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Global Feed to Meat Industry Propelled VIV Asia to New Heights

02 April 2013


THAILAND - The global cattle, meat, poultry meat and egg industries contributed to making VIV Asia 2013 an unparalleled success, say the trade show's organisers.

"The combination of western businesses and the enthusiasm and levels of interest shown by the emerging Asian economies resulted in a sensational atmosphere where plenty of deals were concluded. Decision makers gathered in Bangkok in large numbers, resulting in a real buzz on the trade show floor," said Project Manager, Ruwan Berculo, on behalf of VIV.

He continued: "The event offered a comprehensive, clear and complete range of products and services. The packed audiences at the seminars and conferences are testimony to the fact that VIV Asia has become an event of global stature. Decisions regarding major projects have been taken at VIV Asia. As the organisers, we are proud of the results we have booked together as a sector."

W.R.B. Souther, Senior Vice President Asia of Aviagen (pedigree lines for the production of commercial broilers and turkeys) commented: "We see VIV Asia as an ideal occasion to strengthen our relationships but for us, it is the only trade show that actually generates business. This is the place where contracts are signed."

David Hazenbroek, president of Foodmate (cut-up and deboning equipment), added: "VIV Asia is an important gateway to Asia's emerging markets. The introduction of OPTI LTD brought many interesting new contacts. At the next edition, we want to expand our presentation area so we can display more solutions. Our new focus lies on South-Korea and Japan."

The 770 exhibitors at VIV Asia, which was held from 13 to 15 March in Bangkok, were not only visited by key managers representing the strongly growing animal protein industry in South East Asia, but also by large Russian investors. In addition, there were many visitors from India, Pakistan and the Middle East.

During VIV Asia, Meyn Food Processing Technologies concluded a major contract with Big Bird Group from Pakistan to provide state-of-the-art systems and equipment for a complete processing plant.

Robbert Birkhoff, Sales Director of Meyn, explained: "With innovations on display and a huge number of visitors to our stand, we can confirm that our participation at VIV Asia was an outstanding success! We are proud of the contract with Big Bird Group to construct the largest automated poultry plant in Pakistan."

Henry Arts, Marketing Director of Pas Reform (hatchery technologies), also noted some significant success stories, including entering an agreement with Amrit Group from India.

He said: "Visitors from all over Asia have been extremely positive and enthusiastic about the innovations that we brought to Bangkok this year. With such positive feedback and confirmation of new contracts, this year's show has been a great success, both in terms of new contacts and in delivering genuine opportunities for further business development."

Moba introduced the new series of egg graders. Christoffer Ernst, Sales Director Asia Pacific, commented: "The first two days of the exhibition especially were extraordinarily busy, with many visitors from throughout Asia and the Middle East. VIV Asia is a great show for us to meet existing customers and find new ones. The new LighT egg graders- a new, affordable machine for the emerging markets in Asia - attracted a lot of interest."

Trade show manager, Mr Berculo continued: "You see that all the up-and-coming countries converge here and that top managers are keen to meet each other. An entire contingent travels to Bangkok. It's tangible in the city. Everything seems to be linked to VIV in one way or another. Everyone who is anyone in the industry wants to meet the others. Another successful element was providing a complete reception package for the VIPs. This was one of the innovations we introduced to make the trade show even better and more exciting. The formula of offering even more service, hospitality and personal attention to important, international business relations is one we also intend to introduce at other VIV events."

As well as the trade show, the parallel programmes with 30 seminars and conferences were also a success. According to Mr Berculo, the Animal Health Summit, the Partner Country Programs for Indonesia and the Philippines, and the new Dairy Production Conference were particular triumphs.

Antoon van den Berg, CEO of Hendrix Genetics, said: "There is an increasing thirst for high quality scientific information. Mr "VIV Asia is a leading exhibition for us. We were very pleased to notice the improved quality of the programme. This makes a visit to the exhibition even more valuable."

In Mr Berculo's view, the level of the seminars and conferences also reflects the great value of helping the industry to develop well in the emerging countries.

He said: "Animal health and food safety are already very important issues in those countries. Retail chains there with a serious approach impose the same food safety standards as European and American supermarket chains."

This opinion is shared by Carel Neervoort, Area Manager for HatchTech in Asia, who commented: "There is a strong focus on producing healthy and safe products. Our products are designed and developed for the production of strong and healthy chicks. At VIV Asia, HatchTech demonstrated the HatchBrood system. HatchBrood balances and controls all crucial environmental variables during the brooding period, ensuring that all chicks maintain a uniform and optimum body temperature. VIV Asia visitors indicated their interest in being able to reduce medicine usage in their poultry operations by producing stronger flocks, resulting in a healthier product at the consumer's table."

Overall, the exhibitors were exceedingly pleased. The number of visitors totalled 33,229 from 118 countries, which exceeds the expected figure of 27,000. Visitors rated the exhibition with a score of 8.3, while exhibitors rated VIV Asia 2013 as 8.1.

Despite these positive results, Mr Berculo still has some aspirations for the future. He explained: "The event has a very strong profile in the poultry husbandry chain. That's excellent, as there is a huge demand for it. But we want to really promote the pork chain too.

"Our Aquatic Asia exhibition, held concurrently with VIV, has not yet produced the results we intended or expected either. The range offered at Aquatic Asia 2013 was limited, while VIV Asia had around 250 suppliers of products for the aquaculture sector. Visitors to Aquatic Asia, 695 in total, still attach great value to a dedicated event for their sector. The conference programmes about fish farming and aquaculture were very well attended. This aspect forms a firm foundation for future developments. The same applies to Dairy. Events that start modestly with a small conference could have the potential to grow into a strong pillar of the VIV concept. In short, the lines have already been set out for the 2015 edition."

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