An e-commerce project that provides best possible shopping experience
With an annual revenue of 11.3 billion euros, FrieslandCampina is one of the world’s largest dairy companies. FrieslandCampina supplies consumer and professional products, as well as ingredients and half-finished products to manufacturers of infant & toddler nutrition, the food industry and the pharmaceutical sector globally. With offices in 33 countries and over 22,000 employees, its products are available in more than 100 countries. The company is fully owned by Zuivelcoöperatie FrieslandCampina U.A, with over 19,000 member dairy farmers in the Netherlands, Germany and Belgium—making it one of the world’s largest dairy cooperatives.
In Singapore, the regional headquarter, they sell Friso, a baby formula, as well as Dutch Lady, a UHT Milk and Sterilised Milk Product. Recognising the potential of eCommerce as well as to provide better value to its shoppers, the company’s operations team launched its own eCommerce platform called Friso Online in November 2015.
To differentiate themselves from competitors, they focused on providing the best possible shopping experience to their shoppers. To understand the behaviour of their shoppers, they started inculcating a ‘”Test and Optimise” mentality in the team. Data on behaviour of users, impact of optimisations and performance of marketing tactics were analysed and turned into actionable insights that improved upon the experience with every iteration. Soon, Friso Online became the place to buy Friso easily, with free delivery and a reward programme to thank shoppers for their loyalty. Friso is now the number 1 Baby Formula brand online.
Based on the success, FrieslandCampina decided to evolve its operations in Singapore into a Global Innovation Hub (iHub). A global iHub allows them to achieve two things: to leverage upon a well-established infrastructure and talent pool in Singapore, as well as to spread proven innovations globally to grow not just the business in Singapore, but across the world. The evolve into an iHub is not just due to the proliferation of the idea of “Testing and Optimisation”, but also to the fact that Singapore is one the most digitally connected countries in the world. As a smaller market as well, they can implement innovations and test their effectiveness without worrying about the global impact on the business. Eventually, the iHub will drive digital disruption across the entire Singapore operations, serve as a learning ground and accelerate innovation in South East Asia and beyond.
Preparing young graduates for a future-ready food industry
Food security is a key national priority by many governments around the world. Singapore’s vulnerability is compounded by its high dependency on imported food and its limited land and sea space for food production. Technological innovations, from modern farming technology to reducing food wastage through novel processing technology, are needed for its current food industry to ensure Singapore’s access to safe and nutritious food at affordable prices.
With its strong interdisciplinary teaching and research credentials in Science and Engineering, Nanyang Technological University (NTU) is best positioned to contribute to the national effort for an enhanced food security. As a first step, a strategic partnership has been forged with Wageningen University & Research (WUR) from the Netherlands, one of the best universities in the world in Food Science and Technology (FST). The Joint NTU-WUR 2nd Major programme in FST was launched in 2014 as an interschool-interdisciplinary strategic initiative, and offered to a selective group of students from four NTU degree programmes. The FST students have exclusive overseas immersion to WUR (study trips and academic exchange), as well as priority internship selection in food MNCs and local SMEs (Coca-Cola, Nestlé, Kellogg’s, Givaudan, Friesland Campina, Mead Johnson, Abbott Nutrition, Dupont, Danone, F&N among others). They will also have food industry mentorship opportunity, food industry visits and lecture series by food industry leaders.
The strategic partnership has been forged based on the shared vision from both universities about enhanced Food Security and is in line with the fast changing and interdisciplinary landscape of food industry. The joint programme is designed to support their Science and Engineering schools to better prepare their graduates for a future-ready food industry.
Employees’ diversity as an innovation
Numidia is a privately owned international company, which is specialized in the distribution, sales and marketing of dairy products and related ingredients. With over 50 years of combined experience, it has built a strong network around the globe, enabling the company to provide all partners with solid market information, contract reliability and technical knowledge. The typical customer profile entails manufacturers of confectionary products, food service, cheese processors, dairy product manufacturers and beverages.
Dairy has become a fast paced, fast changing industry. Due to the fragmentation of markets and the large impact of external factors such as weather and government regulations, it is very hard to keep track of all information flows for Numidia’s customers. Numidia therefore tries to guide and advise their customers in their purchasing strategy. And not without notice, since the start of Numidia in 2011, the company has experienced an explosive growth, which was recognized by being granted Gazelle Awards in 2015 and 2016.
Numidia’s employees lie at the heart of its success. The company is represented by a good mix of people with different backgrounds and experiences. Because of the different people working at the Headquarters and in Singapore, an interesting environment for the individual employee is created and room is offered to be creative, to grow, to learn from each other and to ultimately create a unique company.
Overall, the competitive advantage of Numidia is based on transparency, reliability, authentic people, flexibility and the investment in long term relationships with its clients.
Read more about the other Winsemius Awards 2017 finalists here