Our strategy
Our strategy
Barry Callebaut has delivered remarkable growth over the past 25 years by supporting customers around the globe with chocolate & cocoa ingredients and solutions. With the launch of the strategic investment program, BC Next Level, we are paving the way for the next decade of sustainable growth: the measures will move the company closer to customers and markets and digitalize the front- and back-ends of the business. By optimizing our portfolio, go-to-market strategy, supply chain, and manufacturing, Barry Callebaut aspires to deliver product solutions that bring even more value to our customers. Through BC Next Level, Barry Callebaut will enhance and unlock the full potential of the business to offer better value, better service, better sustainability, and better quality for customers.
There are four long-term strategic growth priorities at the center of the BC Next Level strategy:
These will be supported by a streamlined, tech-enabled organization and best-in-class sustainability.
Deeper outsourcing partnerships
Over the past 25 years, Barry Callebaut has earned a place among the most trusted partners for chocolate & cocoa ingredients in the FMCG sector. Our goal is to strengthen partnerships with new and existing customers by leveraging its unique assets and capabilities. With deeper outsourcing partnerships, Barry Callebaut will provide products & solutions that can support each customer’s growth journey better than ever before.
Scale up Specialties
Consumer trends today continue to shift faster than ever. Barry Callebaut wants to support all types of customers to meet these changing tastes and preferences. Thus, we are increasing our capabilities to provide highly differentiated specialty offerings at scale everywhere. These offerings will include high-growth/high-value areas such as gluten-free, vegan, single-origin, as well as many other specialty products. The growth of Specialties will support the continued premiumization of Barry Callebaut’s Food Manufacturing and Gourmet businesses.
“Fair” share in APAC
Barry Callebaut’s goal is to significantly grow its business in the Asia-Pacific (APAC) region to support its customers in the region and deliver value market share in line with the wider Group. We are implementing localized strategies built around country cluster commercial teams to offer chocolate & cocoa solutions tailored to local markets, with optimized distribution leveraging the digital enhancements delivered by BC Next Level.
Supported by two critical enablers – digitalization and sustainability
Barry Callebaut’s four long-term strategic growth priorities are underpinned by streamlined and tech-enabled organizational capabilities. Our commitment to best-in-class sustainability will further drive the implementation of the growth priorities. In 2024, Barry Callebaut announced a strategic partnership with Microsoft to accelerate the digital transformation journey. Also we launched the Future Farming Initiative (FFI) with the ambition to create a fully scalable, high-tech, and sustainable cocoa farming business. We intend for FFI to be a catalyst for others to invest in farming and create partnerships with farmers to modernize sustainable cocoa farming at scale.
