Ross Celebrates 60 Years of Success

GLOBAL - Ross® has hit a number of major milestones as it celebrates 60 years of success in poultry genetics.
calendar icon 4 January 2016
clock icon 4 minute read

Since Chunky Chicks Limited opened their doors in Edinburgh, Scotland, in 1956, Ross has been on a journey of global expansion and is now present in over 100 countries across six continents.

From its Scottish roots, Ross has been shaping the worldwide broiler breeder market and is today widely regarded as the industry leader.

As the scale and importance of international poultry breeding has grown, Ross has responded to the market with its diversified product portfolio and continuous genetic improvement within the Aviagen® breeding program.

Over the past six decades, Ross has led the trend towards product differentiation through a recognised portfolio that includes the Ross® 308, Ross® 708 and Ross® PM3. By anticipating the needs of customers and changing market requirements, Ross has continued on its journey of global success.

Instrumental to this has been a culture of science and innovation. The introduction of new technologies to the breeding program has led to breakthroughs in performance and efficiency.

Pioneering innovations such as Multiple-Environment Selection, Lifetime FCR and Applied Genomics have kept Ross at the forefront of poultry genetics. As a result of such technologies and enhanced product performance, Ross customers now benefit from an FCR improvement in broilers of around 2 to 3 points per year.

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Alfons Koerhuis, Aviagen’s Chief Technical Officer, commented on this special birthday: “From humble beginnings in Scotland, Ross continues to lead the poultry industry with a modern breeding program, fit for the dramatic rise in demand for poultry meat now and in the future.

"Excellent product performance has always been at the heart of the Ross ethos, but it has become a more sophisticated approach as technology and modern selection methods have developed.

"Ongoing product development and continuous improvement of our existing portfolio remain a top priority, resulting in a winning combination of FCR, meat production and robustness. Looking to the future, it is imperative that we continue on this journey as we contribute towards the growing global demand for an affordable protein source.”

Many of Aviagen’s customers have enjoyed shared success with the Ross brand over the decades. One of the oldest is Moy Park, Northern Ireland, a loyal customer for over 50 years.

David Gibson, Agricultural Director at Moy Park, said: “As a long-standing Ross customer, we have been there right from the start of the journey. The alliance between our two teams has remained strong over the years, built upon a foundation of excellent product performance at breeder, broiler and processing level, underpinned by continuous commitment to welfare.

"We are thrilled that Ross is able to celebrate its 60th birthday, a truly remarkable achievement. Being able to forge strong relationships with key Ross personnel, working together in an open and trustworthy manner, is undoubtedly a major factor in our shared success stories.”

Another long-standing distributor, Nippon Chunky from Japan, commented on this significant milestone. Mr Koji Morinaga, President said: “Since 1968, we have shared an indispensable relationship and common destiny with Ross.

"They have brought state-of-the-art technology, support from multi-national specialists, confidence and commitment in a well-balanced product development program to accommodate Japanese market requirements. The sustainable improvement in productivity has allowed us to maintain a competitive edge in the market.”

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