June 10, 2025

Hamlet Protein's Erik Visser: Driving innovation and resilience in sustainable animal nutrition 

As the feed, aquaculture, and livestock industries contend with market volatility, geopolitical tensions, and global uncertainties, Hamlet Protein remains at the forefront in supporting producers in enhancing their operations' efficiency and resilience.

In this interview with eFeedLink, Hamlet Protein CEO Erik Visser discusses how the company addresses these challenges through innovative strategies, cost-effective production solutions, and the company's strong commitment to sustainable, performance-driven nutrition.

Can you explain Hamlet's specialty soy protein production process?

Erik Visser: Hamlet Protein uses a patented bioconversion process to produce specialty soy protein ingredients for young animal nutrition.

We have patents on our production process and production hardware which makes our process unique.

We produce 24 hours per day, every day of the year, which allows us to deliver a consistent quality contrary to soy protein producers who produce in batches.

Soybean meal (SBM) is universally recognised as one of the few sources of plant-based protein that contains all the essential amino acids necessary for animal growth and development. Yet, when standard SBM is used in starter feed, young animals have a hard time digesting and absorbing many of these vital nutrients. Soy's natural content of anti-nutritional factors (ANFs) is the reason.

In our production process, we lower the ANFs that naturally occur in soy to a minimum.  ANFs in starter feeds are a known cause of diarrhoea, compromising growth and performance – and reducing feed efficiency.

 

Markets vary greatly across species and geographies but how do you foresee the growth of livestock and feed industries this year? What region will lead the growth and how do you craft your marketing strategies in different continents?

Erik Visser: Hamlet Protein is truly a global company, as we sell to customers all over the world and employ people in key markets. We work closely together with our distribution partners to leverage their local contacts and successfully build relationships with key decision-makers.

We tailor our proposition and marketing message to the needs of local markets. Building on a global strategy, we fine-tune our approach to specific local circumstances and market dynamics.

While the global market still continues to grow, that growth can come from different countries. And where it comes from varies from year to year. That is why it is critically important to have a presence across species and geographies.

Animal diseases, geopolitics, regulation, feed costs, tariffs, and climate can all impact market trends and alter any market outlook that we develop at the beginning of the year.

Hamlet Protein already has strong market shares in North America, Europe, and Asia. In 2025, we will expand our footprint in Latin America, the Middle East, and Africa. That growing market share will not only come from our flagship product HP300, but also from our poultry- and ruminant solutions. We have different product options that we will position to address the needs of specific markets, species, and life stages.

Your company has focused on "young animal protein". Why is this so?

Erik Visser: With increasing pressure on the use of medication, and with more countries banning (or limiting) the use of antibiotic growth promoters, the focus on specialties for young animal nutrition will continue to grow.

Investing in the feeding of young animals is extremely important as it has a strong impact on their performance later in life. That is why we say that "a good start makes all the difference."

The gastrointestinal tract of young animals is not able to digest dietary protein as well as that of adult animals. The gut maturing process can take days (chicks), weeks (piglets), or even months (calves), to reach a totally competent gut. The quality of dietary protein therefore takes on special relevance during this period in which high protein and amino acid requirements overlap with low digestive capability.

Young animal nutrition is a premium segment and within that segment, Hamlet Protein is a premium brand. That has resulted in high customer loyalty, as we deliver a consistent high-quality product that delivers a consistent performance.

Recent research emphasises the importance of Protein Kinetics. Can you explain more about that?

Erik Visser: Digestibility, has for decades, been considered the most important measure to evaluate the suitability of a protein ingredient for animal feed. However, the digestibility coefficient does not say anything about absorption speed which affects post-absorption metabolism of dietary amino acids. In this sense, research shows that fast-absorbable protein ingredients improve nitrogen (N) retention and feed efficiency of the animals.

The rate of protein hydrolysis, the consequent rate of amino acid (AA) absorption, and the synchronisation with AA from other protein sources are especially important in young animals, due to their high amino acid requirements for the synthesis of muscle tissue and vital organs. It is therefore relevant to investigate the hydrolysis rate of a protein ingredient and consider this parameter as well when choosing protein ingredients for feed formulation.

The faster a protein source is digested and absorbed, the faster it becomes available for the animals. Research now shows that faster protein ingredients are also better used for growth and performance than slower ingredients, which means less protein is wasted.

Most vegetal proteins are quite slow, and animal proteins are generally fast protein. Hamlet Protein, however, uses a unique patented production method that includes an enzymatic treatment which results in a vegetal protein that is as fast as some animal proteins.

The nice thing about optimising the diet for fast protein is that, firstly, fast protein is better utilised for growth as amino acid absorption is more efficient in the upper part of the small intestine.

Secondly, it allows for synchronisation with the absorption of amino acids coming from synthetic amino acids which results in a higher protein efficiency and reduced waste of amino acids. As a result, you have a better FCR (feed conversion ratio), higher growth, and reduced nitrogen waste.

Protein kinetics is a game changer for the protein market as it separates premium fast protein ingredients from slow proteins. Fast proteins such as HP300 are needed to optimise protein efficiency and synchronize with synthetic amino acids while slow proteins like SPC (soy protein concentrate) contribute to the nutritional requirement of crude protein alone.

You have predicted that aquaculture will register the biggest growth this year,  how will this influence  Hamlet Protein's go-to-market strategy?

Erik Visser: We expect poultry and aquaculture to show the strongest growth in 2025, with limited growth for swine and a decline in beef. That does not mean all regions will see the same development, as most growth will come from Asia and South America.

Improved demand and lower feed costs will drive aquaculture production growth in 2025. All key species should see growth, with pangasius and tilapia in the lead. Shrimp, which continues to face relatively low prices, is expected to grow just 2%.

The global outlook for poultry markets continues to be strong, with increasing consumption in Asia, the Middle East, and Europe. The low pricing of poultry products makes it an attractive alternative to other protein sources.

Improved profitability has slowed swine herd contraction in most regions, yet producers are moderating rebuilding efforts. Disease pressure in parts of Europe and Asia is affecting production growth, as are US slaughter constraints and EU regulatory headwinds.

This outlook can obviously change with animal disease outbreaks, like African swine fever, avian influenza, and foot-and-mouth disease, as they will affect production volumes and export opportunities. As long as an effective vaccination is not available, farm management, biosecurity, and nutrition will remain critically important.

Hamlet Protein predominantly targets monogastrics (swine and poultry) and ruminants. While we have research data to support the use of our portfolio in aquaculture and pets, we still see strong growth opportunities in our targeted species. Hence, our short-term focus will not be on aquaculture; yet, we see that as a clear opportunity for future growth and will, in due time, invest dedicated resources to develop this market segment.

How will Hamlet Protein integrate its customer-based approach on cost-efficient farm operations, particularly in the light of global economic inflation?

Erik Visser: The customer is at the center of all our decisions in our company. Our focus is on delivering value through our products and services.

 

One of our behavioral values is creating value through knowledge. As a multinational company, operating across species and geographies, we acquire a lot of insights through customer interaction and academic research. By openly sharing best practices with our customers, we create value for them, which, in turn, creates value for Hamlet Protein.

To evaluate the application of specialty ingredients and feed additives, and compare individual products to alternative diet sources, producers need to measure the effect and base their decision on that, rather than looking at a price per volume.

Using data from several years, we have studied the impact of the inclusion of our products in starter and per-starter feeds on the health and performance of animals throughout their lifetime. The return on investment in our products is around five times, and that is why producers only select a high-quality protein source like Hamlet Protein in the phase where it matters most.

 

What are the most significant challenges confronting the industry today? How can Hamlet Protein effectively tackle these issues along with the industry stakeholders?

Erik Visser: There are many challenges affecting global economies in general and the feed industry in particular.

In geopolitics, the implementation of tariffs by the current US administration and retaliatory tariffs from affected countries has caused a disruption of trade flows, resulting in uncertainty.

With plants in Europe and the US, Hamlet Protein is well positioned to address any supply chain challenges that will follow from possible trade wars.

In sustainability policies, we see increasing legislation, especially in the European Union, targeting increased sustainability throughout the supply chain.

At Hamlet Protein, sustainability is at the core of our strategy. We have developed a clear road map that not only makes us compliant with current legislation but also for future requirements. We actively work with our business partners to minimise the carbon footprint of our entire supply chain.

In consumer preference, there is an increasing interest from consumers in animal welfare and sustainability that producers will need to address.

Together with industry stakeholders, we will focus on highlighting what we do contributes to feeding the global population in a sustainable manner.

In labour, the labor market continues to be tight and professionals are aging. To maintain the innovative nature of our industry, companies need to attract young talent and invest in training programmes.

At Hamlet Protein, we actively promote the purpose of our company, creating health through nutrition to attract young and engaged professionals. We also train them on the job so they can become the next generation of industry leaders.

How would you distinguish Hamlet Protein from other companies?

Erik Visser: As CEO of Hamlet Protein since 2019, I lead a team of top-tier professionals in an innovative, global industry. With experience in multinational companies, I value the strong relationships built across diverse markets and cultures.

Hamlet Protein is a market leader, trusted by nutritionists and veterinarians worldwide for the consistent, high-quality performance of our soy-based products. Our patented processing technology ensures low ANF content, providing peace of mind and reliable results during sensitive feeding stages across piglet, poultry, and genetic breeding programmes.

With production facilities in both the US and Europe, Hamlet Protein offers stability amid global uncertainty. Our products are a secure alternative to soybean meal and fishmeal, support additive performance, and serve as a cornerstone in antibiotic-free, vegetable-based diets.

We invite your readers, industry players, and other stakeholders to discover our company's other groundbreaking research and industry-leading solutions for young animal nutrition at www.hamletprotein.com.

- Gemma Delmo and Nicholas Yong, eFeedLink