Before 2014, each of Atria’s business areas managed procurement independently, often resulting in fragmented supplier relationships and missed opportunities. Today, the team operates as a unified group, applying a cross-border way of working.

“We have one point of contact per supplier, standardized contracts, and a shared overall view. We have noticed that this streamlines communication and strengthens supplier relationships,” explains Frank Steen Jensen, Category Manager.

The team’s ability to share market insights and supplier contacts instantly means that innovations and best practices travel quickly across borders. This unified approach has led to tangible sustainability gains as well. For example, in Denmark, a new packaging line was recently launched that reduced plastic usage by 40 percent.

“This project involved collaboration with customers, suppliers, and technical teams across multiple countries, resulting in significant reductions in carbon emissions and improvements in packaging quality,” says Frank Steen Jensen.

Efficient and sustainable sourcing across borders

Sourcing decisions are made with both efficiency and sustainability in mind. Hannu Toivanen, Category Manager, recalls, “A few years ago, we shifted sourcing preserved vegetables from South America to Europe. This reduced transport costs and environmental impact, thanks to shared supplier information and volume consolidation.”

His colleague, Niina Nuottivaara, Category Manager, adds, “We have also managed to consolidate cheese procurement so that a single supplier delivers the products to a central warehouse, from where they are distributed to multiple countries. This optimizes logistics and reduces emissions.”

Being a high-volume, cross-border customer means Atria is prioritized by suppliers – especially during crises or other unexpected situations, such as the pandemic a couple of years back.

“Suppliers see us as an ‘A’ customer, which secures delivery and often gives us early access to innovations,” notes Frank Steen Jensen.

Volume consolidation also simplifies negotiations and strengthens the company’s position in the market. “It also simplifies price discussions – one strategic purchaser per supplier, rather than separate negotiations in each country,” says Niina Nuottivaara.

Traceability is central to the team’s approach. “In procurement, it is essential to know where raw materials are grown and harvested, and to ensure that human rights and environmental standards are upheld,” says Hannu Toivanen. Suppliers are increasingly prepared for sustainability audits and reporting, making compliance easier and more transparent.

“Better together” for over a decade

Joint meetings across countries help set common goals, particularly for packaging. “It’s crucial that all countries move in the same direction, rather than pursuing separate strategies,” emphasizes Frank Steen Jensen.

Looking ahead, the team is united in its vision. Sustainable procurement will only grow in importance, driven by customer and regulatory demands, as well as by an increasingly unstable global environment marked by climate change, pollution, and rising geopolitical tensions.

Atria’s cross-border model provides resilience, efficiency, and strategic advantages, ensuring Atria remains a preferred partner for suppliers and a leader in sustainability.