Vision and Strategy

Learn about Yara's vision to become an Industry Shaper.

Vision and strategy image

Our Vision

Our vision is to be an Industry Shaper, aiming to set industry standards and be a positive force, developing the industry through performance and growth. Our mission is to strive for better yield, delivering good returns for farmers, industrial customers, our owners and society at large.

We are committed to fostering an inspiring and innovative performance culture, based on our vision and mission, Code of Conduct, Ethics and Compliance Program, and four core values: ambition, teamwork, trust, accountability.

Our Strategy

Our corporate strategy is based on profitable and sustainable growth, building on an unrivalled market position and a unique, flexible business model united with global corporate citizenship. The strategy is the company’s roadmap for industry shaper performance and long-term value creation.

Yara will focus on growing within nitrogen-based fertilizers; nitrogen for industrial applications; and sourcing of phosphate and potash to cover Yara’s needs in NPK production. Larger initiatives will focus on increasing production in regions with stable supplies of competitively priced natural gas for ammonia production, and phosphate and potash resources, expanding presence in high-growth markets and participating in consolidation in mature markets.

For all growth categories, scale, synergy and timing are important factors, along with strict financial discipline.