“We need to come together around farmers.” – Joanna Daugaard

Joanna Daugaard still camps one night a month with her children even in the Swedish winter. Her connection to nature isn’t a hobby–it’s a way of life. Today, she is a dynamic leader dedicated to making a tangible difference in the world of dairy farming. Her journey, marked by curiosity, adaptability, and a genuine aspiration to contribute to a more sustainable future, could inspire a whole generation of changemakers.

A first career chapter around travel

Joanna’s academic foundations were laid at the University of Örebro, where she studied international business. This period saw her broaden her horizons with a year of studies in Germany, an experience that deeply contributed to her impressive multilingualism. Today, Joanna speaks Swedish, English, and Spanish fluently, has a solid understanding of German, and is even tackling French.

Her professional debut was marked by 19 years at Scania, a major company in the heavy vehicle sector. For about ten of those years, she worked abroad, successively in Germany, South Korea, the Netherlands, Italy and Spain, mainly in marketing and sales of spare parts and services for these vehicles, including service contracts and financial services. Madrid was also the place where she met the father of her children, adding another layer to her international DNA.

After returning to Sweden, punctuated by a year of maternity leave in Toulouse, the south of France, Joanna continued to work for Scania where she then took on responsibilities in fleet management services development. But something was missing. Joanna began to feel a growing need for change. 

Her interest in innovative solutions and sustainability became obvious during her time in Madrid, when she was involved in sustainable driving initiatives in Spain and Portugal. 

Working in digital services was something I really wanted to do. I liked working on connectivity, on sustainable driving, on building services thanks to data…

This experience nurtured a need that she managed to fulfill later on.

When Vision Meets Action: Joanna’s Role in Reimagining Dairy

One day she had an unexpected encounter at a digital services conference. Joanna was captivated by a presentation from DeLaval showcasing their innovative body scan camera for cows. This technology, which assesses a cow's health and well-being through digital analysis, struck a chord with her, bridging the traditional world of farming with cutting-edge digital innovation. Joanna knew then that she wanted to be part of this. 

After an initial unsuccessful attempt, she eventually joined DeLavalin 2020 as a Product Manager, leading to a completely new role focusing on the sustainability challenges and opportunities faced by dairy farmers, the company's core customers. 

A personal calling 

“I wanted to make a change and work with sustainability, I am given that chance now”, she asserts. This role,  focusing on the dairy farmers and digital services, perfectly aligns with her personality: "I've been interested in sustainability for a long time. I love nature. I'm leading people hiking in Swedish mountains during the summer". 

As much as it may sound extreme, I have been camping at least one night a month with my children for the last six years!

Both nature and wildlife matter to her, and she is well aware that sustainability has become an imperative for everyone, whether at home or in companies, and this plays a key role in driving innovation.

More help for farmers

Joanna describes the immense pressure on milk farmers to enhance their sustainability practices, driven by both consumer demands, dairy groups and stricter agricultural regulations, such as the EU green deal as well as some countries imposing even stricter regulations. 

She acknowledges the financial and practical constraints faced by many European farmers and emphasizes the need for collective support.

“Most dairy processors, such as Arla or Danone, are dependent on dairy farmers to make significant sustainability improvements on the farm in order to reach the dairy processors’ 2030 sustainability targets,” Joanna explains. Nonetheless, most European farmers possess small, family-run farms. They lack both the time to analyze and test new ideas, and the resources to invest in new equipment or land. She continues: 

Farmers don't have the security over time with interest rates, and milk prices are very volatile. So for them, taking the risk is really difficult. That’s why we need to come together around them.

Making sustainable farming possible

In her current role at DeLaval, Joanna is actively involved in providing concrete solutions for dairy farmers. “Farmers are extraordinary people who care deeply about their animals, the nature around them, and the generations that will follow. Despite the challenges and criticisms they face, they work tirelessly to feed the population while nurturing a vision for the future—ensuring their farms can be passed down to their children.”

To support them, and embody even more DeLaval’s mission—‘Making sustainable food production possible’—the company launched a significant initiative in partnership with John Deere three years ago: the Milk Sustainability Center. 

This digital ecosystem aims to bring multiple companies and actors in the dairy industry together, to empower farmers to navigate their sustainability challenges effectively. “All need to collaborate to support the farmers with sustainability, which also includes our competitors. It’s been clear from the start that they are welcome to join the initiative.”

Going the extra mile to make a bigger difference

Today, thanks to the Strategizing Sustainable Business Transformation at HEC Paris, Joanna leads with clarity, applying solid sustainability frameworks to one of Europe’s most complex industries. 

Apart from the classes, I appreciated the company visits very much. Especially the visit to HECTAR, an organic sustainable farm outside Paris. Dairy farming is a very complex operation and there is so much to learn.

When asked about the qualities needed to make a difference in this industry, Joanna emphasizes the importance of people realizing the necessity for change. She believes in the power of communication to spread both awareness of the challenges and a positive message that change is achievable. Patience and method are also key when developing complex solutions like the Milk Sustainability Center.

Joanna’s story reminds us that transformation doesn’t start with sweeping declarations—it begins with a shift in perspective, a personal commitment, and the courage to explore new paths. Whether in the mountains of Sweden or in the heart of the dairy industry, she shows what it means to lead with purpose.

If you're ready to steer your company toward a more sustainable future—not just with ambition, but with clarity and strategy—HEC Paris’ "Strategizing for Sustainable Business Transformation" program is where your journey begins. Because sustainable change needs more than good intentions. It needs leaders who know where they’re going.