SINGAPORE. – An Aviagen® meeting in Singapore welcomed Ross® customers from Asia Pacific, Turkey, Middle East and Africa to celebrate the milestones and achievements of the Ross brand over the last 60 years as a leading breed in the global poultry market.
The opening day was dedicated to the innovation and progress of the Ross brand over 60 years as it has grown and become synonymous with the success of the modern poultry industry. Aviagen® CEO Jan Henriksen tailored his presentation to review current markets and the importance of staying ahead through R&D. He also highlighted the major market influences and issues the company and its customers are required to manage to succeed and grow in the future. Following Henriksen, Dr. Santiago Avendano, global director of genetics, presented a chronological review of 60 years of genetic development and the anticipated future progress in several key breeder and broiler attributes that are already part of the selection program.
A review of world market trends from market research company GIRA assessed the drivers of the global meat industry, a reviewed the global poultry industry and its specific issues and presented conclusions for 2017. There was a premier showing of the new Ross video and then a panel of three former senior executives took the stage and introduced a number of Ross milestones that they had been directly responsible for during the growth and management of Ross over the past 50 years. Brenda Bence, a keynote speaker, presented the “Power of the Ross Brand.” Her presentation revealed the art and science of branding, the significance of meeting functional and emotional needs of the intended audience, the importance of brand loyalty and an analysis of a recent customer branding survey. This presentation emphasized that everyone in the company is responsible for branding.
Individually engraved customer awards were presented to 18 customers with 20 or more years of history with Ross at the gala dinner in Clifford Pier.
Separate Ross Asia and Ross Turkey, Middle East and Africa association meetings were held on the next day to cover selected topics more specific to regional market priorities and interests. The program concluded with a day of sightseeing in Singapore before attendees departed.
“The Ross 60 celebration was an excellent opportunity to reach out to a large section of customers, continue to build relationships and gain a new, stronger understanding of the Ross brand. We appreciated our customer participation in making this a successful event,” commented Orapan Chansawat, vice president Asia.
Bulent Tanyilidizi, international commercial manager, Aviagen Middle East and Africa, said, “We were delighted that our business partners were able to join us from Turkey, Middle East and Africa and share in the Ross 60-year celebration in Singapore. We are encouraged by their loyalty and feedback on the performance of the Ross brand during the meeting and look forward to working and sharing in another successful year in 2017.”