Vision and strategy

Our vision

As a global chemical company our vision is to be an Industry Shaper, aiming to set industry standards and being a positive force, developing the industry through performance and growth.  Our mission is to strive for better yield, delivering good returns for farmers, industrial customers and our owners.

We are committed to fostering an inspiring and innovative performance culture, based on our vision and mission, the Code of Conduct and the Ethics Program, and our four core values: ambition, teamwork, trust, accountability. 

Our strategy

Our corporate strategy is based on profitable and sustainable growth, building on an unrivalled market position and a unique, flexible business model united with global corporate citizenship. The strategy is the company’s roadmap for industry shaper performance and long-term value creation.

With the current business platform, we aim for a ten percent global market share, which would be an even better utilization of our global marketing and distribution system.  Reaching this long-term objective will require productivity gains in the existing business as well as organic growth and step growth initiatives, seeking for new business opportunities.

Principally, we will focus and grow within three main business areas: nitrogen-based fertilizers; nitrogen for industrial applications; and sourcing of phosphate and potash.  We will also focus on increasing production in regions with stable supplies of competitively priced natural gas for ammonia production, and phosphate and potash resources, expanding presence in high-growth markets and participating in consolidation in mature markets.

For all growth categories, scale, synergy and timing are important factors - combined with strict financial discipline.

Leadership Agenda

Our Leadership Agenda supports our strategic ambitions. It concentrates on five areas the company needs to focus on in order to realize its industry shaper vision:

• To continuously drive profitable growth
• To be a leading enterprise in global agricultural development
• To drive strong performance and positioning on environmental solutions
• To perfect operations throughout the organization
• To ensure a company-wide focus on best practice corporate governance

Underlying the agenda is the drive to consistently explore new business opportunities. Such opportunities arise from global developments as well as the company’s knowledge base and market-oriented Research and Development activities.