Yara

In 2015, Yara International faced simultaneous financial, legal, and reputational pressures as industry conditions deteriorated. Newly appointed CEO Svein Tore Holsether concluded that restoring performance required more than cost-cutting and reputation repair, and instead moved to future-proof the firm by embedding sustainability into Yara’s purpose, strategy, and operating model. This case examines the rationale, execution, and 2025 outcomes of Yara’s purpose-led transformation amid evolving market and societal constraints.