Friesland­Campina in the top 3 of Dutch companies with the best reputation

This makes FrieslandCampina the highest ranked food company, above companies such as Heineken (5) and Unilever (22) and retailers such as Jumbo (9) and AholdDelhaize (10). Number 1 was ASML, followed by Philips at number 2. Last year, FrieslandCampina finished in fourth place in the Top 30. Renowned, international reputation research company RepTrak announced the Top 30 on 8 March.

“As a manufacturer of well-known branded consumer goods, a strong reputation is very important to us. After all, our company name is on the packaging and as a result on the dining table of millions of consumers every day,” says John-Paul Schuirink, Global Director Corporate Communication. “Research shows that companies with a strong reputation benefit from this in, among other things, attracting staff and capital, that people more often buy a product from a company with a good reputation and are more likely to recommend these products to others. And that a company with a strong reputation is also more crisis-proof.

I am proud that we have retained our top 5 position and that we have even risen to number 3 in the 2023 ranking. And that in a challenging time for the dairy sector and therefore FrieslandCampina. If we look at the results of our ongoing reputation research, we see that in particular the publication and implementation of our climate plan and the (social) media campaign around the “A New Day” anniversary film have unmistakably had a positive influence on how people see us and therefore on FrieslandCampina’s reputation.

We determine FrieslandCampina's reputation together, 15,000 member dairy farmers and almost 22,000 employees, with everything we do (and do not do), every day. This strong number 3 position, as the highest ranked food company, is therefore a great compliment to all of us and an encouragement to continue making our beautiful cooperative and company even more sustainable and future proof.”

RepTrak uses the reputation model of Professor Cees van Riel (emeritus professor of communication at Erasmus University Rotterdam) to determine the Top 30, a model that is underpinned by decades of scientific research into reputations and communication. This model is based on a total of 7 reputation drivers on which an organisation is assessed monthly by the general public: products and services, innovation, leadership, workplace, conduct, citizenship and results. The independently measured scores on all these elements together form a company's reputation score, which is used to determine the Top 30 for the year.