F&A policy - global step
food and agribusiness
imittee reconstituted
The evolution of a networked approach to one of our core businesses was taken a step
further towards globalization early this year through the reconstitution of the F&A policy
committee. The policy committee has been a factor in our aim to position Rabobank
International (Rl) as top niche player world-wide. We asked committee chairman Henk
Gentis what the latest development means.
Going global
Grass roots
Sounding board
What'sNewS Issue 7 January 1999 ~J
I'he reason for rethinking
JL the composition of the
F&A policy committee is fairly
simple and basically common
sense,' Gentis says. 'We first
.came up with the idea of these
Pcommittees and teams back in
1996, when the customer
focus strategy was launched.
The idea then was to build and
develop a basic framework for
our international F&A policy.
That original team was big, I 1
people. And primarily these
people were hands on F&A
specialists with broad based
experience in the field. We had
input trom all over the world,
with recognized authorities on
speeific areas, people like Cor
Broekhuyse (CEO
Australia/New Zealand) and
Dennis Ziengs (general
manager Northeast Asia),
giving their input on how we
||hould define customer needs
Rnd what the inarket expects
from us.'
This crucial work, which has
carried on over a two-year
period, is pretty much
established now. 'We have a
much better understanding of
those aspects,' Gentis agrees.
'Now, I think we have to see
how we can integrate our
increased product range into
the equation. So the policy
committee membership has
been reconstituted to reflect
both this increased and
expanded offering and the
fact that we have shifted from
Én autonomous to a
Networked organization.
Every member of the
committee now has "global"
responsibilities.'
Represented in the new
constellation are: Nigel
Labram (ST1R), Gerard van
Empel (RIAS), Brian Havill
(M&A), all global players on
the product/consultancy side.
F&A specialists continue to
be represented with Peter
Greenberg (global business
manager), Frans van
Bijsterveld of (FAR) and
APFT's Niek Streefkerk
completing the current team.
Asked about RIAS's inclusion,
Gentis says: 'Gerard van
Empel is a highly respected
expert on food and agri
business (F&A), so that in
itself is a recommendation.
However, one of the main
reasons for inviting him to
join us is the fact that
through its consultancy and
advisory activities around the
world, RIAS is in touch with
the rural grass roots of F&A
development.'
This, according to Gentis, is
extremely useful in support of
the policy committee's role as
touchstone for the whole
organization. 'Our job is, of
course, to facilitate, to create a
networked environment in
which we can channel our
resources and expertise to
serve customers more
effectively than before. But
we're also a pretty low profile
group whose primary task is as
a touchstone, a sounding
hoard where people can bring
in and debate or discuss ideas.
I think you'11 find we're open
for discussion - on all aspects
of RI's approach to F&A
customers. And initiatives do
result from these discussions.
As we move forward in our
reconstituted group, the fruit
of these initiatives will
increasingly become visible.'
Top right: Henk Gentis (F&A policy committee chairman)
First row, left to right: Niek Streefkerk (APFT), Peter Greenberg
(F&A global business manager), Frans van Bijsterveld (FAR)
Bottom row, left to right: Nigel Labram (STIR), Brian Havill
(M&A), Gerard van Empel (RIAS)
