Orkla’s mission statement reads as follows: “The objectives of the company are to engage in activities comprising industry, commerce, forestry, transport, finance, the acquisition and sale of securities and other investments, the purchase, sale, development and management of real estate, the publication of newspapers, magazines and other media, services and any other activity connected with the aforementioned objectives. The activities are conducted by the company itself or by its subsidiaries in Norway and abroad.”
In accordance with its mission statement, Orkla operates in several areas. The Group’s main focus is on branded consumer goods, aluminium solutions and financial investments. In 2011, Orkla announced that the Group will in future focus on and allocate its resources to its branded consumer goods operations. In 2012, in line with this strategy, Orkla has taken a number of steps towards becoming a more pure-play branded consumer goods company by phasing out businesses that lie outside the Group’s priority area. Reference is also made to page 4 of the Annual Report for further information. The Board of Directors will assess whether it is appropriate to propose adjusting the mission statement when the phase-out process has been completed.
Orkla’s primary goal is “Developing people – creating value”. Orkla aims to outperform and create greater value than its competitors and others with whom it is natural to compare the Group. Orkla will achieve this objective by sharpening its business focus and strengthening its consumer orientation. Further information on the Group’s goals and main strategies, and the goals and main strategy of each business area, may be found on the Orkla website under “About Orkla”. Work is in progress on developing Orkla’s vision andstrategic pillars.