Royal Agrifirm Bolsters Young Animal Nutrition Focus with Launch of ‘Earlyfeed’ - INDUSTRY PERSPECTIVES

3 December 2020 – Royal Agrifirm Group has launched a new brand for young animal nutrition. Called ‘Earlyfeed’, and with the tagline ‘right from the start’, the new product range focuses on chicks, piglets and calves, and is seen to offer reliable nutritional solutions with proven benefits for the early development of new-born animals – more specifically for the first days and weeks of the animal lifecycle.

“For us, young animal nutrition is more than formulating (pre-)starter feed. It means introducing the right concepts at the right time and place. A thorough understanding of the animals’ biology enables us to steer the early on-set development of crucial natural mechanisms such as the digestive and immune system. This way we nurture the animals’ genetic potential at its most fragile and crucial stage,” said Gudo klein Gebbink, Managing Director EMEA at Royal Agrifirm Group, on the occasion of the launch.

Feedinfo Industry Perspectives spoke with Mr. klein Gebbink to get a better understanding of Earlyfeed’s promise and what can be expected from the new brand as we will soon be entering 2021.

[Feedinfo] Mr. klein Gebbink, one of the keys to success in animal production is how early you start. Early feeding strategies influence health, slaughter weight, meat, egg and milk quality. Can you expand more on the potential of young animal nutrition?

[Gudo klein Gebbink] New-born animals are the essential working capital. To unlock their full genetic potential, the first stages in life are crucial. Supporting our young animals right from the start allows for the immune and digestive systems to fully develop. Animals that eat a balanced feeding program at this young stage, develop earlier and this early development equals long-lasting health and performance. When science, experience and practical application meet each other at farm level, we maximise the impact we have on the animal’s ability to meet its full and balanced growth potential. And the farmer prospers as this strong nutritional foundation to supports his overall farm efficiency.

[Feedinfo] More and more producers are looking for alternatives to zinc oxide and antibiotics in young animals. What roles can Earlyfeed play here?

[Gudo klein Gebbink] The alternatives for zinc oxide and antibiotics are per definition multifactorial. Proper early development will create strong, and resilient animals that are able to respond better to challenges they will face. This will result in less treatment costs, more efficient growth, and more uniform groups of animals. Our ‘Aim for Zero’ approach clearly shows this. The key lies in a combination of an optimal early start, the right management measures and a good nutritional concept combining the right nutritional balance (e.g. low undigested protein) and the right preventative measures in the diet.

[Feedinfo] What is your advice to financially challenged farmers who are reticent to invest so early in specialised feed products for their animals? What kind of ROI does the Earlyfeed range offer them?

[Gudo klein Gebbink] It is very natural to look at the investment cost in such a situation, but the right angle of performing farmers is to look at the full cycle and the total return. High health status and a good, uniform group of animals prove repeatedly to be the base of economic viability on farm level. ROI differs per situation of course, but in the early phase a relatively small investment will be the most lucrative. Keeping the steady base will finally give better economic result. Investing right from the start pays off, every time again and again. Not having the right base will give higher feed and medication cost, eventually lowering as well the overall economic effect.

[Feedinfo] The ‘Agrimprove’ functional feed ingredient brand was launched in September 2019. What lessons from that launch are you applying to Earlyfeed this year and in 2021? Has the global pandemic slowed this launch process in any way?

[Gudo klein Gebbink] We have learned that having a clear message on specific concepts is essential to clarify/highlight the impact we can have. As a global company we have experience in different markets but at the same time we keep learning day after day from the best experiences of our customers. Both brands are expressed in platforms to discuss impact together with our customers, the Agrimprove farming ideas platform and the Earlyfeed Academy. This makes this more than just about the products. The approach is about knowledge exchange and creating the right solution for the total and integrated performance all together. The pandemic changed the platform but not the timing, as we planned to launch Earlyfeed at EuroTier in November. We continue to reach out to connect with our customer either in person or virtual depending on the situation. The COVID-19 situation has stimulated us to use the different digital channels and possibilities more frequently and effectively.

[Feedinfo] Can you talk more about the roll-out itself? Where in the world was Earlyfeed launched? Where are the products being produced?

[Gudo klein Gebbink] Earlyfeed is a global brand and is initially launched in Europe, Middle East and Africa and will be further rolled out in our Asian and Latin-American business during the course of 2021. Localisation of the performing concepts to the regional challenges and conditions are strongly connected to local production capabilities. Our widespread global presence allows us to produce close to our markets. This allows flexibility and a close connection to our customers and partners. Some highly specialised products will be produced in our factory in Drongen, Belgium.

[Feedinfo] Which markets are more receptive to young animal nutrition promise? And where do you see yourselves having to do the most education work moving forward?

[Gudo klein Gebbink] We see young animal nutrition as the base of every successful animal production operation. There are differences in circumstances, but not in its importance and impact of doing it right from the start. Farmers around the world realise this very well. A number of new concepts will also be added to our product portfolio for our three main animal species swine, poultry and ruminants. A concrete example is our new GalliFirst broiler Earlyfeed concept for day-old chicks that is being launched at this moment. Also, for piglets, with a strong focus on zinc and antibiotic free rearing and calves we will expand our product portfolio. Furthermore, feeding the parents will receive extra attention in 2021 as this is also what we mean with feeding right from the start. Next to that, we also look to combine know-how across the different species in our Earlyfeed concepts.

Focus will be on further expanding our knowledge exchange platforms with our customers in core growth markets. This is really an exchange to create a continuous learning experience on both sides. Our in-depth scientific background and decades of experience with Nuscience in early nutrition is put into practice using the great experience we get from working with our customers every day. The application of our concepts and standing side by side with our customers right from the start is a key element of our vision on successful young animal nutrition. That is what Earlyfeed stands for.

Published in association with Royal Agrifirm Group