Ad Bal, editor of World Poultry, reviews VIV Europe
European flavour at global tradeshow
The entire international poultry industry was looking forward to VIV Europe, which was held 20-22 April in Utrecht, the Netherlands. However, the volcanic ash coming from Iceland prevented many from attending. But, it was an interesting edition for those who did manage to reach the showgrounds. Many new and innovative products were on display, and the atmosphere was good, with time for conversation. Let us take a flashback to an unusual event.
It was four years ago that the previous VIV Europe took place in Utrecht, the city of its origin. For that reason, everybody involved was planning to make the most of the 2010 edition. Around 560 exhibitors from 37 countries supplying the global poultry and pig industries were on display at the show and were looking forward to meeting with over 20,000 business professionals from around the world. That is to say, these exhibitors had registered. However, due to the eruption of the volcano in Iceland, all major airports in Europe were closed. As a result, a number of exhibitors were unable to reach the Netherlands in time for the show. The Chinese pavilion, for example, was empty. Yet, over 85% of the exhibitors managed to attend. Some of the bigger companies needed time to build their stands and arrived at the fairgrounds before the airports shut. There were certainly some impressive stands. Show organisers VNU Exhibitions did everything to get visitors to Utrecht.
They offered free parking space, as well as coffee and sandwiches on arrival. However, the lack of air transportation really prevented many from reaching the show. Despite the unfavourable situation, eventually over 10,000 visitors were able to find their way to Utrecht and experienced a good show. In order to compensate for the loss for exhibitors, VNU Exhibitions has made an offer for special VIV Asia arrangements in March next year in Bangkok, Thailand.
Innovation for sustainability
Apart from this unusual situation, the show took place. In his opening speech, director Ton Otten of VNU Exhibitions expressed his astonishment about the fact that nowadays a kilogram of poultry is even cheaper than a can of Coca Cola.
This proves that poultry is a very affordable source of animal protein. But, the limit seems to have been reached. This was also the essence of the speech made by Professor John Hodges, keynote speaker at the opening conference. Dr. Hodges doesn’t want to go back to the past, but wishes to start a discussion on searching for sustainable production methods. “Like cows out in the field, we have to feel the earthquake coming,” he said. An article from Dr. Hodges on sustainable livestock production can be read on page 16 in this edition of World Poultry.
Dirk-Jan Kennes of Rabobank International analysed the development of the global meat market. He expects a 40% increase over the next 20 years. As soon as per capita income surpasses US$2/day, consumers begin eating meat, Kennes said. Rabobank expects the share of poultry to rise, pork to stay remain at its current level, and beef to decrease. Dutch minister of agriculture Gerda Verburg also addressed the audience: “Consumers make the choice. They may expect the industry to produce in a sustainable way, not just for today, but also for generations to come. Innovation for sustainability should therefore be the theme for the future.”
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