Peter Arkenbout - Marketing Manager, Yara Vlaardingen B.V.
It may well be the most exciting time ever for the Norwegian fertilizer producer Yara. With global challenges and a change of strategy. 'With major innovations, Yara dares to go for disruptive initiatives. Everyone believes in what we do and due to its scale, it really makes an impact on what you do.'
Peter Arkenbout, Marketing Manager
Marketing Manager Peter Arkenbout has been working at Yara for four years now. 'The reason for me to choose Yara was the shift they are making towards being farmer-centric. With this, Yara is taking a new path. We are transitioning from being just a producer of high-quality fertilizers and crop nutrition to direct contact with the agricultural entrepreneur. In the past, sales were done through large trading companies, but we want to speak directly to the farmer to talk about fertilizers. It's the marketers' task to raise awareness of Yara.'
Yara Benelux is transitioning to a farmer-centric approach. How will you do that?
'Indeed. We will have to fight for a position directly on the farm. Not by driving around with salespeople in cars, which is practically unfeasible, but by getting to know the farmer through modern technologies and data-driven marketing. Understanding what motivates them. From a marketing perspective, it's very interesting to map out and shape this transition. Currently, we are developing various digital tools that allow the farmer to easily manage his fertilizer affairs, both practically and administratively. We are not forgetting our current partners in this. We want the entire chain to benefit from this data-driven approach.'
Quite a big change, isn't it?
'It involves a lot of data and we need to understand where the real needs of the agricultural entrepreneur lie. There is so much in data; by making it work for you, you can truly support the farmer. Knowing the conditions allows you to give better advice. This way, the farmer incurs fewer losses, which is good for the environment, and achieves optimal results. Financially, by purchasing smarter and also in terms of returns. We are going beyond just providing advice on application. The goal is the ultimate customer experience.'
How does this work in the marketing team?
'Our mission is a nature-positive food future. If there are developments in Europe that you have to deal with and your plans fit the strategy? Then it's a "yes" and Yara goes all in. You receive the support you need and can professionally pursue your ideas! This way, you can collaborate with specialized agencies and make a strong impact with your marketing campaign and establish everything firmly.'
What qualities are essential for success?
'For us, it's important to be innovative. With major innovations, Yara is also willing to go for disruptive initiatives. As an employee, you have the freedom to make that a reality. They trust that I know what I'm doing and that I'm doing the right thing. That's fantastic, but it also comes with a certain pressure. It has to suit you. It requires a bit of entrepreneurship and self-starting ability. If you're stuck, actively seek out that expertise within the organization. There is profound knowledge of fertilization here, but also of building apps. Everyone is ready to help you with well-founded advice and to collaborate, but you have to take initiative. In short; be self-driven and take responsibility. You'll learn a lot by doing so.'
You work a lot from home. How do you maintain a sense of connection?
'The teams in the Benelux are not very large. My team consists of ten people, and I also know the colleagues from sales, marketing, and agronomy well. At Yara, we work a lot remotely, but we have daily intensive contact with each other. We meet every two weeks in Vlaardingen where we have joint meetings and coordinate with each other. Also, outside of work, we do various activities together; going out to eat, having a Christmas drink, and just having fun.'
Yara is a Norwegian company. How is that?
'Unique. The strategy is clear: there is hard work to take steps towards a sustainable future. Furthermore, Norwegian companies are known for their good care of the staff. That is also ingrained in us. Everything is well taken care of; there are arrangements for studies and sports, an attractive gross/net scheme for your health insurance, and the work-life balance is healthy.'
And in terms of career opportunities?
'Yara employs more than 17,000 people worldwide, and we operate in over 60 countries. Although we are large, Yara is relatively agile. And there are always developments! Do you want to work abroad for two years or prefer a job closer to home? Need training? If you want to make a career move or learn and it fits, then that opportunity is there. It gives you the chance to further develop yourself. I am now responsible for Germany in addition to the Benelux. Connecting that and introducing the new strategy to the market is quite a challenge, but also a lot of fun.'
How do you see your own contribution to marketing and the transition?
'At Yara, you have the opportunity to genuinely make a contribution and bring innovation to your field of work. You deal with very current issues. For example, with clean ammonia, CO2-free fertilizers, we are ready for the future. So, there are plenty of changes in the market where you can take initiative and have the opportunity to implement them. Everyone believes in what we do, and due to its size, it really makes an impact on what you do. Being part of that and seeing my own vision become a reality is amazing.'
Fotostudio Wierd