The foundation: the company’s business vision
The starting point for formulating a development goal is to discover the vision and mission of the company.
The vision illustrates the entrepreneur’s vision for the future. It is the vision of the future that the entrepreneur has for the food system and the ideal position of the company within it.
Tip: Do your best to visualise this vision of the future. What does the future look like in the eyes of the entrepreneur?
- Sketch out the entrepreneur’s vision related to the area of food transition
To discover the entrepreneur’s vision regarding the food transition, you can use the 5 questions that reflect the entrepreneur’s vision of their role in the food system.
To do this, use the development extremes from the table to make the vision as concrete as possible.
Development extremes options
Supply and demand
How is the growing and differentiated demand being met?
Push versus pull
How will the conflicts in the chain be conducted in the future?
Power versus cooperation
From which perspective will sustainability be stimulated and how far will they go?
Profit versus social role
How far can they go / are they allowed to go in food?
High tech versus limited
Is quantity and price most important or health?
Food security versus food safety
Help needed to discover/formulate the company’s vision. Click here
- Which of the 8 themes from the chapter ‘Food transition: towards a more sustainable and healthier food system’ is incorporated into the company’s vision (which theme represents the vision of the future of the company in transition? Is it protein transition or food waste or ....) or is the company already working towards this?
- Which themes do you personally consider appropriate for the company’s vision?
Formulating the development goal
To make it possible to formulate development goals, you first have to make the company vision more specific by once again examining the themes that are important for the company.
Formulating SMART objectives
To formulate achievable and concrete goals, it is useful to use SMART:
- Specific: a concrete action or observable behaviour
- Measurable: the final outcome must be measurable (it must be possible to see it, hear it, etc.)
- Acceptable: the goal must be acceptable to you and to others
- Realistic: the goal must be achievable (not too easy or unrealistically high)
- Time-specific: when to start, when has it been achieved
For more help on formulating SMART goals, click here