December 6, 2016
Aviagen: Ross celebrates 60 years of success in Singapore
A major 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, the importance of staying ahead through R&D and highlighted the major market influences and issues the company and its customers are required to manage to succeed and grow in the future. This was followed by a presentation by Dr. Santiago Avendano, global director of genetics, on 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 programme.
A review of world market trends from market research company GIRA contained an assessment of the drivers of the global meat industry, a review of the poultry industry and its specific issues, and some conclusions for 2017. There was a debut showing of the new Ross video before a panel of three former senior executives took stage and reviewed a number of Ross milestones that they had been directly responsible for during the growth and management of Ross over the last 50 years.
Brenda Bence, a keynote speaker addressed the large group on the "Power of the Ross Brand" by revealing the art and science of branding, the significance of meeting functional and emotional needs, the importance of brand loyalty, and an analysis of a recent customer survey.
Individually engraved customer awards were presented to eighteen customers with 20 or more year's history with Ross at the gala dinner in Clifford Pier in the evening of the Ross 60 celebration.
Separate Ross Asia and Ross Turkey, Middle East and Africa association meetings were held the next day to cover a number of selected topics more particular to regional market priorities and interests. The programme concluded with a day of sightseeing in Singapore.
"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 their effort to get to Singapore and their participation in making this a successful event," commented Orapan Chansawat, Aviagen's vice president for Asia.