Six weeks, three regions, eight colleagues, countless impressions – that was Brüning Olé! In June and July, employees from various units of the Brüning Group took the opportunity to explore Spain not just as a travel destination, but also as an exciting market. Together, the project team set out for the regions of northern Spain, Catalonia, Andalusia, and Mallorca, to establish connections in the Spanish biomass and waste industry, gather information, and gain a broader perspective beyond their own departments.
ONE MARKET, MANY PERSPECTIVES
It is precisely this change of perspective that makes the trip so special: Brüning Olé was not about evaluating facts and figures of Spain on a computer, but about experiencing the local market and mentalities through direct exchange – a clear contrast to the usual office routine. Stephan van Freeden, Area Manager East & South Fresh Wood Biomass, sums it up perfectly: “It’s always better to talk to new partners in person than trying to reach them via phone for getting useful information.” Instead of theoretical analyses, the focus was on personal conversations and first-hand impressions on site. “As a market analyst, I’m used to researching markets and industries primarily online – in other words, from a distance. Of course, that works well these days. But for me, it was fascinating to see how efficiently a trip to a country can build market understanding. Another advantage: potentially valuable business contacts are established immediately. My conclusion: it’s all about the mix!” adds Greta Reers, International Market Analyst.
EXPLORING NEW HORIZONS TOGETHER
For the participants, this combination of professional insights and personal encounters was the highlight. The project trip was both professionally informative and culturally enriching. Everyone gained new inisghts: Where does Spanish agricultural biomass come from? How do the waste market and recycling work in Spain? And what drives the Spanish business world? “Experiencing a new market first-hand is incredibly valuable, not only for understanding the business environment, but also for personal development and team building,” says Marc Gaber from International Business Development. The team worked in a diverse mix, deliberately composed of colleagues from different Brüning units and locations. Our colleagues were able to get to know each other better, learn from one another, and strengthen the company’s international spirit. Paul Brüning from Purchasing and Sales describes it likes this: “For me, it was the perfect opportunity to work with international colleagues on a project that is outside my usual area of responsibility.”
EXPERIENCING INTERNATIONALISATION
Following the successful completion in Spain, we see this as an exciting opportunity to repeat such a project in the future. In addition to the valuable industry input, one key takeaway remains: our approach of making internationalisation a hands-on experience works.