Arla Foods Ingredients has launched a new brand platform that reinforces its commitment to quality.

The new ‘Quality starts here’ brand platform will be unveiled at Food Ingredients Europe, which takes place at the Messe Frankfurt in Germany from 19-21 November

In a statement, the company said that ‘Quality starts here’ sends a “clear signal of our commitment to deliver quality within all parameters of the business relationship”.

According to Arla, the platform has been developed around five concepts:

  • Dedicated experts who are focused on solving customers’ challenges
  • Uniform high product quality, supported by strong traceability
  • Innovative and customised solutions with a fast time-to-market
  • Full commitment to protecting the environment
  • Security of supply, backed by adequate capacity, logistics and documentation

Henrik Andersen, CEO of Arla Foods Ingredients, said: “We recently launched our new growth strategy, and during the development of this, we held a number of workshops with customers to find out what mattered most to them. Above all, their priority was the availability of ingredients at the correct quality.”