From the Ground Up - McCain Foods Limited

Dale Morrison at the McCain
offices at BCE Place in
Toronto, Canada, 2005.
DALE MORRISON
Afterword
Seizing opportunities to meet demand marked the first fifty
years of McCain Foods growth. Our challenge today is to create
demand in an ever changing marketplace.
To meet our challenges we must harness the same strength
of character that has made McCain the success story it is
today. Nothing happens without responsible, talented, and highperforming
people. Our people have been, and will continue
to be, our greatest strength. So it should be no surprise that at
the very core of our strategic direction – Growing Together
– is our commitment to the continuous development of each
and every person on our team. We will be more powerful as a
team – and more successful as a business – when each of us is
empowered to be the very best we can be.
Our goal is to become a market-facing company that consistently
wins with customers and consumers by making them
smile. We will be working hard and creatively to introduce
value-added products in our developed markets in order to
create new demand, and we will be looking for ways to reach
hundreds of millions of people in the emerging markets of
Asia, Africa, and South America who are not yet consumers of our products. That’s
over 60 percent of the world’s population to win over!
It’s a tall order. Competition has increased. Food preferences have changed. The
state of the world’s environment dictates only the most responsible and sustainable
means of growth.
We will grow and win in this marketplace by focusing the entire team on our priorities:
Enablers, Quality, and Innovation. Enablers, quite simply, are all of us working
together to improve efficiency and productivity, thereby eliminating waste. The
savings from our collective efforts provide the resources to reinvest in our business
and our people. Quality must be a defining characteristic of the McCain brand. Every
box, every bag, and every bite of every product we make must be the best, every
time. Innovation will be the magic in our success formula. Constantly developing
new products and searching for new and better ways of doing things is the key to our
short- and long-term growth.
We will win by leveraging our global scale while remaining a decentralized company
that responds to local issues and needs with those people who understand them
best. But we’re not going to miss taking advantage of big, powerful global initiatives
and practices that can make us all stronger and better able to meet the needs of our
customers and consumers. By linking together the functions in each of our businesses
and sharing the best ideas among us swiftly, we create a powerful web and a
significant competitive advantage.
I have every confidence that our global, multicultural family business will continue
to grow together and succeed. I am very excited about our future. Thanks to
Wallace, to Harrison, and to those employees who came before us, we have a solid
foundation on which to build.
Dale Morrison
President and CEO
McCain Foods Limited
Toronto, Canada
May 2007
240 From the Ground up
AFterword
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