Setting out a vision for the future of animal wellbeing
Dutch Society for the Protection of Animals

The Dierenbescherming (DSPA: Dutch Society for the Protection of Animals) is a Dutch animal protection organisation. In 2007 the DSPA founded the “Beter Leven Keurmerk” (Better Life trademark), a quality mark that was developed to support the production of animal-friendly products.

Challenges

In 2017, during the ten-year existence of the Better Life trademark, the DSPA wanted to look back on what had been accomplished, where there was room for improvement, and how these lessons could be used to set out the strategic vision for the future. For this, they wanted to consult all their relevant stakeholders and translate their insights into strategic recommendations for the future.

Actions

The Terrace supported the DSPA with the development of a strategic vision for the future.

  • We started with conducting six internal interviews on the most important strategic challenges for the Better Life trademark.
  • As a next step, we conducted a stakeholder consultation, which consisted on 15 interviews with the most relevant stakeholders of the Better Life trademark.
  • We used these to develop a strategy document with an analysis of five strategic challenges for the Better Life trademark.

Results

The DSPA and the Better Life trademark gained insight in the strategic issues for the Better Life trademark for the coming years. These were presented to the Advisory Board, and were used as input in the development of the strategic vision for 2018-2022.

This post is also available in: nlNederlands (Dutch)