Together with Cooperl & Vereijken
How did we develop four solutions and a farming family narrative?
Cooperl, France’s largest pork processing cooperative, partnered with Vereijken, Farm’apro, and CRD to offer more sustainable and animal-friendly solutions. To make this happen, they needed to tell a shared story that would guide pig farmers forward. We developed four solutions and a farming family narrative collaboratively with the four companies.
One unified approach
How can pig farmers navigate the challenges of ever-changing regulations on welfare, food safety, sustainability, and market and consumer demands? To address these challenges, different market companies of Cooperl (Cooperl Equipment, Farm’apro, Vereijken, and CRD) collaborated to launch innovative combinations of equipment, software, and performance management.
But, as different companies have various stakeholders, they require assistance bringing together different business units within the cooperative to create shared solutions that meet the new regulations.
Crafting solutions
To solve this challenge, we conducted multiple Co-create & Validate sessions. With a small team, we created an initial framework containing four solution directions, based on customer and market insights, in line with ever-changing legislation.
Launching at EuroTier
Then, together with 12 participants from distributors and customers, we discussed the solutions and optimized them based on their feedback. Finally, we created a sales pitch for each solution so that every representative could tell the same compelling story.
Finally, we visualized the minimal viable propositions and launched them at the world’s leading trade fair for professional animal farming and livestock management: EuroTier. Pig farmers and distributors responded enthusiastically and booked a farm tour to see with their own eyes how the solutions work in practice.
Facing tomorrow
Together, we created a playbook with promotional material. This way, the sales department of each company has a solution book on how to approach internal questions for worldwide sustainable and circular problems. The solutions significantly impact globally, and through direct co-creation, farmers and distributors are now more prepared to face new challenges.
