During the Dutch final on Monday 18 June, the ‘Innovation by Nature’ team from Avebe achieved the best performance with the fictitious juice manufacturing company ‘The Fresh Connection’, thus securing a place in the global final which will be held this September in Milan, Italy!
The top eight teams from the preliminary rounds came together in the Dutch final at De Apenheul Primate Park in Apeldoorn to tackle the various challenges facing The Fresh Connection. In the Kambizuri Lodge, in the heart of the park housing animals such as gorillas and lion-tailed macaques, the teams of finalists battled to make the most optimal decisions relating to supply chain, operations, sales and purchasing. The Avebe team opted for a responsive market strategy which they then applied consistently to supply chain, operations and purchasing. They were clearly not ‘monkeying around’ and ended up winning the contest,
with teams from FrieslandCampina and Argusi coming second and third, respectively.
When asked about their strategy, the members of the Avebe team explained that they wanted to create a company selling high-quality products with a high service level and a good shelf life for the customer. They opted for a high retail price and then aligned the rest of the supply chain accordingly.
Every year, The Fresh Connection Global Challenge attracts participants from numerous leading manufacturing companies worldwide, such as Michelin, Adidas and Siemens. This September, the Avebe team will go head to head in Milan with the winners from the other regional finals around the world. The prize up for grabs is an Executive Course at the Massachusetts Institute of Technology (MIT) in Boston, USA.