Strategic plan

One of the major challenges currently facing the Norwegian livestock sector is that the meat, dairy and egg industries are coming under an increasingly critical spotlight.

Meeting this challenge requires basic knowledge about the entire Norwegian food system and the importance of food security. In addition, the willingness and ability to change operations and production methods are needed, as well as documentation and transparency throughout the entire value chain.

For Animalia, this entails increasing demands on knowledge development, professional outreach and the development of consulting services provided to all links of the value chain for livestock-based food production. Furthermore, Animalia aims to distinctly use its professional voice in the public debate on issues critical to the sector's reputation. Animalia has expertise in the strengths of the livestock sector and is well aware of the challenges faced by the industry.

Major challenges facing the meat and egg industry include:

  • Financial constraints throughout the entire value chain
  • Meat’s reputation is being challenged due to health, sustainability and animal welfare concerns
  • Norway’s high animal health and food safety standards are under pressure from increased (global) travel, international trade, climate change and changes in the regulatory environment
  • A high level of expertise of raw materials, meat technology and quality throughout the value chain is needed to ensure the quality of raw materials and products
  • Technology development and digital transformation must contribute to increased efficiency and competitiveness
  • Changes in funding and regulation of R&D activities place greater demands on industry participation
  • The demand for competence among all value chain players is increasing

Animalia's ambitions, goals and strategies

Animalia's activities shall be based on professional expertise and documentation with an emphasis on open sources, reporting and verifiability. Based on its professional reliability, Animalia plays an active role in initiating changes in the industry, contacting authorities and participating in public debate. Providing an arena for focussing on the entire value chain, Animalia aims to use its professional expertise to solve sector-specific challenges for both the industry and clients.

Animalia shall continue to develop and utilize its "value chain competence", i.e., its knowledge of the various interdependencies within the value chain, by emphasizing an integrated, user-oriented and innovative approach. This value chain competence is one of Animalia’s biggest assets.

Cross-cutting priority areas

Sustainability

All of Animalia's activities shall contribute to ensuring sustainable meat and egg production and the key role of the livestock sector in a sustainable Norwegian food production system. Norway's food production shall make use of the country's natural resources and such assets as good animal health and welfare.

Digitalisation

Animalia shall contribute to the digital transformation of the value chains for livestock-based food production. This transformation aims to increase competence and ensure efficient resource utilisation, streamlining consistent documentation and transparency. The process must include all manufacturers and other market players. Animalia's targeted efforts on digitalisation and automation are to be continued and intensified across all areas of expertise.

Business development

Animalia's unique expertise and position should provide a basis for increased revenue from sales of services and research activities. Animalia's market and client orientation shall be stepped up by expanding existing services, developing new services and products, and utilizing opportunities in new areas and markets. Animalia's financial results are to become less dependent on revenue from the marketing fees to ensure that the organization's professional activity can be maintained in the event of changes in the regulatory environment.

Animalia's objectives throughout the value chain

Sustainable production and diets

  • Increase knowledge of sustainable Norwegian livestock production and the use of meat and eggs in a healthy and sustainable diet.
  • Contribute to a transition to sustainable livestock-based food production.

Livestock production

  • Improve all of Animalia's industry-specific applications to become more user-relevant, introduce new functions and ensure efficient documentation and data sharing.

Animal health and welfare

  • Contribute to a low incidence of production diseases and the control of infectious animal diseases in Norwegian livestock production.
  • Improve animal welfare by establishing efficient systems for implementing improvements and documentation.

Raw materials and processing

  • Assist the industry in utilizing technology and know-how to optimise slaughtering, meat cutting and processing with the aim of developing sustainable raw materials and products.
  • Further develop and manage efficient carcass and wool classification systems.

Food safety

  • Contribute to the safe domestic production of meat and eggs and develop cost-efficient, risk-based measures to ensure national and international food safety.

Animalia's interdisciplinary priority areas

Data, digitalisation and automation

  • Further develop data and digital solutions of crucial importance for producers and the industry as a whole with the aim of increasing added-value creation.
  • Contribute to the industry's digital transformation, and to the adaptation and development of new technology and automation.

Research and development (R&D)

  • Further develop its R&D activities, and contribute to providing the meat industry with an appropriate amount of relevant research as well as securing the future access to expertise.

Professional outreach

  • Strengthen its position in the industry as the go-to place for updated knowledge, and further develop its role as a useful source of information for consumers and the general public.
  • Increase revenue from professional outreach and consulting

Business development

  • Animalia's professional activity funded by the marketing fees shall have a high benefit-cost ratio for producers and the industry as a whole.
  • Increase the share of non-marketing fee revenues.

Organization

  • Be a learning and change-oriented organization, and ensure good staff performance.