Anuga: focusing on the consumer
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- 28 September 2001
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Arla Foods’ mission statement will be prominently displayed when the new Arla Foods makes it debut at the world’s largest food fair, Anuga, in Cologne from October 13 - 17.
Arla Foods' mission is: "To provide moderne consumers with milk-based products to create security, inspiration and well-being" and the use of the mission statement is intended to emphasise Arla Foods’ position as a strongly consumer-oriented company.
Consequently, the Arla Foods’ stand will focus on presenting the company behind the products while, at the same time, demonstrating the group’s core competencies through the four themes: cooking, well-being (low-fat products), innovation (product development) and organic products.
The stand will be equipped with an open kitchen where visitors can watch the preparation of dishes using dairy products and sample food linked to the four themes. Obviously, Arla Foods’ products will also be served in the stand’s restaurant.
The stand will also introduce other examples of Arla Foods’ product skills, including tagatose, Lurpak, 24-hour milk and Cravendale Purfiltre.
To illustrate recent trends towards the increased use of milk, the stand will boast its own Arla Cafe’ where the world’s best coffee-bartender, the Dane Martin Hildebrandt, will serve a variety of milk-based coffee drinks.
The Anuga Fair, held once every two years, attracts 200,000 representatives from all sectors of the food industry. For 2001 around 6,000 exhibitors are expected.
Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.