DLG transform its Danish business

DLG is one of Europe's largest agricultural companies, but is also a cooperative with strong roots and owners in Danish agriculture. We have invested heavily in Denmark in recent years, and now the Group is taking another important step by setting a new direction for our Danish business.

“It is a natural next step in our groupstrategy that we are now setting a new direction for our Danish business. The Danish agricultural market has been developing rapidly over the past many years, and we see a greater differentiation in the needs of our customers. We need to adapt to the new reality, and with a new organization we are more strongly positioned to strategically match our customers' demands and requirements. The goal is to maintain our position as Danish agriculture's preferred partner, create value for our customers and at the same time ensure future growth and earnings in our Danish domestic market,”says Kristian Hundebøll, CEO of DLG.

Niels Søren Rasmussen, COO of DLG, says:

"We want to give our customers an even better customer and purchase experience, so that they choose DLG as their preferred partner at all times. All our customers are different, and we are experiencing a growing demand for differentiated solutions so we will focus on creating tailor-made solutions that suit each individual customer. No matter what size of production our customers operate, they will all still benefit from DLG's market-leading quality, competitive prices, efficient logistics and technically competent employees,"says Niels Søren Rasmussen, COO at DLG.

New strong organization

As part of the transformation, DLG is transforming its Danish organization. This means that the current regional and geographical structure will be replaced by a new, strong sales organization, with the focus shifting entirely to customers rather than products and geography. The sales organization will be managed and coordinated from a central team, but the sales force will still be based locally with sales centers spread across the country. DLG also maintains operations and expeditions across the country, and our nationwide crop reception setup will not be changed either.

In close cooperation with DLG's professional experts in livestock and plant breeding, the sales force will be sparring partners and guide customers in all aspects of their relationship with DLG. This means that in the future, customers will have one primary input to DLG, which targets the specific needs of each customer type.

In the future, DLG will also reward its loyal customers even more, who at the same time will experience a more transparent pricing and larger degree of decision-making responsibility with the individual sales representative.

Owners have helped set the direction

The new direction for the Danish part of DLG is part of our group strategy 'Leading the Way 2021' and customer focus is the key word. Therefore, DLG has listened to the input provided by the owners in the preparation of the group strategy. In addition, a number of customers operating businesses of varying size and complexity have, during the fall 2019, given input on what they expect from usin the future.

“We are a customer-driven company and it has been natural for us to involve our customers. We have listened to their input and it is very clear to us what they expect from us going forward. We can deliver on those expectations by doing things a little differently. It will not be a revolution, but a transformation that we will gradually phase in over the coming months and years. We will continuously adapt our business as agriculture continues to evolve,”says Niels Søren Rasmussen.