The Arla Foods Blog
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The Arla Foods Blog
Title:
The Arla Foods Blog
Summary:
Arla Foods, Europe’s largest dairy company, has become the first major Scandinavian company to launch an external blog. Leading the charge is their Danish branch, with three blogs in Danish aimed at sharing insights on nutrition and health, farm life, and the happenings within the organization.
Reasons for Blogging
Arla Foods is venturing into corporate blogging to forge long-term relationships by presenting a human face to its customers. Their blogs aim to showcase their industry expertise while addressing criticism in Denmark. This bold move is part of a strategy to counter negative press.
Facing accusations of undermining small dairy companies in Denmark, Arla Foods was also impacted by Middle Eastern boycotts due to controversial Danish caricatures of the Prophet Mohammad. These depictions, offensive to many Muslims, led to demands for an apology from the Danish government.
While the Danish government defended press freedom, Arla Foods faced significant challenges as boycotts halted their sales, forcing layoffs of up to 100 employees. This was a heavy blow for a company with $480 million in annual sales in the region.
Having built a robust business in the Middle East over 40 years, Arla was determined to overcome this setback. The sudden halt in operations across the region was a shock, especially after gaining trust and providing stable income for its co-operative members.
The newspaper responsible for the caricatures eventually apologized, though they hadn't broken Danish law. The Danish government acknowledged this apology but stressed that it couldn't apologize on behalf of independent media. This situation led to diplomatic strain and militant threats.
Arla Foods was criticized, particularly in Denmark, for seeming to capitulate to pressure. An agreement to end the boycott, seen as a compromise by some, sparked controversy over free speech. Despite resolving issues in the Middle East, new challenges emerged in Denmark.
Arla’s websites describe these efforts as proactive marketing. The company published the Danish government's statement respecting Islam in a Saudi newspaper, followed by advertisements across 25 countries, expressing their understanding of the region's culture and faith. They also launched humanitarian projects, supporting disabled children and cancer sufferers. While a business necessity, this approach required careful public perception management.
Blogging Today
To address criticisms of appeasing fundamentalists, Arla Foods sought to clarify its stance through blogging. Despite ending the Middle Eastern boycott, concerns about Danish consumer backlash persisted. Arla had already been boycotted in Denmark over alleged market dominance and aggressive tactics against smaller dairies and farmers.
With image issues looming, Arla launched three blogs. One blog is managed by shareholder farmers, another, "Natural Thoughts," is led by senior company figures. Although open to comments, these blogs lack trackbacks. While seen as innovative, the blogs haven’t fully achieved their objectives.
Arla's head of communication confirmed that these blogs aim to foster dialogue, enhance transparency, and offer an alternative narrative to mainstream media portrayals. Recognizing the negative sentiment towards them, Arla sees blogging as a tool to bridge gaps and facilitate direct communication.
Seizing the Opportunity
Given the challenges from a captive consumer base, legal pressures, and critical media, blogging is a strategic move for Arla. Danish prosecutors have accused the company of unfair trade practices, intensifying the need to reshape public perception. Blogs offer a platform to share their perspective and engage directly with audiences, bypassing traditional media barriers.
If Arla’s blogging endeavors succeed, it could revolutionize corporate blogging in Scandinavia, proving its effectiveness in reshaping public image and enhancing communication.
You can find the original non-AI version of this article here: The Arla Foods Blog.
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