Lantmännen Cerealia

Boosting integration and customer-centricity with trade period presentation concept

Lantmännen Cerealia develops, produces, and markets a wide range of mostly grain-based healthy and nutritious products. The foundation of Cerealia’s operations is sustainable development, and the goal is to make meals and food products profitable for customers by offering the highest quality products. Cerealia is part of the Lantmännen cooperative, owned by 18,000 farmers. The cooperative is a leading player in agriculture, machinery, bioenergy, and the food industry in Northern Europe.

In 2022, Lantmännen acquired the business operations of Myllyn Paras Oy and integrated them under Cerealia. This merger created a new significant player in the food manufacturing and retail value chain. Cerealia’s management wanted to ensure a smooth integration and achieve the targeted synergy benefits. From the very beginning, the company started creating common practices and culture. Kasvu Partners acted as Cerealia’s partner in designing and creating the model for the combined commercial organization’s periodic work.

In collaboration with Kasvu Partners, a customer-centric and goal-oriented customer engagement model was designed for the retail chain and retailer, and tools were produced to support the implementation of the model in daily operations. The development was based on expectations gathered from retail buyers and feedback from customer research. In addition to the periodic meeting model, the project created processes, schedules, and management responsibilities to ensure that all periodic meetings reflect the latest customer insights and Lantmännen’s commercial objectives.

“Kasvu Partners’ professional project management facilitated the blending of two different operational cultures even more effectively. There has been a clear demand for first-class, consistent materials in our operations, and we will certainly meet our customers’ growing expectations even better in the future,” says Nina Koivusaari, Sales Director of Lantmännen Cerealia

“We need to understand ourselves before we can understand the customer. Kasvu Partners challenged us in the right way to think about what we want to communicate, what we are proud of, and what we need to improve in our operations to meet our customers’ expectations,” says Petteri Majanmaa, Customer Relationship Manager at Lantmännen Cerealia