"Misunderstandings arise wherever communication is not clear." Dr. Armin Tietjen - 39, father of three daughters - knows only to well the importance of his task as manager of the Business Development administrative department. In this respect, he chooses new media, modern public relations tools - and first and foremost - direct dialogue - "which is simply irreplaceable."

Dr. Tietjen, where do you see communications within GEA Farm Technologies in five years time?

"Our reputation should be so good by then that anybody, even vets and food suppliers - who has anything to do with animal husbandry, will not only be aware of our brand but also associate it with an innovative company, that achieves optimum customer satisfaction."

You're out in the field promoting our company's brand - what are your experiences and impressions up until now?

"A brand forms n the head of the customer. It is important, to take customer reactions at presentations earnestly and pick up what they are saying - we must make clear, that WestfaliaSurge remains as a representative for a business section, but is no longer an independent brand."

What does company development mean when addressing particular dialogue groups?

"Within the scope of our new alignment, addressing individual customers is even more important. This is even more important as we now offer two very different products within our portfolio: technical solutions for the 'investor' and consumables, such as cleaners and dips, which are needed on a daily basis by our customers"

And what's the situation regarding internal communication?

"Here also we have enormous potential. At the moment we treat it in a reactive sense, i.e. when the management want to communicate something. What is needed is something more proactive, a clear guideline. As part of this optimisation, we will develop and offer genuine interactive Web 2.0* applications. We are also planning further team working tools, more intensive use of our idea islands and expanding the content of our intranet. We are also considering the benefits of Internet TV."

Your job means you are often away at the weekends and in the evenings travelling on behalf of our company. Do you still have time to relax and see your family?

"The family is decisive for my work-life balance. In my - strictly limited - free time, I am active in the church at my home in Münsterland. Also, I enjoy jogging and geocaching