DANYA FOODS
EUROPE AND MIDDLE EAST
Forecasting accuracy Nordholt believes the biggest reason Danya has had this success is because it has greater collaboration between sales / marketing and the supply chain . For example management knew they were going to launch a new mozzarella range with new packaging so research was done which revealed it would increase volumes by 20 percent .
It was therefore easy to go back and see how much freezer space and distribution facilities the company needed , giving them ample time to go out and get the approvals for the investments and start to hire the drivers and warehouse staff , and plan activities accordingly .
“ It is a very smooth ride when sales , marketing and the supply chain aligns . At the start of the year we sat down and ensured we understood our values and set out our new plans and forecasts . We then took that and rolled it into supply chain and factored that into the equation when making capital investments for the coming year .” said Nordholt .
“ We make the necessary investments in production , distribution and warehousing based on the knowledge of where the different types of product are going to grow in volume and why . In this case , we are planning 2 years in advance to see where are business is going to grow or decrease and plan ahead . Collaboration is a big part of our process now : it is a key element and means we don ’ t keep surplus stock or tie up capital unnecessarily .”
“ It is a very smooth ride when sales , marketing and the supply chain aligns . At the start of the year we sat down and ensured we understood our values and set out our new plans and forecasts ”
– Thomas Nordholt , Supply Chain Director at Danya Foods
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