Following an extensive stakeholder analysis, a materiality matrix was drawn up. The matrix is periodically tested for relevance and, if necessary, supplemented or prioritised. The reporting structure is organised according to the material issues. The approach, agenda, dilemmas and outlook for each topic have been brought together in a dashboard, creating a clear structure and steering mechanism.
The most important material themes of food safety, transparency and animal welfare are linked to the UN Sustainable Development Goals (SDGs) and described on the basis of specific objectives.
The SDGs and material topics are integrated within the value creation model.
The CSR report also includes employee profiles, key figures, sales areas, value chain, valorisation, core values, business principles, food trends and stakeholder interviews. Together, these features make the report a widely accessible document.

CF Report contributes to Vion’s wider communications approach with CSR advice, materiality, value creation, selection of CSR topics, GRI Standards, resulting in high-quality documents.

With a 180-degree turn, Vion Pork has rethought its strategy: from plate to farmer, customers and consumers are central, the chain is shortened, and craftsmanship is brought to the fore as a unique quality.
The new brand identity of the Pork division has been shared and communicated internally and externally in the form of stories, products and people.

The ‘Modern Meatmasters care’ campaign was launched internally to support and strengthen Vion’s vision and business activities. Using an e-zine, CF Report has developed an external platform for stories, cases and products. At the Meatmasters Academy, employees are involved in ‘meat mastership’ and play an important role as ambassadors.

For Vion Pork, CF Report developed the central message ‘Modern Meatmasters care’, to help guide the meat industry’s transition to a demand-driven food chain that focuses on taste and quality.