Innovative technical support for growing markets - EUROPE - Aviagen's Eastern European team have worked hard to build and maintain sales growth in Russia and Central Europe. Our visits to customer farms have allowed us to understand the issues facing our customers much better, but we realised that we needed to develop new expertise and systems to tackle these issues.

Towards the end of 2004, we started planning a new approach. The aim was to help our customers understand the importance of good feed physical quality, and the aspects of raw material quality control, feed mill management and feed mill maintenance needed to optimise it. We recruited specialists in feed quality assurance and feed milling technology to help us, and organised a farm demonstration. This showed delegates the difference between birds fed a good quality feed with good feed form and the same formulation with a poor form.

Last month, Aviagen welcomed nutritionists, agricultural managers and feed buyers from across Europe to a feed milling workshop, held at Aviagen's European headquarters in Edinburgh. The meeting, which took place between 19 and 21 April, not only demonstrated to all present the importance of feed form but also that it is possible to improve it, without substantial investment.

Thirty delegates from Central and Southern Europe joined industry experts from both within and outside of Aviagen. Marcus Kenny, Technical Development Manager - Nutrition, Aviagen, and Angela Booth, Business Development Director, ABNA-Tech Global, discussed best practice for raw material quality assurance and feed formulation. Marcus and Angela also gave advice on the best methods of quality control in the field, detailing what should be tested and when - and then how best to review the data acquired. The pair used practical examples to demonstrate the benefits of different formulations of feed, including the effects of amino acids, and tips on formulating a starter diet - crucial to ensure that the genetic potential of Aviagen products is realised from day one.

The delegates were able to visit Aviagen's broiler trials farm in the Scottish borders. The visit was an opportunity to see the growth, feed conversion and behaviour of birds fed diets of different physical form and quality. It was a valuable chance to see the practical impact of much of what had been discussed throughout the workshop. We showed that moving from a fine mash to a good quality pellet gave 15-20% better growth, a cost free equivalent to a formulation change using 30% more protein.

Simon Parker, Feed Technology Specialist - Anitox presented important information to guide the delegates on how pellet quality can be affected during the feed milling process. It is vital to understand these factors, as they will later affect the performance of growing broilers. Simon gave the delegates key areas to look at when trying to improve feed form within their own organisations. Marcus Kenny contributed his own personal practical experiences of the issue, helping to illustrate to delegates the practical application of the advice.

A questionnaire to assess awareness of feed issues before and after the event was also used - the results of which demonstrated the success with which the event met its aims.

Peter Page, Group Vice President - Europe, Aviagen, commented: "Our customers' response to the Feed Workshop and the visit to Eaglesfield this week has been wonderful. I am most grateful to all the people that worked to prepare the event; the top industry experts who presented such valuable advice - and to our customers who were willing to give up their time to attend. We can now look forward to VIV Russia and our Moscow seminar on May 31st with real confidence - Aviagen is undoubtedly in a strong position to grow in these markets."

Delegates thoroughly enjoyed the event, and appreciated the opportunity to visit Aviagen at their European headquarters.

Source: Aviagen - 2nd June 2005