Vision

A strong base for future developments has been created during the last five years. What does the future for Hendrix Genetics look like? What strategy will the company follow? Antoon van den Berg, Chief Executive Officer, draws the outline and points out where changes have to be made.

Looking forward, we see the coming five years as a new and dynamic phase in our company. To map our future course we undertook to review our business strategy, under the leadership of Dave Libertini, starting in February. Using input from various stakeholders including shareholders, management, employees and customers, and with the support and endorsement of our International Advisory Board and shareholders, we have been able to define our strategy going forward. I am enthused about where we are going.

Leadership role
In short, we see that Hendrix Genetics will move ‘from Challenger to Champion’. We will move from the phase of building and acquiring, simply to survive, to a more marketfocused, customer-oriented approach. I foresee that we will slowly shift our internal culture as we adapt to our new leadership role in the sector. With a better understanding of customer needs and market trends, we can offer solutions which create value for our customers and in turn provide us with even better financial rewards for the work we do.

Add resources and talents
As we move towards this more market oriented approach, I know we will not forget what has made us successful so far. Excellence in sales and production, and our ability to acquire and integrate companies successfully will still play a role in our future. But we will look to add resources and talents in marketing and product development to ensure that we remain leaders and ‘best in class’ in products and services. We will also focus more attention to risk management to protect what we have built so far.

Explore
Our strategy will also call on us to explore other opportunities. We will reconsider our position in the value
chain in all species, potentially in more down stream distribution in layers and turkeys and look for opportunities in the expected further consolidation in the pig breeding sector. We will invest money in novel products and species to give us growth options in the medium term. Our ambition to be global leaders has not changed.