Orkla – your friend in everyday life

Orkla’s new vision is “Your friend in everyday life”, a vision that is underpinned by the values “brave”, “trustworthy” and “inspiring”.


Orkla’s new vision and values are part of the Orkla compass that is to be presented to the entire Group on 8 June 2015.

“I am proud of the Orkla compass, which comprises a new vision, mission, values and strategic pillars. This compass gives us a common value platform that is essential to our efforts to build ‘One Orkla’,” says Orkla President and CEO Peter A. Ruzicka.

“Your friend”

The vision has been chosen in the light of Orkla’s importance for millions of people every day. Every day, close to 8 million Orkla products are sold.

“Our branded consumer goods play different roles in different situations, but one thing they all have in common is that they are chosen again and again every single day, because consumers like them and trust them. That’s why I think we really hit the mark with our new vision, which states that Orkla aims to be “your friend in everyday life”. The vision also reflects the way we want to be perceived by our business partners and everyone who has a relationship with Orkla, and it expresses the way we seek to be towards one another,” Mr Ruzicka says.

Common values

The values “brave”, “trustworthy” and “inspiring” describe Orkla today, but also reflect the goals we must strive to achieve.

“These aren’t just words. These values must form the basis for important decisions, guide our behaviour and reflect the way we want others to perceive us. We must be innovative and ambitious, take responsibility and keep our promises, and inspire consumers, customers, business partners, our colleagues and other stakeholders,” Mr. Ruzicka says.

The strategic pillars are based on the Group’s former pillars, but a fifth pillar, “society”, has been added. This additional pillar reflects the importance of corporate responsibility and stakeholder dialogue, and the fact that Orkla sees sustainability as both a responsibility and a competitive advantage.