Published on Nov. 30, 2017
Hendrix Genetics’ swine are winning over Central and South America
Hendrix Genetics, through its swine brand Hypor is experiencing tremendous growth in Latin America. Various factors, which range from a great product that offers true value for money, to hands on customer service are helping Hypor capture more and more market share. The success we are having in this region is an example that our approach yields great results.
What was the market like a few years ago?
A few countries like Mexico, Colombia and Ecuador had an established Hypor presence, the rest of Latin America however, with the exception of Brazil was heavily dominated by a competitor with a virtual monopoly. What this meant for customers was limited choice, poor customer service and little to no technical support. This situation had to change. Instead of seeing it as an obstacle, the situation in Latin America proved to be a great opportunity. It was clear that in order to succeed, Hypor needed to offer the things the competitor was not.
Our formula for success
Our plan started by educating potential customers that Hypor is a genetic brand of Hendrix Genetics. A customer may not have been familiar with Hypor in the past. However, due to Hendrix Genetics’ strong presence across Latin America in other species, the door was opened for Hypor. Once they were introduced, they then were given insights into our high performing products. This was combined with being there for customers every step of the way through client services and specialized technical expertise. From technical specialists to nutritionists, geneticists and sow and boar experts, Hypor had them covered.
Treating every customer like a key account
When breaking into a market where the competitor has a virtual monopoly, your customers are your greatest asset. This example was made clear in Peru. One of our first customers there was a small producer. Despite the limited size of this customer, we gave him the support needed to start him up in a successful way. This was the right approach to take, as that investment paid off. At industry meetings, conventions and seminars, that customer was our greatest advocate to fellow producers and he was key in opening up large parts of the Peruvian swine market for us.
New products for the market
Simply offering a similar, yet more competitive product to your customers is not enough in the long term. Latin America is dominated by lean pork meat, this is reflected in the Hypor Maxter line being a significant portion of sales there. However, we have begun to show customers the benefits of differentiating their offerings to the market. This has proved successful with the Hypor Magnus line selling well in Peru, Colombia, Guatemala and the Dominican Republic. Pork from the Hypor Magnus has excellent marbling that greatly enhances the flavor. Our customers are able to not just offer the market a different product, but get a premium for it. Creating win-win situations like these not only drives business today, but ensures a cycle of success that fosters growth in the future.
When I started working for Hendrix Genetics, I made a promise that within 5 years Hypor would become the market leading swine genetics brand in Latin America, I believe this more today than ever before