At VIV Asia 2009, from March 11–13 in Bangkok, Thailand, egg production and processing in Asia will receive special attention. VIV is pleased to announce Eggs! as the 2009 special theme, focusing on innovations in the industry. Eggs! features a dedicated Pavilion on the exhibition floor, a conference and a CEO Forum. The Eggs! concept was developed in close co-operation with key industry figures, united in the Eggs! Steering Committee. Eggs! is a media partnership between VIV and Watt Publishing.

"VIV aims to create inspiring business platforms centered on innovation. That is why we launch special show themes," says Project Manager Ruwan Berculo.

"VIV Asia 2007 saw the first special theme, aquaculture. For the coming edition we have decide to place eggs in the spotlights, considering the positive outlook for production and consumption of eggs and egg-related products in most Asian countries. The theme has been given the brand name Eggs!"

VIV is partnering with Watt Publishing on the special theme. "We are delighted with this innovative partnership between VIV and Watt to promote the egg industry in Asia," says Greg Watt from Watt Publishing.

The organizers’ objectives are to present world-class innovative products and services to advanced top-end buyers, and to explain best practices and guidelines for production and processing. "We intend to turn it into an extremely useful combination of education and new ideas for all stakeholders in the sector," explains Mr Berculo.

Pavilion and Conference

One exhibition hall will contain the Eggs! Pavilion. This is an area showing and explaining the key issues in the egg production chain, the so-called 'Eggtrack'. The organizers invite leading companies in the field of production and processing to present their innovations. The pavilion links to the Eggs! conference that takes place on March 12. The conference will be the meeting place for buyers, opinion leaders and scientists. The Eggs! CEO Forum will close the day.

Main Themes

VIV set up the Eggs! Steering Committee (ESC) with key persons representing business and science from the USA, Europe and Asia. The ESC worked closely together to define the objectives of Eggs! VIV Asia 2009. The major challenge was to select themes that reflect today’s and tomorrow’s trends in the Asian-Pacific egg industry, as well as the needs of its producers. Firstly, the 'Eggtrack' of the complete production and processing chain has been developed as the basis for the pavilion and conference. Seven main themes have been selected from it.

Ruwan Berculo explains, "In the area of genetics the focus will be on breeding for performance. In hatching, we are focusing on the production of uniform and healthy day-old chicks. The focus in feed and nutrition is to be on bird performance and producing quality eggs. About layer housing, the key issue chosen relates to innovative housing systems for healthy hens and clean eggs. The health theme will cover the requirements for disease control to achieve the well-being of the bird. Egg processing will concentrate on processing for multiple uses. Lastly, we will be particularly examining the needs of packing stations by considering quality control for effective egg handling."

Steering Committee

The ESC members are: Dr. P. Simons (WPSA), R.H.H.M. Aerdts (Intervet-Schering Plough), P. Buisman (Moba), B. McCawley (Big Dutchman Asia), P. Delodder (Petersime), Ms A. Förster (Lohmann Tierzucht), D. Joardar (Novus), K. Mertens (KU Leuven), D.J. McNamara (Egg Nutrition Center USA) and C. Wright (Watt Publishing). F.W. Willem van Beemen (Watt Publishing) and Ruwan Berculo are members of the ESC and also manage Eggs!

Dr Piet Simons, Secretary General of the World's Poultry Science Association (WPSA) was appointed Chairman of the ESC. "I am delighted to contribute in spreading knowledge related to eggs and excited to see the results of this way of communication about humans' most complete food. I am pleased to encourage and help facilitate liaisons between those in research or education and those working in the many diverse sectors of the industry."

Petersime's Philippe Delodder is proud to participate in this significant initiative, "It is a relevant guide book giving a clear and in-depth overview of the various stages in the egg production chain."

Brian McCawley thinks Eggs! is an excellent idea. "Many factors play a role in the production of eggs and it is an excellent idea to provide these in an information pool for the Asian-Pacific market," he said.

The international media partnership between VIV and Watt Publishing ensures maximum exposure for participants in Eggs! The marketing campaign runs before, during and after VIV Asia 2009 through a vast range of dedicated print and online products.

For more information on Eggs!, click here.