Industry Insight
Why is brand strategy so important to outline the company’s future direction and role in society? We are now presenting our brand in a way which reflects how TOMRA Food has recently reshaped its business strategy and set out on a more clearly defined path. This strategy is based on three pillars: on growth, to scale the business in a sustainable manner through innovative solutions; on excellence, to relentlessly focus on being best-in-class in everything we do; and on talent, to ensure we have the world’s best minds working on solving our customers’ challenges while taking care of our people to ensure they are excited and engaged every single day. The brand strategy and the brand’s tagline – ‘Every Resource Counts’ – help bring clarity to our mission. They highlight the value TOMRA Food creates for customers and food production worldwide, spotlight the ambition we share with customers, and create cohesion with past business mergers and acquisitions.
The brand strategy communicates our intentions to external audiences and helps all of us at TOMRA keep sight of the company’s overarching values and goals. It really captures exactly what we strive to do here, every day.
For TOMRA Food what is the next steps we will be seeing towards this new strategy? Although TOMRA turns 50 this year, we believe that we are just getting started. Our mission to help create a world without waste is now more important than ever. We are committed to working even more closely with food processors to continuously improve and optimise food production. Focusing on customer needs and using the most advanced digital solutions, we believe we can greatly contribute to improving quality and yield while reducing food loss.
KennedysConfection.com
Kennedy’s Confection July 2022 21
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