The Rowan Ranger has been developed in response to market demand for slower growing alternatives in the Netherlands and, although slower growing than the Ross 308, the Rowan Ranger still offers excellent meat yield and low feed conversion ratios.

Available from July 2013, customers will have increased flexibility with the Rowan Ranger without compromising on performance. The new product still enjoys the full support of one of the world’s largest and most experienced poultry breeding companies.

Otto van Tuijl, Project Manager, commented: "The introduction of the Rowan Ranger at this time, with the current demand for slower growing products in the Netherlands and other countries, is testament to the world-leading Aviagen R&D department, who are in constant contact with customers, legislative bodies and other industry groups in order to ensure that they continue to understand the challenges and opportunities facing the poultry industry."

Some of the product testing took place in the state-of-the-art Spelderholt R&D facility and visitors, representing Aviagen customers and industry bodies, have been most impressed with the performance potential of the Rowan Ranger.

Mr van Tuijl added: "Customers in the Netherlands will be the first to experience the Rowan Ranger. We have been developing this new addition to our product range for many years now and it has performed very well in internal and customer trials."

Aviagen has also worked closely with groups such as Dierenbescherming as well as Dutch processors to ensure the Rowan Ranger offers a clear choice to the market.

Frank Dales, Director, Dierenbescherming (Dutch Animal Welfare Organisation) said: "It is very positive that Aviagen, as one of the largest global breeding companies, has taken the step to breed a slower growing, more robust broiler strain. The Rowan Ranger is recognised by Dierenbescherming as a breed that conforms to the Beter Leven scheme for 1, 2 or 3 stars. In this way Aviagen customers benefit from a greater choice of slower growing broiler breeds."