Royal Canin

Purpose

• Since 2017, we have been partnering with Royal Canin, a multi-billion-dollar global premium pet food company, to implement the Economics of Mutuality methodology at the core of its business strategy and operations.

• This has entailed deciphering and enhancing hidden drivers of success that generate holistic value.

• The purpose of the partnership has been to support the company in fulfilling its meaningful challenge of ‘improving the health of cats and dogs’.

Approach

Identifying stakeholders and mapping the ecosystem around the meaningful challenge:

• Leveraging ~8 ecosystem maps across geographies to identify key pain points and gather knowledge relating to ~30 different stakeholder groups including pet owners, healthcare providers, breeders, shelters, government, NGOs, groomers, local businesses, etc.

• Running a 6-country multi-stakeholder survey to quantify and rank stakeholder pain points and establish a robust link between ecosystem health (e.g., pet professionals’ wellbeing and economic viability, trust between stakeholders, etc.) and the company’s long-term performance.

• The Economics of Mutuality enabled the company to surface key barriers to pet health, both physiological (e.g., linked to inadequate nutrition or exercise) and socio-economic and cultural (e.g., digital disruption of vet clinics, owner belief that cats do not need to see vets, etc.).

Designing strategic interventions to address key pain points:

• The company designed multiple programs to address the breakdowns (e.g., tailored nutrition programs, digital platforms for vets such as ‘take your cat to the vet’, etc.).

Using multi-capital metrics to track performance:

• The company is in the process of creating a multi-capital scorecard to track and manage performance in terms of pet health, ecosystem health, and business health.

• Next step: Building a Mutual P&L as an alternative mode of profit construction.

Impact

Non-financial impact:

• Lengthened healthy lifespan of pets with lower disease prevalence.

• Higher trust, job satisfaction, and economic viability within the pet care ecosystem.

• Enhanced internal culture of outcome- and impact-based thinking.

Financial impact:

• Double-digit growth for a decade+ in a low single digit growth market.

Explore Further: Watch Case Study Webinar

Broadcast at the 2020 Oxford Economics of Mutuality Virtual Forum. Featuring Loic Moutault, Royal Canin President, and Yassine El Ouarzazi, Principal of Capabilities & Innovation at EoM Solutions.