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is one indication of the sustainability focus. Further, the company has changed its
communication with customers and emphasized values as quality, vicinity and
sustainability.
The founding and succeeding farmers have over time acted based on a “stewardship perspective”. Due to the societal change, the dairy matches the SBM archetype
“repurpose the business for society/environment”. It also matches “substitute with
renewables and natural processes”.
From a sustainability-oriented innovation perspective, their company has covered all three dimensions. Even though the dairy was founded in order to reach
operational optimization (doing more with less), the stewardship perspective with
focus on vicinity and sustainability in combination with societal change has led to
organizational transformation and system building.
5.5.3 The Gudmund Farm
The Gudmund Farm is a farm charcuterie, which also conducts pig breeding and
production. The company was founded in 1998 and produces high-quality sausages
and other meat products. Fresh and processed meat products are sold in the farm
shop, in other farms’ shops and in the groceries in the city. The meat comes from the
farm or from subcontractors, farms in the neighbourhood. The company has longterm spoken agreements with the subcontractors, based on trust and a handshake.
The sausages are handcrafted by old methods and have no additives other than natural spices and herbs. The company has diversified its products and activities continuously over the years. The company develops new sausage varieties and other
meat products. Some of the new products have been developed by the employees of
the company. Recently, the owners have also started to provide courses in sausage
craftsmanship, food waste minimization and nutrition. Even though one goal of
courses is to generate some revenue, the main reason is to educate customers. The
company has also started a restaurant at the farm, where they serve lunch and
arrange conferences. In order to get closer to the end customers and to learn their
needs and expectations, the company opened a shop in the city close to the farm
charcuterie, in 2005.
An important part of the business model is to develop and nurture long-lasting
cooperation with customers, other companies, subcontractors and neighbours. The
owner is also explicit regarding sustainability:
Our company and our farm will stay where it is. Of course, we have to take good care of our
land, our employees, our neighbours and our animals. We also want to create win-win relationships with customers, sub-contractors and other companies.
The company matches three SBM archetypes: (i) encourage sufficiency, (ii) substitute with renewables and natural processes and (iii) adopt a stewardship role.
From the start, the company has been run by the owner with a clear and explicit
stewardship perspective, where sustainability is a central theme. The owner stresses
the importance of local and professional networks. The company was the first to
P.-O. Ulvenblad
is one indication of the sustainability focus. Further, the company has changed its
communication with customers and emphasized values as quality, vicinity and
sustainability.
The founding and succeeding farmers have over time acted based on a “stewardship perspective”. Due to the societal change, the dairy matches the SBM archetype
“repurpose the business for society/environment”. It also matches “substitute with
renewables and natural processes”.
From a sustainability-oriented innovation perspective, their company has covered all three dimensions. Even though the dairy was founded in order to reach
operational optimization (doing more with less), the stewardship perspective with
focus on vicinity and sustainability in combination with societal change has led to
organizational transformation and system building.
5.5.3 The Gudmund Farm
The Gudmund Farm is a farm charcuterie, which also conducts pig breeding and
production. The company was founded in 1998 and produces high-quality sausages
and other meat products. Fresh and processed meat products are sold in the farm
shop, in other farms’ shops and in the groceries in the city. The meat comes from the
farm or from subcontractors, farms in the neighbourhood. The company has longterm spoken agreements with the subcontractors, based on trust and a handshake.
The sausages are handcrafted by old methods and have no additives other than natural spices and herbs. The company has diversified its products and activities continuously over the years. The company develops new sausage varieties and other
meat products. Some of the new products have been developed by the employees of
the company. Recently, the owners have also started to provide courses in sausage
craftsmanship, food waste minimization and nutrition. Even though one goal of
courses is to generate some revenue, the main reason is to educate customers. The
company has also started a restaurant at the farm, where they serve lunch and
arrange conferences. In order to get closer to the end customers and to learn their
needs and expectations, the company opened a shop in the city close to the farm
charcuterie, in 2005.
An important part of the business model is to develop and nurture long-lasting
cooperation with customers, other companies, subcontractors and neighbours. The
owner is also explicit regarding sustainability:
Our company and our farm will stay where it is. Of course, we have to take good care of our
land, our employees, our neighbours and our animals. We also want to create win-win relationships with customers, sub-contractors and other companies.
The company matches three SBM archetypes: (i) encourage sufficiency, (ii) substitute with renewables and natural processes and (iii) adopt a stewardship role.
From the start, the company has been run by the owner with a clear and explicit
stewardship perspective, where sustainability is a central theme. The owner stresses
the importance of local and professional networks. The company was the first to
P.-O. Ulvenblad