30.12.2024
What a remarkable year 2024 has been for our journey. This was the year we began a new chapter with a bold and memorable identity: Flora Food Group. Our evolution to Flora Food Group represents far more than a name change - it reflects our evolved purpose to deliver the next generation of delicious, natural, and nutritious food that is more affordable and sustainable than their dairy equivalents. This new name captures the essence of our mission and will resonate deeply with stakeholders worldwide.
Driving Sustainability Leadership
2024 saw significant recognition of our sustainability leadership. We achieved the highest entry score in the Access to Nutrition Initiative (ATNI) index - a leading benchmark for food companies' contribution to global nutrition - and earned multiple accolades, including the prestigious World Sustainability Award for our groundbreaking paper pack - a revolutionary innovation that many believed was impossible. Our strengthened partnership with the World Business Council for Sustainable Development (WBCSD) amplifies our efforts to transform the global food system into one that prioritizes sustainability and resilience.
Expanding the Reach of Our Brands
Our brands continue to set new standards in all four of our core categories: plant butters and spreads, creams, liquids, and cheese.
Flora's "Skip the Cow" campaign won at Cannes Lions, showcasing our creative excellence
Violife's cream cheese innovation became the #1 consumer choice in the US
BlueBand's breakfast program positively impacted millions of children worldwide
Our expansion into Saudi Arabia marked a significant milestone in bringing sustainable food options to new regions
Exciting innovations, such as our choco spread in Kenya, highlighted our agility in meeting local tastes and needs
Building for the Future
As we look to the future, 2024 was a year of significant investment and collaboration:
The acquisition of our new Kansas facility, opening in 2025, underscores our commitment to growth in North America
Our second Future of Food conference at our Food Science Centre in Wageningen brought together industry leaders, policymakers, and changemakers, solidifying our role as a key driver of positive transformation in the global food system
Strategic investments in category perception will strengthen our market position
A Testament to Our People
At the heart of our success are the incredible ~4,800 Flora Foodies worldwide. This year's employee engagement results are a testament to the strong culture we have built together. Your performance, care, and passion drive everything we do, enabling us to deliver exceptional results and stay true to our purpose. With over 82% of Flora Foodies saying they “love their work”.
Looking Ahead
As we move into 2025, our focus is clear: deliver a strong Q1 to set the foundation for sustainable growth. Capitalising on global megatrends and continuing to expand our growing categories, we remain energised and focused on our mission. Together, we're offering consumers truly compelling choices that align with their values and tastes.
Thank you to every Flora Foodie, partner, and customer who has been part of this transformative journey. Here's to an impactful 2025!
David Haines
Group CEO, Flora Food Group
Group CEO End of Year Message: A Year of Transformation - The Birth of Flora Food Group
Amsterdam, 30th December, 2024 – 2024: A Year of Transformation - The Birth of Flora Food Group
What a remarkable year 2024 has been for our journey. This was the year we began a new chapter with a bold and memorable identity: Flora Food Group. Our evolution to Flora Food Group represents far more than a name change - it reflects our evolved purpose to deliver the next generation of delicious, natural, and nutritious food that is more affordable and sustainable than their dairy equivalents. This new name captures the essence of our mission and will resonate deeply with stakeholders worldwide.
Driving Sustainability Leadership
2024 saw significant recognition of our sustainability leadership. We achieved the highest entry score in the Access to Nutrition Initiative (ATNI) index - a leading benchmark for food companies' contribution to global nutrition - and earned multiple accolades, including the prestigious World Sustainability Award for our groundbreaking paper pack - a revolutionary innovation that many believed was impossible. Our strengthened partnership with the World Business Council for Sustainable Development (WBCSD) amplifies our efforts to transform the global food system into one that prioritizes sustainability and resilience.
Expanding the Reach of Our Brands
Our brands continue to set new standards in all four of our core categories: plant butters and spreads, creams, liquids, and cheese.
Flora's "Skip the Cow" campaign won at Cannes Lions, showcasing our creative excellence
Violife's cream cheese innovation became the #1 consumer choice in the US
BlueBand's breakfast program positively impacted millions of children worldwide
Our expansion into Saudi Arabia marked a significant milestone in bringing sustainable food options to new regions
Exciting innovations, such as our choco spread in Kenya, highlighted our agility in meeting local tastes and needs
Building for the Future
As we look to the future, 2024 was a year of significant investment and collaboration:
The acquisition of our new Kansas facility, opening in 2025, underscores our commitment to growth in North America
Our second Future of Food conference at our Food Science Centre in Wageningen brought together industry leaders, policymakers, and changemakers, solidifying our role as a key driver of positive transformation in the global food system
Strategic investments in category perception will strengthen our market position
A Testament to Our People
At the heart of our success are the incredible ~4,800 Flora Foodies worldwide. This year's employee engagement results are a testament to the strong culture we have built together. Your performance, care, and passion drive everything we do, enabling us to deliver exceptional results and stay true to our purpose. With over 82% of Flora Foodies saying they “love their work”.
Looking Ahead
As we move into 2025, our focus is clear: deliver a strong Q1 to set the foundation for sustainable growth. Capitalising on global megatrends and continuing to expand our growing categories, we remain energised and focused on our mission. Together, we're offering consumers truly compelling choices that align with their values and tastes.
Thank you to every Flora Foodie, partner, and customer who has been part of this transformative journey. Here's to an impactful 2025!
David Haines
Group CEO, Flora Food Group