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Partnership with Pure Breed Renewed

Ross Remains the Most Popular and Fast Growing Breed in the Region Ross continues to help drive the market as the largest breed in the Turkey, Middle East and Africa (TMEA) region. The Ross 308 has a long history with customers and the recent advances in the performance of the broiler, particularly in growth and feed conversion, have been recognized widely in the field by customers. The breeding program will generate the future genetic progress and performance improvements associated with the leading product in the region

Pure Breed, the Ross distributor for Saudi Arabia, the Gulf States and Yemen, recently renewed their contract with Aviagen for a further 5 years. Now in our 14th year of close cooperation and partnership, we are delighted that the Ross 308 has been established as firm market leader. The contract was signed in Edinburgh in April 2014. Nasser Al Sanie, Chairman, and Abdulmalik Al Duhayan, General Manager, Pure Breed, were joined by Michael Garden, Business Manager TMEA, and John Maguire Sales Manager and Tom Exley, President, ATMEA, to celebrate the occasion.

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Ross Distributor Customer Focus Team Meeting Senior technical managers from the regional Ross® distributor network are invited each year to a distributor customer focus team meeting dedicated to “adding value to your business.” The Ross DCFT meeting is a major annual commitment serving two important purposes. Distributors provide an update on product performance and technical support within their territories and the Ross Middle East Africa team updates the group on the latest technical advice for the Ross bird. This year the meeting was held in May in Antalya, Turkey and was attended by the majority of the technical managers in the region who are responsible for managing breeder and broiler performance in their respective markets. The group has a strong history together over the past 9 years of openly discussing results and passing on best practices to maintain the desired field performance with customers.

First Ross Africa Customer Focus Team Meeting a Resounding Success Ross Africa recently hosted their first Customer Focus Team meeting in Lusaka - a four day event covering presentations to both Parent Stock (PS) farmers and broiler growers. Supported by the Ross technical and sales team, the meeting attracted senior poultry managers from Zambia, Zimbabwe, Malawi, Botswana, Angola and the Democratic Republic of Congo. This was the first meeting for Ross customers in sub-Saharan Africa and provided focused bird management advice based on local conditions, including talks on respiratory diseases and nutrition based on local ingredients. The group was also updated on the Ross R&D programme and global market developments. Interactive case studies were also provided, allowing the audience to break into smaller groups to investigate and report back on actual customer issues. The second day featured a visit to Ross Africa facilities to practise ‘hands on’ the materials learned in the classroom the previous day. The group was split into four to visit the PS rearing and laying houses, the post-mortem area and to enjoy an office session to review benchmarking and statistics.

The broiler session took place on the final day and covered optimising chick performance, nutrition and administering vaccines when needed. As always a social element was included, the notable event being “Braai at Dam” literally “Barbeque at the Dam” which marks the boundary of the Chainda Farm.

RMEAA Meeting South Africa is the largest and one of the most developed poultry markets with per capita consumption approaching 40Kg on an African continent of just over 1 billion people where average per capita consumption languishes at almost 4 kilograms per capita, less than one third of the global average. Cape Town proved to be an excellent location to have a meeting for the Ross distributors and to consider current trends and review regional market opportunities in the future. The meeting focused on specific Middle East and African markets highlighting production, consumption and trade are at very different stages of development in many countries.

First Hatch of Ross 308 in New Ross Africa Hatchery in Zambia Completion of the new Ross 308 broiler hatchery at Chainda Farm, Zambia will increase Ross Africa production capacity to 500,000 broilers per week in phase one of the project. The company will have the capacity to produce a total of one million broilers per week at the end of phase two of their extensive expansion plan for the company. The first successful egg set in the new hatchery facility was completed in March 2014. This represents the finalisation of a significant step in the Ross Africa expansion program to increase supply to a number of markets in sub Saharan Africa. The new hatchery at Chainda Farm was officially opened on the 14th of April 2014.

The Ross Africa hatchery has incorporated the first Past Reform SmartHatchPro™ Vortex based air flow system in Africa and is only the second hatchery in the world using this new innovative system designed to provide superior incubation and hatch conditions for chicks. The new Ross Africa hatchery in Chainda is part of a $17 million investment in facilities and farms which will allow Ross Africa to supply the Ross 308 to meet the growing demand for chicken meat in the region both in the short term and well into the future.

Ross - TMEA Bulletin, 05/2014  
Ross - TMEA Bulletin, 05/2014