Strength through sponsorship
networking
Supply chain solutions
f
8 What's NewS Issue 2 March 2000
Sending the right message. That's what
sponsorship is all about. A growing
commitment to profiling Rabobank as
more than a top financial services
provider has prompted an increased
effort in our capacity as sponsor. You'll
find our name on the shirts of top
international sport teams and attached
to conferences that attract major
sector players. But what message are
we sending? What's NewS takes a look
at the signals.
Top sector
Leading the field
inuia
The last ten years have seen RI's partic-
ipation in food and agri conferences
and seminars increase rapidly. And our
commitment to this key F&A niche is
demonstrated and strengthened through
sponsorship. As sponsor in the sector, the
bank primarily supports two kinds of
events: an external organization's or asso-
ciation's conference, where we offer cer-
tain financial and knowledge-based sup
port (see sidebar: Supply chain solutions),
and RI's own annual global conference. In
Rabo India recently played both an
advisory and sponsorship role in India,
cooperating with the Bombay Chamber
of Commerce and Industry to bring
'Agricorp India 2000' to life in Mura-
bai. In keeping with the theme of this
highly prestigious conference, 'Corpora-
tization of Agriculture in India', our sec
tor specialists were asked to suggest
models for corporate intervention that
would unleash the large potential in In-
dian agribusiness. 'The possibilities are
there due to a coming liberalization of
the market, however, this will mean
more competition from multinational
companies,' says Arend Heijbroek,
both cases, we have an ideal opportunity
to profile RI as a specialist in the sector.
We're able to 'show off' our inhouse
knowhow and expertise by making
presentations, providing indepth studies.
Taking part in conferences and seminars,
whether Rl-initiated or otherwise, keeps
us up-to-date with current developments
in F&A, and creates valuable links with
the Rabobank name.
When the bank is
asked to sponsor an
event, it must take into
account several factors.
'Everyone is always
looking for sponsors,'
says Frans van Bijster-
veld who heads up
food and agribusiness
research (FAR). 'But
we want to be selective
and focused in our participation. A
conference with a global focus in the food
and agri sector, attracting top players and
potential clients, that's where we want to
be. And we always want the opportunity
to send a speaker - this is where we show
the audience the level of knowledge and
understanding that we have.' Sending
speakers and industry analysts helps RI
profile itself as the leading F&A bank,
delivering top-level reports on sector
trends and strategies. 'Go into any F&A
conference, and try to find out how many
bankers are presenting. If you find one, it's
probably someone from Rabobank.'
The impact of our participation and spon
soring of conferences has started to take
on a life of its own. In fact, RI is being
approached for informa-
tion traditionally provided
by non-financial organiza-
tions. 'Companies every-
where are looking for con-
sultants and advisory
services,' says Van Bijster-
veld. 'What we are hearing
more often these days, is
that if they are looking into
specific issues in F&A, like
current trends and strate
gies, companies are coming
to RI for advice. You
would be hard pressed to
find a consultant with the same depth of
understanding and knowledge. Sponsor
ship helps us profile ourselves as this
knowledge resource and sharpen our com-
petitive edge.' Van Bijsterveld recalls his
experience at a recent conference where
he was a speaker: 'The chairman of the
meeting told me he learned more by invit-
ing someone from Rabobank than he had
picked up from a very expensive consul
tant. He said he should have come to us
first - and he probably will next time.'
loBtay CV"™'
deputy head of FAR,
and one of the speak
ers at the conference.
Heijbroek and other
experts have deter-
mined the need for
organization and struc
ture in the industry
(especially regarding cold-chain infra-
structure) as well as financial resources;
the reasoning behind making corpora-
tions players in the value added food
chain. And carrying our advisory role
further, Mark Lobo, director F&A advi
sory, is involved in drafting a recom-
mendation paper to the Indian govern-
Advising and sponsoring corporate agriculture in Mumbai
ment. Says Lobo: 'While the challenges
are enormous, so is the opportunity to
add value to both ends of the food chain
- farmer and consumer. Corporates are
best positioned to play a key role, and
Rabobank is actively involved in this
endeavour. In short, doing our bit to
enable the next revolution to happen.'
*1*
w
Frans van Bijsterveld: 'Everyone is
always looking for sponsors.'