Vaasan & Vaasan CEO Kalle Tanhuanpää has hailed the company’s plans to implement a new business structure as the start of a “new era” in the development of the Finnish bakery company.

Currently, Vaasan & Vaasan’s business is divided into regional units. However, from the beginning of January next year Vaasan & Vaasan has said that it will be divided into business areas rather then geographical regions. Three divisions – fresh bakery products, bake-off products and crisp bread – will be created.

“Until today the current model has worked well and taken us to strong market positions with leading brands in many countries. Now it is time to start to grow into one company with clearly defined business areas,” Tanhuanpää told just-food.

Tanhuanpää said that the move will also help increase operational efficiency and cooperation between Vaasan & Vaasan businesses.

“This change will enable and encourage us to leverage synergies between countries, competences can be used more widely and best practices can be transferred faster. This development will be supported by common processes and metrics,” he revealed.

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“This change will also clarify responsibilities in our organisation. In the current business environment speed to act becomes even more important and this change will help us in that respect, too,” Tanhuanpää added.

In dividing the business by category, Vaasan & Vaasan believes it will drive growth across the Baltic region.

“We believe that all our business areas have good growth potential driven by health, wellness and convenience trends. The increase of out of home eating will particularly drive bake-off growth. This also means an active renewal of our product assortment in order to better serve our customers and consumers,” Tanhuanpää told just-food.