Our strategy

We’ve listened to our shareholders. To overcome our challenges we must sharpen our focus, strengthen our core and enhance our capabilities. Value for our farmer shareholders is at the heart of our strategy.

What is our strategy in service of?

Building a strong sustainable co-operative, leading the world in our field and delivering outstanding value for our customers, shareholders, and industry, next year, in 5 years and for another 100 years.

2021 Strategy Refinement

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2021 Strategy Refinement

Our strategy

Doing what we’re good at. Playing to our strengths.

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What is at the heart of our strategy?

Value for our Farmer Shareholders.

Drive value, innovate and deliver a positive impact for our customers and shareholders by: Focussing on helping our farmers optimise value from their livestock by enabling them to produce the most sustainable and efficient animals and the highest value product.

How will we drive value for our farmers?

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Our three commitments to our farmers

We will be guided by our primary focus of delivering value for our farmer shareholders.

  1. Operational Excellence
    We commit to getting the basics right and delivering for you, on time, every time.
  2. Faster Genetic Improvement
    We commit to having your back when it comes to helping you meet the environmental challenges you face, in particular animal efficiency, and nitrogen and methane mitigation.
  3. Software Reliability and Performance
    We commit to being better at delivering our software to you. We renew our commitment to continuous improvement and transparency around delivery of new features.

Learn more about how we will drive value for our farmer shareholders

Our Farmers

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Deepen our understanding of the current and future needs of all our farmers.


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Supporting our farmers to produce the most sustainable and efficient animal. Highest value products.

Data and digital

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Modernising the animal data and digital capabilities.


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Research and development. Responsive innovation.