Over 90 people assembled at an event that has a history of friendship and hospitality and an objective of providing a forum to encourage discussion and the transfer of information to optimize the success and continue building the long term partnerships behind the Ross brand in the region.

The first day incorporated a range of presentations addressing a corporate update on Aviagen and a snapshot of the current US poultry market, a genetic and product performance update, the challenge ahead, sustainable profit for broilers – optimising feed conversion, feed cost – performance and profitability and a focus on processing to improve customer profit.

Day two opened with a customer presentation on three decades of Ross and PT Cibidak Indah Sari Farm (CISF), which was followed by an address by Dr Pennapa Matayompong from the Department of Livestock Development on the trends and future of the Thai poultry industry. Han Feng, Vice President Aviagen, China delivered a local distributor review before a motivational speech from Tim Wade highlighted six success drivers – reciprocity, authority, scarcity, commitment and consistency, liking, social proof – as the base for his 'Yes We Can' mind-set.

The highlight of the social programme was a dinner on Wednesday at Baan Suan Restaurant along with an outstanding performance by traditional dancers who offered our guests the opportunity to launch a series of floating lanterns into the evening sky.

"Contact with others is very important and provides the opportunity to compare experiences in an open way. You learn a lot," commented Richard Rayner from Tegel Food in New Zealand.

SuPing Sutanto from CISF, Indonesia added her thoughts, saying: "The overall goals are evident, now we need to work together and break it down to help us manage better. The potential is there. It looks good."

"People share ideas and it is an opportunity to meet old friends. The progress of the Ross breeder is important as we continue to focus on the economics to compete in markets where meat is imported, keeping market prices competitive," stated Chuang An-hung from Fortune Taiwan.

"We are pleased with the attendance of all our customers in Chiang Mai and for their response and comments from the seminar," commented Bill Souther, Senior Vice President Asia. "We place a great deal of importance on these events and believe they continue to support the objectives set and help grow the relationships and confidence that we and our partners need to succeed. Thank you also to the Ross Asia team for their effort and support of this function and throughout the year."