The opening day was dedicated to the innovation and progress of the Ross brand over 60 years as it has grown and become synonymous with the success of the modern poultry industry. The Aviagen® CEO, Jan Henriksen, tailored his presentation to review current markets, the importance of staying ahead through R&D and highlighted the major market influences and issues the company and its customers are required to manage to succeed and grow in the future. He was followed by a presentation from Dr. Santiago Avendano, Global Director of Genetics on a chronological review of 60 years of genetic development and the anticipated future progress in several key breeder and broiler attributes that are already part of the selection program.

A review of world market trends from market research company GIRA contained an assessment of the drivers of the global meat industry, a review of the poultry industry and its specific issues and some conclusions for 2017. There was a premier showing of the new Ross video and then a panel of three former senior executives took the stage and reviewed a number of Ross milestones that they had been directly responsible for during the growth and management of Ross over the last 50 years. Brenda Bence, a key note speaker addressed the large group on the ‘Power of the Ross Brand’ by revealing the art and science of branding, the significance of meeting functional and emotional needs, the importance of brand loyalty, an analysis of a recent customer survey and left the audience with the strong belief that everyone in the company is responsible for branding.
Individually engraved customer awards were presented to eighteen customers with 20 or more year’s history with Ross at the gala dinner in Clifford Pier in the evening of the Ross 60 celebration.

Separate Ross Asia and Ross Turkey, Middle East and Africa association meetings were held on the next day to cover a number of selected topics more specific to regional market priorities and interests. The program concluded with a day of sightseeing in Singapore before attendees departed.

“The Ross 60 celebration was an excellent opportunity to reach out to a large section of customers, continue to build relationships and gain a new, stronger understanding of the Ross brand. We appreciated their effort to get to Singapore and their participation in making this a successful event,” commented Orapan Chansawat, Vice President Asia.

Bulent Tanyilidizi, International Commercial Manager, Middle East and Africa said, “We were delighted that our business partners were able to join us from Turkey, Middle East and Africa and share in the Ross 60 year celebration in Singapore. We are encouraged by their loyalty and feedback on the performance of the Ross brand during the meeting and look forward to working and sharing in another successful year in 2017.”