"Consumers want to know more about their food, where it comes from, how it's made and what the goodness is in it," said Cronin.
Listen below:
'We want to make sure that we're reflecting what their expectations are. Co-operative Difference is going to help with that connection."
The Co-operative Difference was developed in consultation with farmers who wanted Fonterra to simplify and reduce complexity of requirements and provide direction on priority on-farm improvements.
The strategy also aimed to increase pride in the co-op by recognising high performing farms in a way that aligns with Fonterra's values.
How The Co-operative Difference will support Fonterra's emerging strategy direction:
• Recognising farmers who go beyond the minimum requirements to supply high-quality milk, care for their animals, protect the environment, support their people and community, and engage in their co-operative.
• Helping other farmers follow suit by making existing on-farm requirements easier to understand and by providing tailored, industry-leading support services to those who want to improve.
• Providing more information and advance notice to farmers about the co-op's future aspirations so they can plan and progress towards Fonterra's shared ambitions.
• Streamlining reporting and auditing to save farmers' time and energy, and help the co-op protect its market position, strengthen its sustainability claims, and drive demand for products that customers and consumers value most.
• Supporting farms wanting to improve, while taking a firmer line with those that persistently fail to meet minimum standards, and exercising our rights to suspend collection.
