Transforming Dairy with Data: Inside FrieslandCampina’s Tech-Driven Revolution

One for the Album ... Gültekin with members of the Technology Excellence Centre (TEC) in Malaysia.

Royal FrieslandCampina's vision, “nourishing by nature” is brought to life through its commitment to making dairy right. This commitment is supported by the innovative use of technology across its global operations. At its helm in the realm of technology and sustainability is Burce Gültekin, whose vision drives the company’s mission to provide nutritious dairy products while maintaining sustainable practices worldwide. Born in Turkey and with a rich background in technology leadership, Gültekin’s approach extends beyond mere management, reflecting the company’s deep commitments to environmental stewardship and global food security.

“We’re deeply committed to nourishing by nature,” Gültekin begins, explaining the core philosophy that guides FrieslandCampina. “It’s about ensuring food safety and security for millions globally, providing essential access to dairy products produced sustainably and ethically.” This commitment also supports local dairy farms across Asia, Africa, and Eastern Europe, helping maintain robust farming operations that contribute to the local and global food supply chain.

Role of Global IT in Dairy Production
Gültekin highlights the critical role of global IT in enhancing operational freedom and enabling the company to meet its extensive goals. Under her leadership, FrieslandCampina harnesses cutting-edge technology to streamline processes, from milk collection to final product distribution, using data analytics and AI to optimise each step.

“As Global IT, we inspire FrieslandCampina and each other to navigate the future of the business with technology, data, and AI so that we achieve remarkable results. Our products help FrieslandCampina do business more intelligently and effectively, driving costs down while increasing our impact.

“For instance, we have deployed ServiceNow to manage IT services efficiently worldwide and use technologies like Salesforce to grow our business and enhance customer engagement. We also prepare FrieslandCampina for the future with analytics and AI products that leverage cloud platforms like Databricks, Microsoft Azure, and Power BI. These solutions are vital in making data-driven decisions supporting our affordable nutrition mission.

TEC: Innovating at the Core
The establishment of the Technology Excellence Centre (TEC) on July 4 in Malaysia to complement the TEC in the Netherlands is pivotal in fostering innovation at a local and global level. This shift from Shared Service Centre to TEC is now driven by its revised Global IT strategy and the operating model.

“Both the TEC centres are not just operational hubs; they are innovation incubators that help us align our global strategies with local expertise,” says Gültekin. The decision to set up a TEC in Malaysia was strategic, driven by the strong local presence of the Dutch Lady brand and the vibrant technological landscape.

She adds: “At the TEC, we work on global initiatives that impact our seven business groups from Europe to Africa, the Middle East, and Asia. By fostering creativity and experimentation, the TEC ensures we stay ahead with cutting-edge technology, enabling us to deliver on our mission of providing affordable nutrition globally.”

“We are transforming our IT organisation into ‘One Global IT’ organised around six clusters, no matter where you are located, namely Commerce, Supply Chain, Global Business Services, Enterprise Technology Services, Global Data Analytics & AI, and Corporate Information Security. Each cluster plays a critical role, and they collaboratively deliver on the strategic priorities of FrieslandCampina.

Previously, the focus of the Shared Service Centre in Malaysia was mostly on operations. Now, the company is investing in transformational roles leading the way. “Earlier, we had the Netherlands head office leading and transforming, and Malaysia was following and maintaining. Now, we have two strong centres; both hubs are working together and acting in the service of the collective to achieve more together. For ourselves, our farmers, and society.”

This strategic move in Malaysia is a testament to the country’s growing reputation as a hub for technological innovation. By situating the centre at the Dutch Lady office in Petaling Jaya, the company not only taps into the local pool of IT talent but also positions itself in a vibrant location that is both economically and strategically advantageous.

Kuala Lumpur’s blend of skilled IT professionals, nurtured by years of technological advancement and supported by robust infrastructure, makes it an ideal place for such a venture. This initiative boosts FrieslandCampina’s technological capabilities and contributes to the region’s economic growth and tech sector development.

“As mentioned earlier, our key focus areas are reflected in the six clusters: Commerce, Supply Chain, Global Business Services, Enterprise Technology Services, Global Data Analytics & AI, and Corporate Information Security. At TEC, you will find representatives from all these areas, from Analytics and AI roles that are transforming the way we make decisions and augment human intelligence with machines & AI to Enterprise Technology Services that are building and maintaining secure, scalable infrastructure and technology for our company. This comprehensive approach ensures that all the strategic priorities of FrieslandCampina can be delivered, embedded, and enhanced from TEC.”

Positive Impacts of TEC
When asked about specific examples of how the new TEC influences FrieslandCampina’s operations, Gültekin shares her enthusiasm: “I am particularly proud of our Commerce team at the TEC. We’ve empowered our distributors with technology and advanced analytics that drive excellence by addressing critical business questions, such as the factors driving growth or decline in General Trade sales value.”

This strategic application of technology enables the team to prioritise interventions and proactively stay ahead of market trends, optimising commercial performance across the board. “By providing these insights, our teams can act swiftly and effectively, ensuring we maintain a competitive edge in the market,” Gültekin explains.

Further elaborating on the positive impacts of the TEC, she mentions the ongoing journey to re-platform the General Trade technology landscape. “This transformation is about equipping our business growth partners and sales force with innovative capabilities. For instance, AI-powered digital merchandising and product recommender systems are designed to enhance execution rigour and improve distribution strategies.” These tools bolster FrieslandCampina’s market position and drive significant enhancements in operational efficiency and product reach. “We aim to continue winning in the market by harnessing cutting-edge technologies that streamline processes and enhance our strategic output,” she adds.

Gültekin also highlights improvements in demand forecasting capabilities, which leverage AI to fine-tune production planning and cost management. “We’re driving costs down by increasing the visibility of production expenses, which enhances our overall financial efficiency.”

The journey with the TEC is expansive, with many ongoing projects that promise to revolutionise further how FrieslandCampina operates globally. “And there are many more examples to come,” Gültekin says with a note of anticipation for the future.

Gültekin shares a light moment with the TEC team, exemplifying her approachable leadership style and commitment to fostering a vibrant workplace culture.

Handling Challenges
Establishing the TEC was a significant milestone for the company, aligning with its strategic innovation and global integration goals. However, this venture had its challenges. She says: “We faced several challenges, including recruiting the right talent, setting up the necessary infrastructure, and aligning with our global operations.

We overcame these challenges by leveraging our existing presence in Malaysia and the strong brand of the Dutch Lady, collaborating with local authorities and educational institutions such as APU (Asia Pacific University). There are still challenges, which is normal. I do believe in progress over perfection; step by step, we are learning and getting there, creating this wonderful team.”

Gültekin’s personal connection to Malaysia has profoundly enriched her leadership style, allowing her to integrate diverse cultural perspectives into FrieslandCampina’s global operations. “Every time I visit Malaysia, I’m energised by its culture and people, which significantly influenced our decision to establish the TEC here,” she shares.

This deep connection has fostered a dynamic and inclusive work environment and made the TEC an attractive destination for global talent seeking to contribute to a meaningful mission.

A significant aspect of Gültekin’s leadership is her commitment to workplace flexibility and diversity. By promoting flexible working conditions, she has created a workplace that resonates particularly well with tech talent who value working remotely or with adaptable hours. This approach has been instrumental in attracting and retaining a diverse workforce, which fuels creativity and innovation within the company.

Her passion for female empowerment, especially in the tech industry, is another cornerstone of her leadership. As a woman in technology, Gültekin is committed to creating opportunities for other women, ensuring they have the support and resources needed to thrive in their careers. This dedication to gender equality is evident in her efforts to cultivate an inclusive environment that empowers women at every stage of their professional journey.

When discussing the challenges faced, Gültekin emphasises the importance of a balanced approach to technology integration. “Technology is a tool, not a solution in itself. We focus on integrating it with our human resources and processes to transform our operations truly,” she explains.

Addressing the challenge of brand recognition, particularly in regions beyond its primary markets, Gültekin notes the ongoing efforts to elevate FrieslandCampina’s global impact and legacy. She acknowledges that while many talents can easily relate to Dutch Lady Milk Industries, they may not necessarily recognise FrieslandCampina as the parent company or “mothership”. This presents an additional challenge in attracting top talent, which the company is working diligently to overcome by enhancing the visibility and understanding of FrieslandCampina’s broader role and impact globally.

Looking to the future, Gültekin is optimistic about FrieslandCampina’s trajectory, especially with the continued integration of IoT and advanced robotics into their operations. “We are continuously exploring new technologies that can enhance our operational efficiency and sustainability,” she concludes. Her vision for the company is clear: to lead the dairy industry toward a more sustainable and technologically advanced future, ensuring global food security and environmental stewardship.

All Smiles on TEC Launch Day ... (from left) Praveen Devaraju – Director, Global IT Infrastructure & Operations, Hans Janssen – Group Chief Financial Officer and Robert Demeter – Director Shared Services Asia Pacific.