In an industry where transparency is paramount, the dairy sector grapples with unique challenges in earning and maintaining consumer trust. Common concerns regarding production practices, quality control, and product integrity -often hidden from the public- linger in the minds of consumers, impacting public perception.

To tackle these challenges head-on, Madeta, a major brand in the European Union's dairy industry, producing over 240 types of products exported to 15 countries and boasting an annual revenue nearing $1 billion, has adopted a proactive approach. They've embraced live broadcasting as part of their branding strategy to underscore their commitment to transparency and integrity, connecting with its customer base in an unprecedented way. Leveraging Angelcam's broadcasting solutions, Madeta aligns its core values with its primary messaging goals: to lead as the first dairy brand in openly showcasing their processes, leaving no room for doubt or opacity.

By bringing live streams of its production processes directly to the public, Madeta is embodying the concept of "Otevrena Madeta" (Open Madeta), inviting customers to witness the journey of their products firsthand from their factories to customers' dining tables. This initiative not only addresses industry-wide skepticism regarding production practices and quality control but also reinforces Madeta's commitment to corporate transparency. Some common challenges addressed include:

• Production Practices: consumers are increasingly concerned about how dairy products are made, from sourcing raw materials to final packaging.
• Quality Control: ensuring that products meet high safety and quality standards is crucial, yet not always visible to the consumer.
• Corporate Transparency: many companies struggle to convincingly demonstrate commitment to honest and ethical practices.

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Madeta's Vision of Transparency

To turn these challenges around, Madeta embarked on a journey towards transparency in 2017. The company, in collaboration with advertising agency Comtech_Can, envisioned a marketing strategy that would bring their production processes into the public eye. The goal was clear: build customer trust by providing an unfiltered view of their operations, demonstrating that they have nothing to hide from consumers. To accomplish this, they needed a partner specialized in video streaming who could provide robost and secure broadcasting solutions tailored to their needs.

Implementation and Key Players

Finding the right technology partner was crucial. Angelcam, known for its reliable and secure broadcasting solutions, seamlessly integrated with Madeta’s existing IP cameras through its AngelBox 'plug & play' device, delivering high-quality live streams from different locations and factories. Collaborating closely with Madeta's IT manager Jan Cerkl and product manager Pavel Kozel, Angelcam expertly set up the necessary infrastructure, ensuring that the live broadcasts effectively communicated Madeta's message of transparency.

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‍Broadcasting for Branding

Through the live streams embedded on the Madeta's website, anyone can see the various stages of dairy production: cheese being precisely sliced and packaged by slicing robots, the real-time cartoning process via packaging machines, the efficiency of palletizing robots in the packaging line, and general production from raw materials to finished products. This is a prime example of how Angelcam's technology can enhance brand trust and engagement. By strategically placing cameras within their factories, Madeta provides real-time insights into their production processes, perfectly aligning with their branding goals:

1. Transparency and openness: anyone can see every step of the production process, from slicing robots to packaging machines. This openness reassures customers that Madeta has nothing to hide from them.
2. Continuous operations: the live streams highlight the continuous nature of Madeta’s production, reinforcing the message that their operations are state-of-the-art and always active.
3. Clean and modern facilities: by showcasing their clean and modern facilities, Madeta builds confidence in the quality and safety of their products.

Productivity and Compliance

Using live-streaming solutions for transparency purposes not only benefits Madeta's public perception but also enhances internal operations. Management and quality control teams can now supervise processes in real-time, ensuring adherence to the highest industry standards. The transparency provided by Angelcam's solutions thus supports both external trust and internal excellence, reinforcing the brand's commitment to quality and integrity across all aspects of its production.

Additionally, Angelcam's cloud-recording solutions offer the flexibility to review production processes spanning days, weeks, or even years, enabling comprehensive compliance monitoring during audits and inspections. It also supports employee training by providing historical footage, assists quality control teams in analyzing performance trends, aids incident investigation by maintaining detailed records, facilitating remote monitoring for managers while contributing to performance analysis for workflow optimization.

Madeta's adoption of Angelcam's live broadcasting solutions showcases the multifaceted benefits of transparency. Beyond enhancing branding and marketing efforts, it fosters stronger customer trust and solidifies the company's reputation for honesty and transparency. By welcoming the public into its operations, Madeta not only cultivates trust but also establishes a groundbreaking standard for transparency in the dairy industry and food production as a whole.

Ready to Lead with Transparency?

Interested in learning how live broadcasting can boost your brand’s transparency and build trust? Reach out to Angelcam at +1 (415) 767 0758 or hello@angelcam.com for a consultation. Let's work together to lead the way in prioritizing openness and customer engagement for brands that care.

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