Lex & Marga - Trade Marketing Manager & Director Marketing, NPD & Sustainability, Royal A-ware
Rapid growth and sustainable ambitions go hand in hand. Royal A-ware proves this. Behind the success of the dairy company lies a different way of thinking. "Market thinking is in our DNA and you can see that in our employees as well."
Lex & Marga - Trade Marketing Manager & Director Marketing, NPD & Sustainability
Dairy company A-ware may not be as visible as a brand, but their products are on many plates in the Netherlands and far beyond on a daily basis. "In Heerenveen, our cheese factory is located where, for example, we produce the Zaanlander cheese found on the shelves at Albert Heijn." Trade Marketing Manager Lex Roex and Director Marketing, NPD & Sustainability Marga van der Neut from A-ware Cheese audibly take pride in this.
ROYAL A-ware is not your average dairy company. What makes you so unique?
Marga: "Unlike most dairy companies, we are not a cooperative but a family business. We are agile and flexible, capable of quickly responding to customer demands. We think from the market and therefore from consumer back to the cow, not the other way around. A different way of thinking. It's in our DNA. And you can see that in our employees. The can-do mentality, transparency, and teamwork are highly valued here."
You have experienced significant growth in a short period of time. How did you manage that?
Marga: "That's right, we have grown rapidly, but growth is not a goal in itself. In 2014, we opened our first factory, and in the following years, several acquisitions took place. Last year, as a group, we achieved a turnover of 3.3 billion and have expanded to become a European producer with locations in, among others, Belgium and Spain. Our secret? I'm not sure if it's a secret, but we enjoy working collaboratively in a chain with our dairy farmers and customers. We truly believe in collaboration and building long-term relationships, with both suppliers and customers. This way, we create an efficient chain with a sustainable business model for everyone."
It's noteworthy that while other dairy companies are closing production sites, A-ware is building new factories.
Marga: "We see opportunities for continued growth in various continents. Next year, we are opening a new factory in Spain where we will produce mozzarella. This aligns with our portfolio and growth strategy, allowing us to capitalize on market opportunities."
Lex: "In this dynamic, global market, it is crucial to proactively analyze trends and identify opportunities, sharing them with various departments. This is the role of the Market Intelligence Specialist who translates data into valuable insights and concrete recommendations. This is a position with relevance in strategic and commercial decision-making."
Sustainability is a hot topic. How is A-ware addressing this?
Marga: "As the first Dutch family business in dairy, we have been SBTi-validated, committing to the goals of the Paris climate agreement. This is not only important for us but also for our customers and dairy farmers. We help our farmers maintain a sustainable business model while working together towards sustainability. It's a challenge, but we tackle it together. By 2030, Royal A-ware aims to reduce greenhouse gas emissions in scope 1 (direct emissions from A-ware activities) and 2 (indirect emissions from energy use) by 80 percent."
How do you envision the future of cheese?
Marga: "We are exploring various innovations. Hybrid cheese, partly plant-based and partly animal-based, is still in its early stages but holds potential. We are also looking into improvements in packaging and production processes. We are always searching for ways to keep enhancing ourselves."
You are a family business. Do you notice this reflected in the company culture?
Lex: "Absolutely! Entrepreneurship is truly a core value here. We don't get stuck in endless discussions. It's all about taking action. When it comes to a project, we all go for it. Everyone has the freedom to innovate and seize opportunities. We have a flat organization with short lines of communication. The doors are literally open, you can just walk in and talk to anyone."
Marga: "And let's not forget the social aspect! We have regular team outings, a weekly boot camp, and shared lunches. It makes people feel at home and stay with us for a long time."
You have been with this employer yourselves for several years. What makes it so attractive?
Marga: "The combination of rapid growth and entrepreneurship is truly unique. That's why working here always presents new challenges. In addition, we offer plenty of opportunities for advancement and invest in personal development. Oh, and we sponsor the coolest speed skating team in the Netherlands!"
Ready to take the next step? Then get in touch with us.
Photographer: Maarten Feenstra
[Published: September 2024]
