Ross Hosts 15th Middle East Africa Association Meeting in Barcelona

SPAIN - The Ross® Middle East Africa Association has built its success by focusing on global poultry market events and trends, presenting important developments for the Ross 308 and enabling distributor customers to support each other by sharing their experiences promoting Ross.
calendar icon 10 February 2016
clock icon 4 minute read

The two day program represents a major investment by the Ross team to bring Ross distributors a range of experienced speakers on topics of value to their businesses in the Middle East and Africa (MEA) region.

The program commenced with a welcome address by Jan Henriksen, Aviagen® CEO who commented on the impact of AI in 2015 and the company’s response by working with governments and compartmentalization. He was followed by Tom Exley, president of Asia, Turkey, Middle East and Africa who gave an overview of the global slowdown and focused on several key markets – US, Europe, AMEA, China and India. Michael Garden, Business Manager MEA then delivered a regional update and addressed flock delivery feedback.

A world meat market update by GIRA consultant Rupert Claxton followed and highlighted Brazil’s increased competitive advantage from a devalued currency. Veterinarian, Dr. Pavel Shkarlat took a more in depth view of HPAI and compartmentalization to highlight the underlying threats and future outlook for the virus. Santiago Avendano, Global Director for Genetics then updated the group on genetic progress with specific focus on the breeding goals.

Dominic Elfick, Aviagen International Product Manager compared regional and global performance benchmarks for the Ross 308. A country presentation summary was then given by Neil Clark, Regional Service Manager for MEA. The program for the day was closed with an intriguing review of the Spanish poultry market from Sergio Ilan, General Manager of Aviagen S.A.U.

The next day opened with an analysis of the MEA poultry markets by GIRA which highlighted annual growth above the global average and the imports share of the region market. Graeme Dear, General Manager Aviagen Ltd outlined the organization in Europe and the large EU intra trade in hatching eggs. This was followed by a review of what it entails being ‘custodians of the Ross brand’ by marketing consultant Bill Level and a Turkish case study of maintaining customer loyalty by Sales Manager, Kayhan Gursel. What do integrators expect from a parent stock supplier was conveyed to the group by consultant Jim Johnson. The program was completed with a review of the recent distributor customer focus team event held earlier in the year in Scotland and was followed up by a presentation on ‘60 years of Ross in the global market.’

Musa Freiji, founder and owner of Wadi Poultry Grandparents Company commented, “I thank the organizers of RMEAA 2015 and express my appreciation on the well-structured and informative presentations. The meeting revealed the outstanding performance of Ross 308 parents and broilers which has expressed itself in all the Middle East countries. Thanks to the Aviagen geneticists who achieved such results and made the Ross 308 the preferred bird for a vast majority of poultry meat producers.”

“The Ross Middle East Africa Association is an important annual occasion for the Ross team and Ross distributors who have consistently supported the event over 15 years. The bar is set high and the value to our Ross distribution network is recognized,” commented Bulent Tanyildizi, International Commercial Manager, Middle East Africa.

Ludmila Starostina

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