What do the CEO of a biscuit factory, a manager of a hospital and a retired CEO of a cheese factory have in common? As it turned out, all three had invaluable input to the strategy of De Polle goat farm in Belgium.

Paul and Veerle D’haene-Minsaert run De Polle goat farm with 500 goats. Approximately 60 % of the farm’s goat milk is processed to produce a variety of products such as cheese and ice cream. The products are sold on their farm, at local markets and in catering establishments. The two farmers ended up being in doubt about how to develop their business: Should they reduce or enlarge their broad product range? Should they respond more to the opportunities of tourism in the area? Should they separate the goat farm from the processing unit? What would the financial impact of these decisions be on the farm? They had too many unanswered questions. And since they did not have an education in management, they lacked the specific knowledge they needed in order to make some decisions.

The solution was an Advisory Board

Veerle contacted the Innovation Support Center for Agricultural and Rural Development, Innovatiesteunpunt, for advice. It recommended that the two farmers establish an Advisory Board composed of external experts. In the case of Paul and Veerle, the Advisory Board consisted of a CEO of a biscuit factory, a manager of a hospital and a retired CEO of a cheese factory.

Preparing for the Advisory Board

Prior to the Advisory Board’s first meeting, Paul and Veerle worked together with the Innovation Support Center to make a detailed SWOT analysis of the farm’s strengths, weaknesses, opportunities and threats, and to clearly determine what the farm stood for and what Paul and Veerle wanted to achieve.

They also agreed on an outline of the roles and responsibilities of the Advisory Board which was signed by all parties. Based on the SWOT analysis, the first meeting with the advisors was scheduled to determine the issues that the Advisory Board would tackle in its first year.

Focus areas

Four focus areas were determined by the Advisory Board: finding a better bank, improving the pricing of the product, improving the product flow in the cheese production and improving the production planning with regards to personnel. For each of these topics, one of the external advisors had specific knowledge which could be brought into play.

Better financial situation

Paul and Veerle increased their management knowledge via discussions with the experts and the Innovation Support Center. This resulted in a better financial situation of the farm which in turn persuaded their son to join the company after his studies. The farmers are now getting the goat farm ready for the future by executing the necessary investments.

On the request of other farmers, the Innovation Support Center has started up five Advisory Boards all over Flanders.

Video

Watch the video about De Polle’s Advisory Board.