Page 3: Developing a values-driven culture
Arla has grown by bringing together a number of different UK dairy sites. Each of these dairies had its own conditions and practices but no distinct Arla culture, direction or purpose. It is important for all organisations to have astatement of purpose or a vision to define their purpose. The vision must translate into a series of values which will define the company in the market place.
An internal team called Project Soul talked to a range of stakeholders such as owners, customers, farmers and employees. The team wanted to develop a vision for the business and then create a way for employees to buy into this. A vision provides a common direction for the whole Organisation and is an important starting point. Arla's vision is to become "The Natural 1st Choice Dairy Company" for both customers and the farmers.
Translating a long-term vision into steps that make it a reality needed to involve everybody within the company. The Arla Advantage programme was developed to focus on how everyone could contribute to a values-driven culture following its vision to gain competitive advantage. The programme was aimed at making the business a better place to work, and creating a new distinctive organisation with its own culture firmly focused upon enabling individuals to contribute to creating competitive advantage.