Arla Foods Ingredients has launched “Quality starts here,” a new brand platform that reinforces its commitment to quality.

“Quality starts here” has been developed around five cornerstones that underline Arla Foods Ingredients’ quest to achieve the highest standards of product quality and service globally at all times:

Henrik Andersen, CEO of Arla Foods Ingredients, commented: “We recently launched our new growth strategy, and during the development of this we held a number of workshops with customers to find out what mattered most to them. Above all, their priority was the availability of ingredients at the correct quality. Our ‘Quality starts here’ platform sends a clear signal of our commitment to deliver quality within all parameters of the business relationship. Building on what has already made Arla Foods Ingredients a leading supplier of whey-based ingredient solutions, the aim is to cultivate our quality mindset further. Our ongoing project to build a state-of-the-art lactose plant in Denmark is just one example of this commitment.”

Arla Foods Ingredients’ new ‘Quality starts here’ brand platform will be unveiled at Food Ingredients Europe, which takes place at the Messe Frankfurt in Germany Nov, 19 to 21, 2013. Arla Foods Ingredients is exhibiting in Hall 8, Booth #C01.

Henrik Andersen said: “The ongoing evolution of market demands is a challenge for us all in the food industry. The goalposts are constantly moving. This is the reality at the heart of ‘Quality starts here’. The intention is to reinforce our culture for continuous improvement, supported by future-oriented policies and procedures. Through this, we will achieve our goals.”