Sonneveld

From vendor to partner: building what matters

Sonneveld has been a trusted name in bakery ingredients for decades. Founded in 1956, with over 200 people on board and products used in bakeries around the world. An organisation with proven expertise — and the ambition to be more than a supplier.

Because the bakery world is changing fast. Customers are growing bigger and more demanding. Sustainability and innovation are top of mind for everyone. Added value is no longer a differentiator, it’s the baseline. In that context, a strong product portfolio isn’t enough.

The real question is: what’s your story, and why should customers choose you?

The behavioural question

What needs to change?

That Sonneveld’s people don’t just know what they deliver, but rather believe in the role Sonneveld plays in their customers’ success. And they show it. Internally and externally.

Our approach

We started at the core: what does Sonneveld truly want to mean to the market?

Through working sessions with teams and leadership, we went looking for what sets Sonneveld apart. Not from the organisation’s own perspective, but through the eyes of the customer. What drives bakeries? What challenges keep them up at night? How do they choose a partner? We applied the Jobs to be Done approach: focusing on what customers actually need, rather than what Sonneveld wants to say about itself.

Those insights led to a clear choice. The proposition: Shaping Bakery Excellence.

Being dedicated every day to improving the baking process and the customer’s end result. Not as a supplier, but as a skilled partner that thinks along, grows along, and innovates along the way.

From that positioning, we developed:

a compelling brand story that guides internally and differentiates externally
a sharp corporate identity that reflects the new ambition
a clear direction — both in content and visuals — for all future communications

What set things in motion

A positioning only works when the people who need to bring it to life truly embrace it.

That means: not communicating about the new direction, but bringing people along in the reasoning behind it. What’s changing in the market? What does that ask of us? And what does that mean, concretely, for the way you do your job? That’s why involving employees in the development process is essential. And taking the entire organisation along, carefully and deliberately.

The result: a team that doesn’t just know the ambition, but lives it. That understands why ‘Shaping Bakery Excellence’ is not just a slogan, but a way of working. Sonneveld is ready to deliver on that promise. Every day, with every customer, in every conversation.