Certis Europe

MAARSSEN, The Netherlands:The development of any long term business strategy is quite a challenge knowing that in a fast-moving world the future context is likely to look very different from the current situation. Agriculture is no exception to that trend and Certis Europe, conscious of the importance of considering and prioritizing longer term options, has taken an important step towards realising its strategic objectives with a 15 year horizon.

The company is working with Forum for the Future to review the strategic aims of the business against different scenarios of the future. The aim is to be more strategic and less reactive on future developments and investment in new opportunities. This has involved the strategic teams for each of the Certis product portfolios in thinking about the future. Each team has focused on its individual sector: Arable, Potatoes, Seed treatment, Biorationals & Horticulture, Trees & Vines and CleanStart.

Forum for the Future developed a number of propositions about the future with a cluster of trends. In the light of those the teams considered what demand is likely to be; the influence digital agriculture may have; how crops might change; what pressures production will be subject to, etc. The outcomes of the workshop sessions, taking into account the various scenarios developed, will be used to guide thinking within the teams, to develop Certis’ longer term strategy and to prepare the business for the environment in which it could be operating in 2030.

Steve Kirby, Head of Strategic Marketing at Certis Europe considers it vital to subject strategic management teams to this type of challenge, looking and thinking ahead to an extended strategic horizon:

“This project with Forum for the Future is a great initiative. It is quite a challenge for us but I think all who have been part of it so far have benefited from seeing how important it is to consider what the trends are and how they may change customer needs and the environment we shall be working in to protect our future and to be ready for what the market needs in 2030.”

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