networking
Community connections
F&A events in 2000
Chain reaction
Client applause
Competitiveedge
Whats NewS Issue 2 March 2000 f)
Taking our role as sponsor to the highest
ievel, RTs annual global F&A conferences
represent our commitment to supporting
top-level knowledge sharing in the sector.
The conferences give the bank the oppor-
tunity to pool all its resources: incorporat-
ing our deep knowledge of the sector with
a diverse group of clients, both existing
and prospective. The goal is to unite all
commercial interests in the chain of
production - introducing players at every
level in the process. 'Basically, we create a
platform for all the people who are
involved in the sector to get together, meet
each other, and develop strategies,' says
Maarten van den Bergh, marketing
manager. 'We are a bank with over 100
offices around the world. This resource
enables us to invite and attract distin-
guished speakers and top global players
to our sponsored events.' With RI acting
as the central link, the bank is profiled
as a fundamental contact, both for
acquiring sector knowledge and connect-
ing commercial interests.
Response to RI's global conferences has
been undoubtedly positive. In fact,
Van den Bergh says he regularly receives
calls from customers
asking when the next
event will take place.
'Clients are coming to
us because the confer
ences have enabled
thein to initiate new
relationships and do
good business. They
get very involved - you
often see them doing
business during the
breaks - signing
contracts over coffee,
exchanging ideas dur
ing breakfast. It's
pretty amazing to see.' Many conference
participants send letters that describe how
they have benefitted by attending.
Nicholas Hahn, President and CEO of the
US-based Cotton, Inc. had this to say after
attending the World Cotton Conference in
1998: 'Many of the people I talked to at
the conference agreed that this may have
been the most comprehensive and profes-
sionally organized meeting of its type that
we have ever attended'. And the World
Food Supply and Retail Conference in
Maarten van den Bergh: 'Clients
do business in the breaks.'
While sponsoring food and agri
events strengthens our position
in F&A, Rabobank's support of sports
contributes to another image. 'Sponsor
ing confirms who we are as a bank,'
says Vincent Pijpers,
communication man
ager, Rabobank Neder
land. 'It's important
that we communicate
what the Rabobank
name stands for - our
values, sympathies, and
identity. To be known
is one thing, but how
you are known is even
more important.'
Rabobank Nederland's
commitment to support
ing activities like cycling and hockey
strengthens our identity as a commu-
nity-based bank. And the commitment
has paid off - last year our professional
national cycling team ended second in
the world ranking and first in the
1999 prompted this response from ASDA
Stores' deputy chief executive Tony
Campbell: 'I thoroughly enjoyed myself,
both from a presenting
point of view and also
because of being able to
circulate with and learn
from other top players in
the industry.'
And our role as sponsor in
food and agri events is only
getting stronger. 'The
industry is now asking RI
to come up with sponsor
ship,' says Van Bijsterveld.
Just take a look at FAR's
busy Schedule for the coming months - we
will participate in eight food and agri con
ferences in 2000, including Rabobank
International's Sugar and Starch
Sweeteners conference in Barcelona next
October. Sponsorship also keeps us in
tune with new developments in the sector
when we participate in 'hot topic'
meetings. 'As a bank, we feel responsible
for starting these discussions,' says Van
den Bergh. 'Addressing issues like sustain-
ability and GMOs is critical, because we
Pijpers: 'It's about who we are.'
World Cup Cyclists. The bank's
support of young talented cyclists,
while attracting less publicity, sends the
message that Rabobank wants to
contribute to all levels in society.
And hockey links the bank to larger
corporate clients and high net-worth
individuals.
Through sports
teams, the bank com-
municates a message
beyond traditional
marketing methods.
'Sponsoring is an ex
cellent way of com
munication because
it's so alive, creative,
and dynamic,' says
Pijpers. 'You can
have a beautiful
advertising cam-
paign, but what we're doing is real.
By connecting with an external party,
event, or value we make natural associ-
ations. The Rabobank name is then
coupled with certain emotions and
direct links to real life.'
want to take a position on these issues.
It shows we are a concerned bank. And
as responsible entrepreneurs in the sector,
we'11 take the initiative if we have to.'
April 12-13 Asia Fruit 2000, Singapore
(Rabobank sponsored)
May 1-5 New Zealand Pork Expo World
Conference 2000, Auckland, New Zealand
May 15-19 XVth International Congress on the
Science and Cultivation of Edible Fungi,
Maastricht, Netherlands (Rabobank sponsored)
May 16-19 71st World Congress of the
International Association of Seed Crushers,
London, England
June 25-28 Consumersjechnology
Environment: Creating Opportunity and
Managing Risk, Chicago, US
September 3-6 World Potato Conference
and Trade and Technology Show, Amsterdam,
Netherlands
September 4-8 Oils and Fats International
Conference 2000, Kuala Lumpur
October 9-11 Rabobank International Global
Conference on Sugar and Starch Sweeteners,
Barcelona, Spain
