Shaping the future of farming

Our strategy

Introduction

A changing environment

Agriculture is changing. At Lely, we’re not just keeping up with developments: we aim to lead the way. As societal expectations rise, regulations tighten, and global dynamics shift, farming is becoming more complex. But one thing is certain: the world’s demand for healthy, nutritious dairy continues to grow - by around 2% every year (source).

Meeting that demand, sustainably and efficiently, is more important than ever. Through our strategy, Impact30, we strive to manage the challenges that come with the changing world and business environment. Empowering farmers to operate in a fast-changing world and keeping our organisation futureproof for generations to come. 

Our vision

A sustainable, profitable and enjoyable future in farming

Agriculture is a dynamic sector with an essential role: to feed a growing population. That means that the world needs to produce more food. Increasing food production requires efficient agriculture. Quality also needs to be maintained, in a sustainable and innovative way. Respecting human and animal. 

Every day we help our customers all over the world make choices about how they set up and run their farms. Lely supports by providing advice and innovative solutions that contribute to efficient farm management.

Our mission

Create the future of farming through innovative and valued solutions

To deal with the reality of today and the challenges of tomorrow, we see it as our most important task to deliver solutions that help our customers excel in sustainable milk and meat production. 

We do this by continually inspiring and motivating our employees to create new and innovative concepts - ideas and solutions that make the lives of farmers and contractors easier, their business more successful, and open up a bright future for them.

Strategy

Impact30 evolves around five pillars

1. Innovate for the future of farming

It is our goal to help make farming a beacon for sustainable food production again. In our innovations, we focus on the five impact areas of the Farm of the Future; animal welfare, environmental impact, sustainable and nutritious dairy products, consumer buy-in and farmer prosperity.

2. Create a strong supply chain

Our supply chain is vital to our success and the reliability of our services and products. We aim to develop a resilient supply chain, ensuring a consistent supply of materials through multiple sources, to remain a trusted partner for our customers.

3. Realise a premium distribution channel

We rely on a strong distribution channel to successfully bring our innovative propositions to the farmer. We will establish a customer-centric omni-channel approach that blends our online platform with the current Lely Center channel. This will allow farmers to choose their preferred way of working with us.

4. Deliver a unique customer experience

Farmers are our partners and ambassadors. We aim to offer them unique support and deliver on our promises with a farmer-focused mindset.

5. Develop a successful global organisation

To deliver on our 2030 ambitions, we strive to be a great place to work, attracting passionate and talented people and respecting cultural differences. Additionally, we aim to build a resilient organisation by embedding environmental, social and governance (ESG) commitments in our culture.