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Culture Is Said to Eat Strategy for Breakfast — but Cereal Manufacturer, Kellogg's, Prides Itself on Its Culture, Strategy A

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Culture Is Said to Eat Strategy for Breakfast — but Cereal Manufacturer, Kellogg's, Prides Itself on Its Culture, Strategy A ALIBABA in AUS: EXECUTIVE INTERVIEW The Asian giant hits our shores INSPIRING THE BUSINESS WORLD hours 48in NYC JOHN O'SULLIVAN ON Off the As featured in grid on Kangaroo GOLDEN Island The CEO Magazine WYNDHAM VACATION RESORTS’ SOIL BARRY ROBINSON POSTIE+’S For more info visit INSPIRING THE BUSINESS WORLD HENRY LEE ADVANCE’S SERAFINA MAIORANO P&N BANK’S ANDREW HADLEY ABB GROUP’S theceomagazine.com AXEL KUHR AND TAUNO HEINOLA theceomagazine.com ISSN 2201-876X 40 9 772201 876005 MOTIVATION AND REMUNERATION, AND THE INHERENT CONTRADICTIONS $19.95 incl. GST. Issue 62, October 2016 Cereal thriller Culture is said to eat strategy for breakfast — but cereal manufacturer, Kellogg’s, prides itself on its culture, strategy and, well, its breakfast. IMAGES SCOTT EHLER or more than a century, Kellogg’s has helped supply us with the most ALIBABA in AUS: The Asian giant important meal of the day, with its growing range of cereals and snack hits our shores INSPIRING THE BUSINESS WORLD hours 48in NYC JOHN O'SULLIVAN ON Off the foods still a favourite among consumers. However, maintaining grid on As featured in Kangaroo classic brands such as Corn Flakes, Sultana Bran, or Rice Bubbles GOLDEN Island The CEO Magazine WYNDHAM VACATION RESORTS’ SOIL BARRY ROBINSON POSTIE+’S For more info visit INSPIRING THE BUSINESS WORLD HENRY LEE ADVANCE’S while continuously striving to innovate for evolving markets isn’t SERAFINA MAIORANO P&N BANK’S ANDREW HADLEY ABB GROUP’S theceomagazine.com AXEL KUHR AND TAUNO HEINOLA theceomagazine.com quite as simple as ‘snap, crackle and pop’, Belinda Tumbers, Managing Director ISSN 2201-876X 40 MOTIVATION AND REMUNERATION, AND THE INHERENT CONTRADICTIONS 9 772201 876005 F $19.95 incl. GST. Issue 62, October 2016 of Kellogg’s Australia and New Zealand, tells The CEO Magazine. Belinda has been with the firm since 1998, covering a range of marketing and sales roles in Australia, New Zealand and the US, before she was appointed as Managing Director of Kellogg’s Australia in 2015. During her eighteen years with the organisation, Belinda has demonstrated leadership to drive growth agendas, plus local and global sales initiatives. It’s the combination of this experience, her passion for the food industry, and her exposure to international markets that fuels her strategic leadership style. “I’ve been fortunate to gain great global experience, and to get an understanding of markets outside of Australia. The skillset that I’ve developed has enabled me to come back into this role and really strengthen the business as we move forward,” says Belinda. The management refresher couldn’t have come at a better time, with Kellogg’s suffering a recent rough patch in ANZ, but fresh leadership, a new commercial plan, and morale-boosting initiatives across company culture has seen green shoots appear once again. Name Belinda Tumbers Company Kellogg’s ANZ “We’ve had a tough couple of years as a business,” Belinda says. “But we’ve now Position Managing Director HQ Sydney, Australia landed in a great place where we have the right people in the right roles. We’re Employees 400 at a really exciting juncture, with a fantastic new culture. We’ve created the 34 EXECUTIVE INTERVIEW right environment, and we’re continuing to see momentum returning to our business.” Belinda’s governance style has a very clear central focus — people. Hiring the right people, utilising the best talent, but also supporting employees on an individual and team basis. “This sounds like a cliché, but what sets us apart is our people. I really believe that we have some of the best talent in the marketplace,” she says. “We really are a team. Every day I see a group of passionate, driven, and motivated individuals who all share a common purpose of making Kellogg’s successful in the ANZ marketplace.” Blue Lake Milling Equal to this is its products: Kellogg’s has a strong legacy of spearheading LEADING MANUFACTURER OF OAT AND GRAIN PRODUCTS food that consumers love and trust, and is also increasing its focus on Blue Lake Milling (BLM) is an Australian owned company specialising innovation to target new consumers in oat milling, producing fl agship lines in rolled, quick and instant and lifestyle trends. “We produce really oats. BLM also innovate, manufacture, package and distribute an high quality, great tasting food,” Belinda “We really are a team. Every day I see a group of very passionate, extensive range of niche cereal fl akes, bran, fl ours and premixes. says proudly. “We’ve been in the driven, and motivated individuals who all share a common purpose marketplace for 100 years and we still BLM is unique in its willingness to deliver a fl exible, customer of seeing Kellogg’s being successful in the ANZ marketplace.” orientated approach to meet the individual needs of its business remain the most trusted breakfast - Belinda Tumbers partners. We join with retailers to supply top quality private labels brand when you benchmark us against and unite with leading brand manufacturers to provide superior, our competitors — and also brands in competitively priced food ingredients. broader breakfast categories, such as exception to this standard. “If you don’t Not on Belinda’s watch. Since taking on bread and eggs.” see the ‘K values’ being demonstrated at the Managing Director role, she has Based in the heart of South Eastern Australia’s grain growing region, BLM has a strong and reputable marketplace presence felt both a senior level, then employees are overseen bold overhauls, including domestically and internationally. The company is grounded in core encouraged to call the leaders out implementing a strong focus on values — referred to as ‘K values’ — on their behaviour and give them diversity from the top down. There is Working through all stages of the oats journey, from the grains in the which include integrity and respect, feedback as to what they should be now a 50-50 gender split within the paddock to the porridge in your bowl, BLM take extreme care to being accountable, having humility and doing differently. leadership team which was a crucial produce high quality oat products for everyone to enjoy. a hunger to learn, striving for simplicity move, not just due to the business BLM endeavour to team up with small and large companies alike to in what is quite a complex marketplace, “That cascades through the benefits of diverse working groups provide healthy, superior and a ordable Australian made food and celebrating success when it organisation, so likewise, if we see and gender equality, but also to products to meet the demands of the market place. happens. All of which plays into employees that aren’t living the ‘K ensure a great connection to target Australian oats have a reputation as the best in the world and BLM Belinda’s shake-up of the Kellogg’s ANZ values’, then we call them to task.” demographics. “We wanted to truly is striving to promote the future benefi ts of the global oat industry. leadership team, winning mindset, and Being a long-standing success is a reflect the consumers that we serve organisational culture. She is no double-edged sword. On the one hand, today. The bulk of our shoppers are Kellogg’s has a strong history of the main grocery buyer in the family “Working with the Kellogg’s team is exciting and consumer trust and foundation for instance, who is typically female,” inspiring, with their commitment to encouraging products from which to grow; but on Belinda says. more nutritious choices and passion for innovation. Blue Lake Milling is proud to be working with this the other hand, archaic working wonderful Australian company leading the way structures could remain entrenched “It’s not just gender that’s important to in cereal manufacturing.”- Lindy Cook, Business Development Manager, Blue Lake Milling. within the organisation. us though, it’s a multitude of different Phone: 08 8752 0111 • Email: [email protected] • www.bluelakemilling.com.au 37 EXECUTIVE INTERVIEW Designed for flexibility diversity metrics, because different “People can get so caught up in preferences and requirements, and ideas coming from different people the day-to-day and what needs more social events to drive engagement across the organisation are what’s going to be delivered that they forget and cross functional interaction such as to make us successful.” to have fun, so we’ve tried the annual Melbourne Cup lunch. Belinda also strives to create to bring that back into “It’s really important that people feel Located opposite the Kellogg’s manufacturing transparency around strategic engaged and that they come to work and Automation and continuous the organisation.” plant, the DC incorporates an: decisions, KPIs, and how each unique have fun every day,” she says. “People can - Belinda Tumbers improvement delivers excellence team or employee can help champion get so caught up in the day-to-day and for Kellogg’s. • Air-bridge linking the Kellogg’s plant to the success, and she says being open to what needs to be delivered that they DC, capable of transferring up to 2,000 pallets hearing the thoughts of your people forget to have fun, so we’ve tried to bring in 24-hours can do a lot to encourage engagement placed great value on a more fun and that back into the organisation.” Linfox and Kellogg’s have partnered for more than across the board. “When people feel engaging culture for Kellogg’s staff. a decade through changing market conditions and • Automated storage and retrieval system capable that their ideas and opinions are As part of the change journey, Belinda expansion into Asia and New Zealand.
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