Vision, mission and values

We are the sum of our individual dreams and efforts

Vision, mission and values


To make cereals the best products for all consumers, in a society that values us for what we are and do, and wants us to be there always.


We are passionate about transforming cereals into excellent, innovative and accessible foods for all people, working closely with our clients, and promoting the development of our colleagues, and of local farmers and suppliers.


Our values are a reflection of the way we do things and the way we relate to each of our stakeholders.

Our values


The inner force that drives us on to excel ourselves, and which moves and inspires others to progress in the same way.


We encourage creativity and diversity of thought as a means of identifying ideas with the potential to be developed through innovation. This is the key to standing out in the market and being one step ahead.

Client Focus

We constantly endeavour to exceed our customers’ expectations. This process begins at the heart of our organisation by immersing our people in the company’s culture; this is then reflected naturally in the relationships we forge with our stakeholders.


We pride ourselves on our capacity to share ideas, make suggestions, listen to our colleagues and actively pursue ways of maximising our resources. It is not enough simply to do things well; we must constantly strive to do better.


We are reliable. We achieve what we commit ourselves to do and our reach exceeds our obligations. Trust is the key element of any relationship, and the cornerstone of our model.


We work as a team because it is the only way to achieve objectives that would otherwise be beyond our grasp, while at the same time enabling each team member to showcase their skills and talents. We are the sum of our individual dreams and efforts.