From suppliers to partners: Royal A-ware's dairy farmer sounding board

13 dairy farmers from all over the Netherlands, representing every milk stream and region, make up Royal A-ware's sounding board. At least five times a year, they meet with the Management Board. In these meetings, strategy meets reality. New ideas are vetted with the dairy farmers: how realistic are they, and what changes may be needed to fit them into life on the farm? Former member Ton van de Bosch and newer member Jacomien Dogger talk about the mutual learning experience of being on the sounding board.

‘Milk was just milk when we became suppliers,' says Ton, who runs a 245-cow dairy farm in Lippenhuizen, Friesland. Since then, Royal A-ware has developed six milk streams, each with specific sustainability requirements. The sounding board played an important role in this transformation and remains involved in developments both large and small.

Mutual learning
'Royal A-ware's directors aren't farmers,’ says Ton. ‘They understand what we do, but they don't experience the day-to-day life on the farm. The sounding board brings that practical knowledge to the table. That learning has always gone both ways. As farmers, we gain a better understanding of how Royal A-ware's business works, what customers demand of them and what we have to do to ensure our product sells. I realised early on: I'd rather help develop solutions than resist change.’

Jacomien operates a 200-cow dairy farm in Beerzerveld, Overijssel. As a newer member, Jacomien hasn't experienced major changes yet. Her first year on the board has nevertheless proved meaningful. 'Instead of simply presenting us with requirements, Royal A-ware brings us challenges and works with us to find solutions. When you share a different opinion, they want to understand your reasoning. It's nice to see that the Royal A-ware's directors are genuinely interested in what drives your perspective.'

Give and take
The development of the Koe Bewust programme is a prime example of how the sounding board works, with give and take on both sides. ‘When they introduced the requirements for herb-rich grassland, we didn't think they were realistic,’ says Ton. ‘But we discussed it, and we agreed that buffer strips count towards the target. For the farmer, this is a much more practical solution.’ The requirements for grass-clover were also met with scepticism. ‘It was new to us, and you know the saying: farmers don't trust what they don't know. Once we tried it, however, we were quite enthusiastic.’

The monthly milk price calls also offer opportunities for feedback, explains Jacomien. ‘Our contracts stipulate that the milk price should fall within a specific range. But we also see what is happening around us. If we were to find that the milk price is not in line with market conditions, we would raise this issue.’

Staying approachable
Over the years, the sounding board has become more structured, with fewer spontaneous meetings at the local dairy factory like in Ton's early days. But whatever form it takes, approachability remains essential. 'We have a good relationship with the Management Board, built on openness and transparency,’ says Jacomien. ‘Every farmer should feel comfortable raising questions and concerns. I believe we have that environment here.’