Internationalisation and growth
Global markets present great opportunities for further growth. That is why we have chosen to pursue a consistent strategy of internationalisation. We have significantly expanded our international market presence in the Agriculture Segment by acquiring T&G Global Limited (formerly: Turners & Growers Limited; New Zealand), Cefetra (Netherlands) and BayWa Agrarhandel GmbH (formerly: Bohnhorst Agrarhandel; Northern Germany). With additional companies and representative offices in many countries in Europe and South America, we are tapping into important new procurement and sales markets, especially with regard to agricultural trade. Today, we are one of the ten largest agricultural traders worldwide, and we are a key global player in fruit trading. In the Energy Segment, we have always had an international focus in the field of renewable energies. We are present in the leading growth markets for wind, solar, biomass and geothermic energy thanks to acquisitions in many European countries and the USA.
In addition to continuing to pursue our strategy of internationalisation, our goal is to leverage further potential through close cooperation between Group companies, establish efficient Group risk management, optimise logistics structures and increase efficiency. Trust, mutual understanding and a spirit of partnership are the keys to successful and rewarding teamwork within the Group. Additional goals for the near future in the renewable energies business include a uniform brand image under the umbrella organisation of BayWa r.e. renewable energy and the expansion of the product portfolio.
Growth in our home markets
In view of stagnating markets, our goal in the Energy business unit – which comprises the product categories mineral oils (heating oil, diesel, lubricants) and wood pellets – is to increase our market share in our core territory. To this end, we look to cooperate with a partner while maintaining entrepreneurial leadership. This makes it possible to cultivate markets even more intensively and opens up options for new products. Expanding our range of products and services is also a main strategic aim in the Agricultural Equipment business unit, which is built on innovation, especially in its workshops. The key elements of the business unit’s strategy also include the expansion of marketing rights for products from selected manufacturers, with a focus on international markets. The Building Materials business unit is focusing on expanding its service portfolio, continuing on its path towards becoming a “specialised generalist”. Alongside the expansion of its range of services, the business unit is also concentrating on optimising its structures and processes when it comes to sales, purchasing and logistics.
In the Digital Farming business unit, BayWa is pooling and pressing ahead with its digital offerings. It is pursuing an omnichannel strategy in which the website and online shop increasingly merge together. Apart from the e-commerce activities, smart farming in particular is included in this business unit. Tractors, combines and other equipment that are connected with each other optimise tillage and harvesting processes with the help of an array of data from machine sensors, GPS and land information. Through Group company PC-Agrar GmbH and its sales subsidiary FarmFacts, BayWa is able to offer a wide-ranging portfolio. The aim is to assume a leading role as a professional partner for agriculture in terms of digital farming and farm management.
At a diversified Group, clear, straightforward brand management plays a decisive role in winning the hearts and minds of people both inside and outside the company. That is why strengthening and continuing to develop the BayWa umbrella brand within a Group that has grown is one of our key strategic goals. Our family brand strategy is our way of pursuing our goal of understandable and credible communication about BayWa that people can trust, and presenting our partners and customers with a reliable image of what “their” BayWa stands for.
Sustainability is not just a guiding principle for us; it is also a matter of course. To continue to foster sustainability and make it even stronger, we have made it a strategic cornerstone of our company and have introduced sustainability management. We have defined four strategic fields of action that pool our current activities and form an “umbrella” for future plans: Environment & Climate (protecting resources), Employees (working in the spirit of partnership), Market (sustainable management) and Quality of Life (shape the quality of life).