A New Cultural Leadership
Over the past few years, Barilla has established a major presence in certain countries and an extremely promising one in others, and is laying the foundations for solid future development. The company has achieved good growth in market shares, sales volumes and value.
The results we have achieved over the years, however, are not ends in themselves. They are simply figures that tell us whether or not we are heading in the right direction. They are the compass we look at along the way, to help us make more responsible investments, in line with our commitment to making a significant contribution to people and planet wellbeing.
However, we need to look beyond results and acquire a deeper understanding of what leadership means in our profession. Because to lead a market, it is not enough to have the biggest market share or the most competitive organization, or to be the best supplier for customers: being a leader means having something more, and making a difference in your industry.
So as well as our products, it is about implementing a strategy of cultural leadership. Major brands have a duty to promote a line of thought that guides the needs, habits and lives of everyone.
Our future prompts us to improve what we do, all the time, because only we know our business and only we know how to develop our skills in step with what we discern in the outside world. We need to understand how the world of nutrition is evolving, because it is full of information, not to mention the joy of eating. That is why, by doing our job to the highest standards, we bring joyful and wholesome food to everyone.
We really do feel indebted in this respect to the company and everyone who puts their trust in us. And we have the means to achieve this goal: our history, our know-how and the willingness to invest.
This Sustainability Report explains the foundations of our Mission, highlights their importance and sets out our strategic choices. It is an all-embracing project of cooperation and responsibility that involves us all.
Our future prompts us to improve what we do, all the time, because only we know our business and only we know how to develop our skills in step with what we discern in the outside world.