Viking Danmark was embarking on a new strategy and wanted to ensure engagement and common ownership of new ambitions across management and board.

The dairy industry is under change across the value chain with consolidation of producers and service providers, increasing cross boarder competition and sub scale local market, a growing sustainability agenda and technological development enabling new opportunities.

Meanwhile the old cooperative mindset still plays a significant role in the business and in the decision-making thus making involvement and engagement vital in a strategy process.

Having a strong platform and amble opportunities Viking Danmark initiated a highly involving strategy process where the management worked with general assembly, direct customers and the board to uncover needs and ensure ownership of the strategic ambitions.