Raisio's vision is to be a forerunner in ecological and healthy snacks with leading brands as well as an active developer of sustainable food chain. The company's strategic objectives are based on this vision.
The core of Raisio's strategy includes innovations and healthy, ecological snacks.
Raisio's operations are divided into two divisions: Brands and Raisioagro. Brands include snacks, Benecol, Benemilk and confectionery. Raisioagro includes cattle and fish feeds, grain trade and online store.
Focusing, streamlining and profitable growth
During its growth phase, Raisio has completed several acquisitions and grown especially in the UK. Furthermore, the company has divested businesses that are not at the core of its strategy and have a better opportunity to develop with other operators. Raisio's acquisitions completed during the growth phase have significantly increased the company's net sales and EBIT.
The most significant investment in 2014 was the acquisition of Benecol business from the affiliates of Johnson & Johnson in November 2014. The acquisition met all the criteria Raisio has set on its acquisitions and it enables the development of Benecol business on Raisio's own terms for the first time since 1997. In terms of Benecol products, Raisio's long-term strategic objective is to enhance competitiveness in the existing markets, to expand into new markets as well as to innovate new products.
Acquisition of Benecol business from J&J's affiliates was a significant and important deal for Raisio.
In 2014, Raisio continued the centralisation and streamlining of its branded operations. We implemented several measures and investments related to the streamlining of activities. The most significant investments were the relocations of the UK snack bar and confectionery production.
The snack bar production was centralised to the Newport factory in the UK. After some initial difficulties related to the production transfers, Raisio now has an opportunity to realise its ambition to become one of the most significant snack bar producers in Europe. The production flexibility of the Newport factory and high quality of its products are opening new opportunities for completely new products matching consumer needs.
With the closure of the UK-based Skegness factory, the production of gums and jellies was centralised to the Czech Republic. The investments provide the company with good growth opportunities.
Raisioagro's new Growth Inspirer strategy
Guided by its renewed strategy, Raisioagro focused on the agricultural sectors where success is based on innovations and expertise in animal nutrition and plant cultivation. Raisioagro's task is to help its customers produce healthy food for consumers effectively, profitably and sustainably.
With the centralisation, the aim is to strengthen the position of both Raisioagro and its strategic brands among the customers and interest groups. Benemilk and Hercules LP Opti are concrete examples of Raisioagro's expertise and innovation capabilities. The choices are primarily guided by customer needs. In the future, the development efforts are targeted more strongly at strategically selected areas, i.e, cattle and fish feeds and plant cultivation.
Raisio providing solutions to global challenges
Raisio is an active innovator in the solving of global challenges of the food chain. In recent years, we have been able to create inventions that profitably improve the efficiency of livestock production. Raisio continues the world improvement efforts as we have the ability, desire and skills to create innovations improving profitability and efficiency of the food chain in a sustainable way.
Small and growing segments
Raisio also has businesses, such as the confectionery business of almost EUR 100 million, which complement our vision by being good, profitable businesses in their own markets. In these businesses, we can promote the objective in line with our vision through the development work based on customer needs.
Raisio has the ability to react rapidly to market and demand changes while ensuring the business profitability. Increased demand for Nordic flakes in 2014 despite the economic situation in Russia is a good example of this. Raisioagro aims to increase its feed export to Russia.
Ambition at the end of the growth phase
Raisio continues the implementation of its growth phase started in 2010. Raisio is growing organically and through acquisitions. Raisio remains active on the acquisition front.