The intended outline follows a roundtable discussion with the top of Russian trade and industry and the heads of trade associations, which was organised by VIV and Rabobank last month.

The basis for this discussion was a draft report by Rabobank entitled 'New perspectives: Shaping the Russian meat industry for the next stage'.

"This report resulted has led to a more profound study, which is being carried out now," says Guus van Ham, Project Manager at VIV. "We will present the results on the first exhibition day of VIV Russia (21 to 23 May 2013). This way, VIV and Rabobank want to chart the international perspectives for this country."

The top of the Russian cattle and meat sector is - again - involved in this presentation. "These experts will also provide input for the follow-up study," says Mr van Ham, "so that we can use facts and figures from Russia to present an exemplary vision."

This approach fits VIV's new policy to facilitate the global animal protein sector not only with trade exhibitions, but also with studies, vision documents and knowledge transfers.

"It means that we are looking at the market from a different angle. Our basic principle is that all VIV Events should be 'by the market for the market'. We involve all relevant stakeholders, such as primary producers, related trade and industry, authorities and knowledge institutes. This will lead to VIV increasingly becoming a global platform by and for the complete production chain. Rabobank, with its specialist knowledge of the agrifood sector, is also joining forces with us," says Mr van Ham.

In addition to the VIV Russia plenary opening conference, where Rabobank and VIV will present the vision, more conferences and seminars will be organised. The programme includes the 'MeatMeetings Russia 2013'. Feed milling and feed safety will also be discussed during the CropTech-FeedTech Russia 2013 conference. Animal health and the use of antibiotics are the focus of the 'Animal Health Conference'. During all these conferences, national and international expertise are combined to provide solutions to local challenges with regard to 'Feed to Meat'.