed by 1 January 2013. From that date a retailer will deal with a single team that is responsible for FrieslandCampina’s full Dutch brand range.

From 1. March FrieslandCampina will start by combining the sales and shopper marketing activities of all cheese and butter brands. The brands involved are Milner, Frico, Slankie, Monchou and Botergoud, which come under the business group Cheese, Butter & Milk Powder.

The integration of the brand range of the Benelux organisation and Fresh, which both come under Consumer Products Europe, will take effect on 1 May 2012. This involves the sales activities of brands such as Campina, Campina Boerenland, Friesche Vlag coffee creamers, Chocomel, Fristi, Mona, Optimel, Vifit, Appelsientje, CoolBest and DubbelFrisss. With effect from 1 January 2013, a supermarket will deal with just one FrieslandCampina sales team for all brands.

Jacco Potkamp, Sales Director of FrieslandCampina Branded Retail NL: “FrieslandCampina is one of the largest retail suppliers in the Netherlands. The new approach allows us to give our customers more individual attention and to develop a thorough knowledge of their supermarkets. Added to this, we will show one face and one integrated approach, involving our entire brand range, in our dealings with retail. This means that we can not only give them better advice, but can also respond better to their specific requirements.”

The combination of experience and skills closely matches the goals and ambitions of FrieslandCampina’s route2020 strategy, which is aimed at growth and value creation.