Strategic positioning for growth

Barenbrug, an international market leader in grass seed, has always focused on innovation and quality. To keep serving the growing needs of a worldwide client base, Barenbrug refreshes its strategy every three years. For the 2023-2025 strategy update, the leadership wanted to test earlier choices and sharpen them where needed, to lay the basis for new growth. That was to be done through a process with the input and involvement of local country managers. This challenge was taken up in a six-month collaboration with Jester Strategy.

Jester Strategy's approach was highly appreciated by the Barenbrug team. "The formats stimulated active participation and made us analyse thoroughly both inside-out and outside-in. It was refreshing to get out of our chairs and really work on our future together," says Thijssen. "The Jester advisers were accessible and pragmatic, with a clear no-nonsense approach, which fits our company culture perfectly."

The work resulted in a well-founded and sharpened strategy that gives Barenbrug not only a clear direction for the future, but also a solid framework for continuous adjustment and improvement. "The past six months have not only brought us closer to our goals, they have also laid a basis for a culture of continuous learning and improvement," Thijssen concludes.

"The tools Jester introduced or sharpened, such as working with future scenarios and using OGSM, are an important foundation for this. With the new strategy and the concrete translation into plans in OGSM format, Barenbrug is well positioned to realise its worldwide growth and development and to address opportunities and challenges proactively."