AAK Annual Report 2020

AAK Annual Report 2020 8 The uncovering of our purpose – Making Better Happen™ Throughout 2020, we conducted a highly inclusive co-development process with the objective of uncovering our purpose. More than 1,000 colleagues were involved, representing all regions, functions and industries. When all input had been consolidated, it became very clear to us that everything we do is, and will continue to be, about doing things better… We collaborate closely with customers to under- stand what better means for them. We deliver better The journey to uncover our purpose began in 2019 with the creation of a new AAK strategy to guide our future development. The vision for this future is to become the first choice for plant- based oil solutions within the indus- tries we serve. The need for a unifying and mobilizing purpose was identified as a key strategic enabler for delivering against this vision. Our purpose – Making Better Happen ™ – is the reason whywe exist, the difference we want to make. We choose to be a purpose-driven company in the belief that long-term, sustainable growth goes hand-in-hand with making a positive impact. benefits, by making their products better tasting, healthier, more sustainably sourced, and more efficient to produce. Central to AAK is a preference for the humbleness of better in contrast to the boasting of best. Best breeds complacency, while better is a journey of continuous improvement. We truly believe that better has the potential to be more ambitious than best.