After the carve out of BioMCN, DGR Dutch Glycerin Refinery needed a new go-to-market strategy for its product. DGR was established during the Restructuring and sale of BioMCN to OCI, and needed to develop its own proposition and market. It was actively buying crude glycerin and selling some refined glycerin. DGR owned the largest capacity in the world, but missed sales volume to be profitable. The business needed to be expanded in order to obtain a position in the European market.
Solution
The name DGR Dutch Glycerin Refinery was introduced, thus communicating what the company was doing. We developed a premium product strategy, preparing for high quality glycerin and later for food grade glycerin, next to bulk product. A new team was put in place both in sales as well as in operations. The sales team built important strategic partnerships with several major players in the business. The operational team did major improvements in the process technology and executed an operational improvement program. The supply chain team developed smart logistics and a joint sales and operations planning.
The business was grown significantly to a level where the DGR capacity was influencing European glycerin prices. The business was sold as a profitable business in 2016 to Musim Mas, a strategic party in oleochemicals.
Role
On behalf of the shareholders we managed the restructuring while fully operational and ran the subsequent sales process of the company to the new owners.
Links
Press release – Musim Mas acquires DGR
Musim Mas website
Photo’s
- DGR Refinery
- Layout with special adsorption process
- Platform of the plant