novogen, a permanent development editorial · of managements in rearing and production, which...

NEWSLETTERN ° 4 : A u t u m n - W i n t e r 2 0 1 2

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Since the delivery of its first layer breeders in 2008, sales of NOVOGEN products have developed as expected. Being well-recognised as a real economic solution to the layer industry, Novogen breeders have been placed on many different continents.

From the beginning the first generation of the brown and white products immediately fulfilled the market expectations. Under different conditions the NOVOgen Brown and NOVOgen White have really expressed its genetic potential.

Since 4 years now, several new generations have entered the market. The hard work done in the R&D department by a team of experts with a real passion, close to the field, is delivering good results year after year. The expected progress in the coming years show an on-going improvement of egg quality, productivity through a longer laying cycle with a good persistency, efficiency and the ability to adapt to different field conditions.

Having seen its success after the introduction to the layer market, the main mission of NOVOGEN is to continue to contribute to the improvement and the economic viability of the different players in the layer industry by offering them our latest innovations and technical expertise which I invite you to read about in this edition of our Newsletter.

I wish you a very good reading.

Mickaël Le HellocoGeneral manager

NOVOGEN, a permanent development

Newsletter n°4 .Eng.indd 1 07/09/12 14:17

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Significant genetic progress

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Genetic progress of the NOVOgen Brown

Criteria Reference Annual Gain

Number of eggs per hen housed 350 + 2 eggs per year

Egg shell deformations 5 % (-) 0,54 %

Egg weight (18-60 wks) 62,5 g (+) 0,07 g

Egg weight (60-90 wks) 65,5 g (-) 0,12 g

Egg shell colour 81,5 (+) 1,30

Egg shell strenght (fracture force) 40,0 N (+) 0,12 N

Haugh Units 75,0 (+) 1,12

Body weight (80 wks.) 1950 g Stable

After the articles in the previous editions of the NOVOGEN Newsletter explaining the work done on all aspects of egg quality, we now will focus on the actual results already seen in the field and the expectations for the latest generations (2012-2013) of the NOVOGEN products.

The technical performance of the NOVOGEN flocks in the field fully confirms that NOVOGEN is a serious player in the selection of layers offering a genetic solution for the different market requirements. The NOVOgen Brown and NOVOgen White are now well-recognised for their excellent performance for as well as egg production and egg quality as feed efficiency.

After several years of gathering field results, the genetic progress is very clear. This validates our choice for an innovating and efficient selection program, based on a mix of selection in colony cages and individual cages focussing on 4 main criteria:

• Egg quality

• Longevity of the flocks through a better persistency and liveability

• Feed efficiency

• Ability to adapt to different conditions

In addition, the genetic progress achieved on our R&D farms being validated by several tests under field conditions predict a significant improvement in the years to come.

• A constantly improved egg quality

As already mentioned many times, the egg quality is an essential criterion in the selection program of NOVOGEN to assure an excellent quality from the beginning till the end of a production cycle.

At this moment the genetic progress on the egg shell colour is very significant. In comparison with our competition, the NOVOGEN products have improved much faster. This will allow the NOVOgen Brown to be equal or even better in egg shell colour than the best breed in the market.

Regarding the egg shell strength, we can also see a clear and consistent improvement till the end of lay. This allows customers to keep their flocks longer and longer and to take profit out of the improved persistency of production.

We do not forget the specific work on the egg weight curve searching for the maximum number of saleable consumption eggs, a rapid increase at the onset of lay and to maintain the right weight till the end.

• Longevity and persistency

In terms of productivity, it is already many years ago that NOVOGEN has initiated to use selection cycles of 90 weeks, which are much longer than the normal production cycles in the field. The NOVOGEN genetic lines therefore largely profit from this with a significantly improved persistency which you can see in the actual product performances.

The work done in colony cages together with the analysis of the birds’behaviour in floor systems continuously improves the longevity of the NOVOGEN layers, especially in the alternative housing systems or enriched cages.

The NOVOgen Brown and NOVOgen White are also well-recognised for being a calm bird and the ease of managements in rearing and production, which improves the liveability and feed conversion.

• Feed efficiency

One of the objectives of our selection program is to improve the productivity by maintaining the same level of feed consumption and lowering the capacity of the birds to become fat at the end of the production cycle, which lowers the feed required for maintenance. This allows a continuous improvement of the feed efficiency without compromising the bird’s reserves.

The selection program also continues to focus on the persistency of lay till over 90 weeks of age leading to a constant improvement of the feed conversion. The feed intake capacity remains intact, which does not require using the reserves too much during the laying period. This can then be used for increasing the egg mass produced by hen housed.

Egg shell colour of the NOVOgen Brown

(Indidce = 100 - Lab)

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Breed A Breed B Breed C Novogen "Classic"

Novogen "Light"

Evaluation of egg shell colour (Internal Test)An higher value indicates a darker egg shell colour

Hatch date : week 28,2011


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Genetic progress of the NOVOgen White

Criteria Reference Annual Gain

Number of eggs per hen housed 352 + 3 eggs per year

Egg shell deformations 5 % (-) 0,10 %

Egg weight (18-60 wks) 61,5 g (+) 0,03 g

Egg weight (60-90 wks) 65,0 g (-) 0,09 g

Egg shell colour 8,5 (+) 0,05

Egg shell strenght (fracture force) 39,0 N (+) 0,42 N

Haugh Units 82,0 (+) 0,49

Body weight (80 wks) 1750 g (-) 6,4 g

Annual genetic gain from 18 to 90 weeks of age : number of eggs per hen housed2009 2010 2011 2012 2013

NOVOgen Brown 386 389 391 393 396NOVOgen White 398 401 404 407 410

The feeding regime of a modern pullet during the rearing period

Over the last 25 years, the selection for productivity has led to an increase of 70 eggs and 5 kg of egg mass at 70 weeks. At the other side feed efficiency, expressed as kg of feed per kg of eggs produced, has gone from 3 to 2. This gain is enormous if we consider that feed costs are about 60% to 70% of the total production costs. Such progress demands a continuous adaptation of the management techniques and feed in the rearing and production period.

• Controlling the feed intake

During the 10 first weeks the pullets do not control their feed intake related to the energy content of the feed. Hence, in this period any increase of energy in the feed stimulates the growth of the birds.

That is why it is recommended to use a high energy feed during the first 5 weeks of the rearing period. This promotes the consumption because of the

easier uptake and the reduction in eating time. This improves as well as the growth of the pullet as the feed conversion.

Pullets are grain eaters and their consumption depends on the presentation, and in particular the particle size of the feed. As from 5 weeks of age the recommendations are following:

• Particles < 0.5 mm: 15% maximum

• Particles > 3.2 mm: 10% maximum

At least 75% to 80% of the particles should have a size between 0.5 and 3.2 mm.

Comparison of body weights at 5 weeks of age with different feed presentations

Energy Level Mash Crumble

3100 kcal 375 g 412 g2790 kcal 345 g 405 g

• Ability to adapt to various field conditions

This criterion is really a specific feature of the NOVOGEN layers. The sales of the NOVOGEN breeders in all major egg producing countries is the best proof of its ability to express its genetic potential under many different field conditions: hot climates or moderate climates, open-sided houses or environmentally controlled houses, in cages of alternative systems and with different types of feed used.

The originality of NOVOGEN’s selection program lies in its ability to challenge some basic principles of selection to what had been used in other companies. NOVOGEN’s approach on the criteria of liveability and behaviour in rearing and production are the best examples through a mixed selection program using colony and individual cages and an analysis of the behaviour on the floor of the different lines.

Our original way of thinking and expertise are the main ground for all work done on the selection criteria, allowing the genetic progress seen in our test farms and on in commercial farms in the field.

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From 10 weeks onwards the birds gradually get the ability to regulate their feed intake related to the energy level of the feed. The objective then becomes to increase the feed intake capacity, so that the birds can increase their feed intake with 40% during the first weeks of production. During this period, it is important to stimulate the development of the digestive tract by using feed with the same or lower energy content as the feed used during the production period.

• Amino acid needs

The amino acids needs depend on the age and the feed conversion. For young pullets (less than 5 weeks) the needs are the same as for broilers. Above 6 weeks of age, the amino acids needs are less well known, but it is inevitable that amino acid deficiency always results in a reduction in growth, an increase in the feed conversion and also a change in body composition. However, too fat chicks at the entrance to laying eggs have more prolapse.

• Nutritional recommendations for the rearing period

Our nutritional recommendations are adapted to allow an optimal skeleton development and body weight of the pullets during the first 5 weeks with a feed similar to feed used for broilers with higher energy level and concentration of amino acids.

From 5 to 10 weeks of age, we recommend to lower the energy level of the feed. During this period,

the pullets have developed a natural appetite so growth is not affected and the pullet is getting better prepared to a less energetic feed.

From 10 weeks of age, we recommend a lower energy level to stimulate the development of the digestive tract to be better prepared for the onset of lay when the needs increase very rapidly.

The recommended energy levels of the ”pullet” and ”pre-lay” feed types depend on the energy levels used during the production period. To avoid penalising growth during the onset of lay and the ability to reach a high peak, the choice of energy levels will have to depend on the local circumstances of formulating feed and the energy level of the feed used during the production period.

Low ME High ME

Starter Grower Pullet Pre-lay Starter Grower Pulett Pre-lay

Nutrient Crumbs Crumbs or mash

C o a r s e mash

C o a r s e mash

Crumbs Crumbs or mash

C o a r s e mash

C o a r s e mash

ME Kcal / Kg 2900 2800 2700 2700 3000 2900 2900 2900

ME Kcal / Ib 1316 1270 1225 1225 1361 1316 1316 1316

Crude Protein % 20,0 - 20,5 18,5 - 19,0 16,0 - 17,0 16,5 - 17,0 20,5 - 21,0 19,0 - 19,5 16,5 - 17,5 17,0 - 17,5

Crude Fat % 3,5 - 5,0 3,0 - 4,5 2,5 - 4,0 3,0 - 4,5 4,0 - 5,5 3,5 - 5,0 3,0 - 5,0 3,5 - 5,0

Crude Fibre % 2,5 - 3,5 3,0 - 4,0 3,5 - 6,5 3,5 - 6,5 2,0 - 3,5 2,5 - 4,0 4,0 - 6,0 4,0 - 6,0

Tot Lysine % 1,12 0,96 0,74 0,8 1,16 0,99 0,80 0,86

Tot Mthionine % 0,51 0,44 0,33 0,39 0,53 0,45 0,36 0,41

Tot Meth & Cystine % 0,86 0,74 0,62 0,68 0,89 0,77 0,67 0,73

Tot Tryptophan % 0,211 0,187 0,14 0,151 0,218 0,193 0,15 0,162

Tot Threonine % 0,75 0,64 0,51 0,55 0,78 0,67 0,55 0,59

Dig Lysine % 0,98 0,84 0,65 0,70 1,01 0,87 0,70 0,75

Dig Méthionine % 0,47 0,40 0,31 0,36 0,49 0,40 0,33 0,38

Dig Meth & Cystine % 0,76 0,66 0,55 0,6 0,79 0,66 0,59 0,65

Dig Tryptophan % 0,185 0,164 0,143 0,154 0,192 0,17 0,154 0,165

Dig Threonine % 0,65 0,56 0,44 0,48 0,67 0,58 0,47 0,51

Calcium % 1,05 - 1,10 1,00 - 1,10 0,95 - 1,05 2,20 - 2,50 1,05 - 1,10 1,00 - 1,10 0,95 - 1,05 2,30 - 2,60

Av. Phosphorus % 0,45 - 0,50 0,42 0,47 0,40 - 0,44 0,42 - 0,45 0,46 - 0,50 0,43 - 0,48 0,42 - 0,45 0,43 - 0,48

Sodium % 0,18 - 0,20 0,16 - 0,18 0,16 - 0,18 0,16 - 0,18 0,20 - 0,22 0,16 - 0,20 0,16 - 0,20 0,16 - 0,20

Chloride % 0,16 - 0,20 0,16 - 0,20 0,16 - 0,20 0,16 - 0,20 0,16 - 0,22 0,16 - 0,22 0,16 - 0,22 0,16 - 0,22

Potassium % 0,60 - 0,75 0,50 - 0,75 0,50 - 0,70 0,50 - 0,70 0,62 - 0,78 0,62 - 0,78 0,52 - 0,72 0,52 - 0,72

Linolei acid min % 1,5 1,4 1,3 1,3 1,6 1,5 1,4 1,4

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On August 1st, 2012 a new chapter began in the rapid expansion of NOVOGEN. Independent hatchery PennOVO, Inc. and NOVOGEN have partnered to introduce NOVOGEN products into the highly contested North American market. The North American market has very little in terms of breed choice, and is largely dominated by less than a handful of breeds. Located in Central Pennsylvania, PennOVO will provide products to the North East and Midwestern United States market.

PennOVO President, Kyle Wagner sees it as a great opportunity. “Our goal is not to present ourselves as the latest and greatest chicken breed, but rather give customers a real choice.” Wagner adds, “With 11 years of development prior to their launch in 2008, NOVOGEN has been able to put science behind their product line; I have no doubt about their commitment to excellence.” PennOVO is a sister company to Penn Embryo Inc., which has over 50 years of experience in providing embryos for the Pharmaceutical Industry.

The newly formed company PennOVO Inc. has put together a first class team of employees to lead the introduction into North America:

• Doug Metzler will serve as General Manager for PennOVO. Metzler, a chicken farmer himself, has over 17 years of experience in the poultry field. He most recently managed a 25 million bird/year hatchery. Leaving his last position was not something Metzler took lightly, but could not pass up the opportunity for this new venture.

• Ken Wareham will provide sales and technical services. Wareham has over 30 years of experience in the poultry industry and specializes in poultry management. Wareham has a knack for getting birds to produce to their maximum ability by truly understanding the needs and limitations of the breed.

Commercial chicks will be available starting in February, 2013. Mickaël Le Helloco, General Manager of NOVOGEN comments, “While PennOVO will specialise in NOVOgen White products, there is also access to NOVOgen Brown. North American distribution will be a key market in the global expansion of NOVOGEN, and having a partner committed to success like PennOVO is a great place to start!”

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► Americas

NOVOGEN enters the North Americanmarket together with PENNOVO INC.


• Major producer of different strains of poultry

Morris Hatchery, Inc. in the USA has been operating as a family owned and operated business since 1962. They originally began with their quail breeding, hatching and growing operations. Throughout the years of continual expansion, they have grown to become a major producer of many different strains of poultry.

Ed Morris, President and owner of Morris Hatchery underlines: “We currently have over 8,000,000 ft2 (about 750,000 m2) of breeding and growing space, are hatching over 3 million birds per month and we have expanded our operations worldwide being the largest independent commercial broiler hatching egg exporter. We, at Morris Hatchery, Inc. are the largest producers of top quality commercial broiler hatching eggs. We have our own commercial breeder stock to produce top quality broiler hatching eggs. We use parent stock of all the major broiler breeds available on the market, such as Cobb, Ross and Hubbard. Our layer day-old-chick and hatching egg business is focused in the southern US, this market as well as in the Caribbean Territories expands steadily. Since the latest breed of layers, NOVOGEN, has come on the market able to show very promising results with their highly competitive commercial laying hens, white and brown, we recently have placed the first NOVOGEN breeder flocks.”

• Focus on quality and service

The hatchery operations at Morris Hatchery are maintained under strict sanitary conditions and their premises are routinely inspected by the USDA Veterinarians and by the State of Florida and they are members of the National Poultry Improvement Plan (NPIP). All breeder birds are also blood tested annually by a USDA Veterinarian and are certified to be disease free.

Every shipment that leaves the hatchery goes through the most rigid standards. We provide a fast and efficient delivery service through one of the largest international airports in the world, Miami International Airport, located only thirty minutes away from us.

Throughout the years, Morris Hatchery’s objectives have been aimed at giving its customers the highest quality poultry and their best service.

“Our strategy is, if you succeed, we succeed! We are therefore very proud to incorporate the NOVOGEN products into our product line in our search for further expansion based on quality and service”, continued Ed Morris.

► Americas

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Morris Hatchery, worldwide player in the USA, placed NOVOGEN breeders

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► Asia

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Hubei Grandparent Breeding Farm and NOVOGEN S.A.S. jointly launch NOVOGEN products in China

► Asia

NOVOGEN have successfully introduced some trial flocks of NOVOgen Brown breeders through P.T. Wonokoyo Jaya Corp. based in Surabaya.

Wonokoyo confirm they have reached agreement with NOVOGEN that after sufficient evaluation of the product to eventually import NOVOGEN Grand Parents for the sale and distribution of NOVOgen Brown breeders within the territory. Wonokoyo is the second largest layer hatchery in Indonesia with a capacity of about 8 million commercial layers per year.

Indonesia, with a population of 250 million people, is principally a brown egg market. With a breeder population of over 1 million layer parent stock per year it is ranking as the 4th largest in Asia and as the 7th largest layer market in the world. Till today the free market is mainly supplied by just one breeder and the introduction of NOVOGEN will bring more competition and choice to the Indonesian layer industry.

NOVOGEN introduced to Indonesianmarket through Wonokoyo Jaya

Hubei Grandparent Breeding Farm in Xiaogan, Wuhan, Hubei, China and NOVOGEN S.A.S. held a joint seminar in conjunction with the Provincial Animal Husbandry Bureau of Hubei to launch the NOVOGEN products in China.

Mickaël Le Helloco, General Manager NOVOGEN, David Fyfe, NOVOGEN Business Director for Asia, accompanied by Frank Ling, NOVOGEN Sales Manager, Kevin Yuan, NOVOGEN’s China Technical Service Manager, and Noppadon Sukontarattanasook, NOVOGEN Product and Technical Specialist, had come to be present at this very special event. In total over 40 guests including commercial layer farmers, hatcheries and other industry associates attended this successful launch.

China is the world’s largest market for layers with over 23.6 million Tonnes of eggs produced per year or 2,536 million commercial layers in production estimated as over 4 times the size of the USA, the world’s second ranked producer. To get a foot hold in China is a major breakthrough so soon after the introduction in 2008 of NOVOGEN onto the international stage. “We are very pleased to join forces with Hubei Grandparent Poultry Breeding Company as they are situated in an isolated area, well away from other poultry, and have an experienced team of people which will be fully supported by NOVOGEN’s local an international staff”, commented Mickaël Le Helloco.

From left to right: Back row: Mr. Jiang (Grandparent Farm Manager), Mickaël Le Helloco, Kevin Yuan, Miss Dong Qun Zhi Hubei (Sales Manager); Front row: Noppadon Sukontarattanasook, David Fyfe and Mr. Hoa.N

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TOM BARRON (UK)The NOVOGEN bird is exactly doing what

we were told it would do

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► EMEA

It is now about 1 year ago that Tom Barron Limited, the only independent commercial layer hatchery in the UK, started to work with NOVOGEN and to distribute the NOVOgen Brown and NOVOgen White layers into the United Kingdom and the Republic of Ireland.

Neil Leeming, CEO of Tom Barron Limited states, “When we started this new venture, we were already totally convinced that our move to distribute the NOVOGEN layers would be a welcome alternative for the UK and Irish layer industry. Now I can say that this has been confirmed 100% by our customers, who have embraced our decision and have placed more NOVOGEN birds than we had expected at the beginning. The best of it is that the customers who received the first flocks early 2012 have already given us their repeat orders for the NOVOGEN layers. That is the best proof of the genetic quality of the NOVOGEN breeding stock and the service we give to the industry. Being a family-company, established more than 100 years ago, it is very important to us to give our customers a real choice of the best products available around the world. This move also secures the supply of commercial layers from the only independent commercial layer hatchery in the UK and Ireland.”

“The first results in the UK of the NOVOgen Brown layers placed since early 2012 in different housing systems are looking very good. The rearing has gone well, without any problems, and it was remarkable to see that the NOVOGEN birds handled the transfer to the production farms very well. They kept their appetite and were able to gain bodyweight just after transfer. They behave very calm, but certainly not lazy! Even when you hold them back before the onset of lay,

to increase the egg weights, they still come into lay very easily and hit the peak at the target age. Peaks have been between 95-97%, mortality very low and the egg quality is very good. These birds are just doing exactly what the NOVOGEN team told us they would do!” ads Dough Kirkby, sales manager for Tom Barron. “It is just a great pleasure to work with these pullets and to see happy customers coming back to us. They produce very well under different circumstances including the enriched cages, barn and free range systems”.

About Tom Barron

The Tom Barron Group was started over 100 years ago by Tom Barron himself. He developed a hobby into a poultry breeding business that achieved international success in egg laying trials as far as North America, South Africa and Australia. The company has now developed into a diversified group serving different parts of the food industry with the poultry division being central to the Group’s activities.

The company has been supplying chicks of layer breeds for more than 80 years from its hatchery base in Preston; all their breeder laying farms are in close proximity to the hatchery. Tom Barron also provides growing pullets of a range of breeds and undertakes contract rearing for other suppliers. It was one of the first to introduce multi-tier systems for floor rearing in the UK, and all of their commercial rearing farms are now fully equipped for multi-tier rearing.

Doug Kirkby and his customer Richard Geldard

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Verbeek (NL) and NOVOGEN working closely together for success ► EMEA

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Verbeek Hatchery Holland in the Netherlands, one of the largest layer hatcheries in Europe, placed the first NOVOGEN

parent stock end of 2011 followed by many other breeder flocks of NOVOgen Brown and NOVOgen White to serve their customers in Netherlands, Belgium, Germany, Poland and the rest of their large export network. NOVOGEN is very pleased that Verbeek made the decision to distribute the NOVOGEN products. Both companies have established a very close working relationship to make NOVOGEN and its products a success.

“Over the last few years Verbeek has put a lot of energy and investments in our rearing concept to get the best pullets for the alternative systems. But behaviour is not just related to the rearing, it also has a genetic background. That is one of the reasons why we have chosen for NOVOGEN. NOVOGEN puts a lot of emphasis in it selection program on the behaviour of the brown and white layers through a special and ingenious R&D program they have introduced

years ago. This has given the NOVOGEN products a very good ability to adapt to the different alternative production systems like we have in the Netherlands. Verbeek is in close contact with the NOVOGEN team and we discuss these matters on a regular basis to further improve the genetics and the final outcome for our customers focusing on: egg quality, productivity, efficiency and behaviour. NOVOGEN is the right choice for the future of Verbeek as an independent layer hatchery”, says Pieter Kruit, Managing Director of Verbeek Hatchery.

As from the 3rd quarter of 2012 Verbeek will deliver the first reared pullets to many customers in their territory. But, early 2012 Verbeek already placed the first commercial layers in barn systems in the Netherlands and they are doing very well. You can read more about this in another article in this Newsletter.

About Verbeek Hatchery Holland

In 2011 Verbeek has opened a complete new layer hatchery in the Netherlands with an annual capacity of 30 million layers. Verbeek take great care about quality, health status and good service.

• Verbeek works with family owned breeder farms, spread over the country in area’s with a low poultry density. The special veterinarian programs and regular testing result in a high health status of the breeder flocks. In the hatchery much care is taken to maintain the disease freedom of the hatching eggs and day old chicks. In this way Verbeek’s hatchery is maintaining a high health and quality standard throughout its production chain.

• Constant quality control and support, specialized company veterinarians, correct planning and staying ahead of developments are all factors that bring first rate results.

• Verbeek is offering advice on veterinarian issues, poultry nutrition during rearing and laying period, poultry husbandry and management.

The strength of Verbeek lies in the capacity of achieving good results because of true co-

makership and co-operation with its customers and to be a leader in rearing quality pullets, for all different types of production systems.

Verbeek Hatchery Holland is a pioneer in the development of alternative rearing systems for layers. The development of the so-called ‘Nivo Varia system’ was a great step forward. Layer pullets which have been reared in this system are ideally adapted to any aviary system for commercial layers. The unique feature being that each and every layer chick, from day one to the last day of the rearing period is forced to find the water by jumping onto plateaus that are above the living areas with the feed.

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International press meeting NOVOGEN in France ► GLOBAL

In March 2012 the main representatives of the international Press visited NOVOGEN in France. This gave them the opportunity to meet with the global management team of NOVOGEN and to get more inside information about the developments of the latest layer breeding company in the world and reasons for the success of its products.

Frederic Grimaud, CEO of Groupe Grimaud, kicked off the meeting in the office of one of its high-tech companies “Vivalis” in Nantes. He started with a short overview of the group’s activities, which is a solid family group, developing know-how and products in the life science field, applied to animal genetic selection and biopharmacy. Frederic also explained the reasons for its investments in the layer industry. Eggs are a relatively cheap protein source with a high nutritional value for a global human population that grows with 220,000 people per day, which makes the global egg market (mainly ‘local for local’) grow with a steady pace of 2% to 3% per year. In the years to come, Groupe Grimaud wants to further develop its worldwide leadership position in animal genetics and in biopharmacy serving human and animal health. With its ‘Natural Concept’, Groupe Grimaud also practices a unique vision on sustainable breeding and production of animal protein.

Mickaël Le Helloco, General Manager of NOVOGEN, talked about the global egg market and its specific features by region and how NOVOGEN responds to the different needs of each market. NOVOGEN focusses on high quality products, productivity (longevity and persistency), efficiency and suitability for various production systems. NOVOGEN’s dedicated, professional and passionate team enables a global R&D, production and sales approach. NOVOGEN has its own R&D facilities in Europe and North America and shares Groupe Grimaud’s knowhow and experience in animal genetics. NOVOGEN already delivered its products to more than 40 countries around the world. Part of the success of NOVOGEN is due to the fact that NOVOGEN has a strong and continued focus on, and understanding, of customer demands. Over the last few years NOVOGEN was able to realise a substantial market share in a market that was dominated by just a few players, thus giving support to their credo that NOVOGEN is more than just an alternative; it is a real economical solution!

Thierry Burlot, R&D Director of NOVOGEN, explained that it is very important to take as a starting point for selection the understanding that a bird’s adaptation to different circumstances is based on the «Genotype*Environment Interaction». Birds have to be selected under the particular conditions in which we want them to perform best. So it’s not only the genetic potential, but it is also the adaptation of a bird in a specific environment that results in the final performance. «Bottom line» the objective for R&D is thus to select for better eggs in different production systems. The well-trained team of NOVOGEN uses the latest technology regarding IT-platform, Quantitative Selection (BLUP) en Marker Assisted Selection. On top of this, NOVOGEN R&D is in a continuous close contact with Groupe Grimaud experts on animal selection and various external Research Centres, enabling them to validate findings and further improve performance of birds and to continue to be on the forefront of state-of-the-art research & development (meanwhile ‘keeping both feet on the ground’...). Years of trials and on-going genetic selection made it possible to introduce the NOVOgen Brown, Tinted and White in 2008, proven to be the best possible answer for high quality products, productivity, efficiency and ability to produce in various production systems. And every new generation will show an on-going improvement, leading NOVOGEN and its customers step by step to the top!


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First international NOVOGEN distributors meeting ► GLOBAL

During the middle of March 2012 the global management team of NOVOGEN and several NOVOGEN distributors gathered at the Vivalis office, part of Groupe Grimaud, in Nantes. This was the first official international distributors meeting organised by NOVOGEN which will be held twice per year in different places around the world to exchange market information and the latest developments of the company and its products.

The distributors came from France, the Netherlands, the UK, Spain, Portugal, Bangladesh and Japan. Jürgen Reimers from Germany, a well-known person in the layer industry, was also present at this meeting and being presented as a member of the NOVOGEN team focussing on the international development of the company.

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For the second year in a row, it is a NOVOGEN customer who has won the first price in the traditional egg quality competition during the exhibition at Bastos, city of Sao Paulo State and principal centre of egg production in Brazil. Granja Ono has won the first price in the white egg category and Granja Katsuhide Maki became vice-champion the brown egg category.With these excellent results, the 53rd edition of the Bastos exhibition was a great success for the NOVOGEN team who always participates at this July event. Sergio Bia Candia, sales manager of NOVOGEN for Latin America, and Cácio Fracaro, who supervises the commercial activities in Brazil, did not forget to remind this success to all customers and prospective customers who came to the booth of NOVOGEN do Brasil, distributor of NOVOGEN in Brazil.

“All the merits of these prices belong to our customers using the NOVOgen Brown and White, and we are very pleased to be allowed to work with them and to offer them the excellent genetic potential of the NOVOGEN products for the brown and white egg markets”, declares Sergio Bia Candia. Cácio Fracaro adds, “this success first goes back to the producers, who have been able to put everything together to make it work such as excellent management and using the right feed, etc… but also to work done by NOVOGEN offering them a very competitive genetic potential”.

Being only introduces in Brazil in the year 2010, the NOVOGEN products have shown a very impressive growth in market presence, going from 1 million layers in the first year to now more than 6 million NOVOgen Brown and NOVOgen White. Sergio Bia Candia explains this success as a result of the excellent liveability of the layers and their good productivity with an excellent persistency of production. «Our products really show excellent performances in production cycles of 90 weeks, which reduces the interest to moult flocks. More than 400 eggs laid during the whole production period is a sign of profit for the producers.»

Cácio Fracaro also underlines the ability of the NOVOGEN products to adapt to different climatic conditions and local circumstances in Brazil. «The NOVOGEN layers show every day a strong ability to adapt, which also explains the rapid sales growth we can see». Cácio emphasises the importance of the technical support and commercial network of NOVOGEN do Brazil. “Guiding our customers to get the best out of the genetic potential is one of the strengths of team in the field”. Cácio et Sergio do not want to limit the success just to the 2 titles won this year by Granja Ono (champion White eggs) and Granja Katsuhide Maki (vice-champion Brown eggs). Other producers have also reached very respectable positions in the competition, which confirms the quality of our products, such as the Granja Grange and Yagima Higashi which have become 3rd and 6th in the brown egg competition.

This article has also been published by the magazine “A Hora Do Ovo”.

► Americas

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NOVOGEN customers elected as champion and vice-champion

at the Bastos exhibition in Brazil

Champion Yoshio Ono (centre), with his sons, and the vice-champion Christian Maki.

Cácio Fracaro and Sergio Bia Candia

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NOVOGEN first placed Grandparents in China with

Hubei Grandparent Poultry Breeding Company ► Asia

Hubei Grandparent Poultry Breeding Company, a subsidiary of Hubei Livestock Department, placed the first NOVOGEN Grandparent flock several months ago. The chicks arrived in excellent condition on a direct flight from France after nearly 48 hours travelling time. The chicks were very active and soon settled into the quarantine accommodation. Rearing has been very straight forward, the birds showed superb liveability and have hit their body weight standards without any difficulty and the peak production touched over 94% at 26 weeks of age. «The first deliveries of parents are already sold», commented Grandparent Farm Manager Mr. Jiang.

The Grandparent farm is located in the Xiaogan district in Wuhan, Hubei China, and makes use of shower-in facilities with strict biosecurity between compounds. All feed is supplied from Charoen Pokphand. Birds are reared using a cage system with artificial insemination to allow for better hygiene. The house temperature is controlled by evaporative cooling system, with automated feeding, nipple drinkers and manure scrapers. «The production of the NOVOGEN parent day-old-chicks will be initially to cater to the local market in Hubei and surrounding districts but we are confident, once the word gets out, there will be other demands from all over China. NOVOGEN just arrives at the right time in the Chinese market, the response from producers looking for a bird that is straightforward to manage, calm and with exceptional productivity has been beyond our expectations», says Frank Ling, NOVOGEN Sales Manager with over 30 years of chicken experience.

Mickaël Le Helloco, during his visit to the GP farm

Males and Females Lines of the NOVOGEN GP

► Asia

NOVOGEN has been present during the IPPS Nagoya Exhibition held in June 2012 in Japan to support their partner Tohzai Sangyo Boeki Inc. “During this exhibition agreements were concluded with Iwamura Hatcheries the largest Independent hatchery in Japan with over 30% market share of commercial chicks as well as a major producer of embryo eggs for the vaccine business who have agreed to produce and distribute NOVOGEN Brown as part of their product offering to the Japanese market”, commented Mr Shosuke Maki (Managing Director Tohzai Sangyo Boeki Inc.).

During the Conference session Mickaël Le Helloco, General Manager of NOVOGEN, presented to over 100 delegates the recent developments within the European market who adopted the enriched cages from 1st January 2012 and continued development of the alternative systems as well as how NOVOGEN’s own Breeding and Research programmes have been orientated to already take these changes into account.

NOVOGEN success at IPPS Nagoya exhibition in Japan

Picture Left to Right: Back row: Mickaël Le Helloco (General Manager NOVOGEN), Mr. Iwamura (owner Iwamura Hatcheries), Dr. Kaihei Okuyama (Tohzai Sangyo Boeki Inc.); Front row: David Fyfe (Business Director NOVOGEN)

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► EMEA SIPSA 2012, in the light of complimentaritybetween Novogen and Hubbard

Groupe Grimaud, one of the world leaders in the multi-species animal selection, thanks part of its success in its desire to strengthen the complementarity between the various companies of the group.

The joined presence of the 2 companies Hubbard and NOVOGEN at the recent exhibition, Sipsa, in Algeria is inspired by this approach of the group. On the Hubbard/ NOVOGEN booth, customers of both companies were welcomed and updated on the technical and marketing aspects of both companies and its products.

The Hubbard/NOVOGEN seminar, held during Sipsa 2012, gathered more than 250 peoples and the positive exchanges were continued on the joined booth during the following days which were very busy.

More than 60,000 NOVOgen Brown breeders have been sold in Algeria in the last 2 years; feedback from the field confirms the good genetic potential of the breed. Based on this success, several layer hatcheries have shown their interest to further develop their collaboration with NOVOGEN.

The next 12 months will see the creation of a national distribution network and a further expansion of the NOVOgen Brown market presence in Algeria.

The visitors to the NOVOGEN booth recognise the good technical support leading to an improvement of their technical results. Jean Yves Blévin, Michel Clech and Florian Allègre are main contributors to the success of the Groupe Grimaud business activities in Algeria.

NOVOGEN at PAMED in Tunisia

PAMED 2012, the Mediterranean exhibition for animal products and agricultural products in Tuni-sia, was held on June 5 to 7. Hubbard and NOVOGEN have participated on a joined booth giving them the opportunity to meet all major players of the poultry industry.

2012 is a milestone as it sees the end of poultry quota in Tunisia. During the 3-day PAMED exhi-bition, many contacts have questioned the risks and opportunities of such new situation. The official poultry association “GIPAC” retains a central role for the approval of the production of the professional poultry producers with its specifics for each different business. Production volumes see a steady growth, and the recent Libyan situation allowed the Tunisian poultry industry to export large quantities of eggs and broilers during the last few months bringing sales prices to a higher level.

For NOVOGEN these events and opportunities particularly contributed to a rapid entry into the Tunisian market. More than 500,000 commercial pullets NOVOgen White have been placed with different local producers originating from the 1st bree-der flock supplied late 2010 and a 2nd flock during spring 2012.

The NOVOgen White customers met at the PAMED exhibition reconfirm the good genetic potential of the breed and their satisfaction with the results achieved with NOVOGEN, especially the excellent behaviour and productivity of the NOVOgen White. The cur-rent year reinforces this image and will lead to an increased market share in 2013.

Jean-François Hamon (NOVOGEN), Mr. Trabelsi (president of TAISSIR and satisfied customer of the NOVOgen White) and Mr. Leboucher (Filières Avicoles)

► EMEA

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Egypt: NOVOGEN’s market share keeps growing

► EMEA

From May the 8th to the 11th 2012, the international exhibition for the agroindustry, SIAGRO, was held in Dakar-Senegal. NOVOGEN was also present with a booth in collaboration with its local partners. The booth was very successful and visited by many egg producers, not only from Senegal but also from neighbouring countries.

The NOVOgen White, present in Senegal since more than 2 years now, has made a real breakthrough on the steadily growing Senegalese market. The feedback from the field clearly put the very good productivity, its calm behaviour and its excellent liveability under local circumstances forward.

2012/2013 will be the opportunity for the NOVOgen White to continue to grow its market presence in Senegal and the rest of Western Africa.

32 to 36 million commercial layers are needed annually to satisfy the Egyptian egg market. The most common breeds can be seen in the Egyptian market. However, the Egyptian Market has witnessed serious difficulties during 2010 whether in terms of health status condition or feed price and/or bad quality. All of these factors accumulated to each other to prevent the farmers from getting the right performance that could satisfy the Egyptian demand. Although these factors were harmful to the Egyptian market, it has paved the way for other new breeds to be welcomed on those days. Therefore, it was a good opportunity for NOVOGEN to come and play a major role in the Egyptian market.

Nowadays the Egyptian market is looking for expanding its capacity to be around 40 million layers. This as the human population now has exceeded 87 million. On other side, the political situation is improving as well. All these factors represent a good opportunity to the egg layer industry to increase its production capacity. This is why the company M.P.G, NOVOGEN’s Egyptian agent is planning to more than double its market presence going from 2.25 million now to 5 million very soon. This is not just based on the expansion of the market, but also because the Egyptian market has seen the ability of the NOVOGEN products to perform strongly under the local Egyptian conditions.

The NOVOGEN products, as well as NOVOgen Brown as NOVOgen White, represent one of the best available choices for the egg layer industry in Egypt. It is clear that all NOVOGEN flocks can easily peak up to 94% to 96% with good persistency. This is despite of the Egyptian condition, which is known for its difficulty! In addition to that, the good performance during the rearing period in terms of a low rate of mortality and a good ability to easily reach the standard body weight puts it in the front line against the other main breeds. NOVOGEN and M.P.G. are a great believer that, besides good genetics, high quality technical service is one of the most important factors to satisfy customers and to keep the breed successful. As sign of the success of NOVOGEN, the M.P.G. booth was very well visited during the last AGRENA exhibition in Cairo.

NOVOGEN at SIAGRO in Senegal

Mr. N’Daye (commercial director SEDIMA), Mr. NGOM, Dominique Bechet (NOVOGEN) and Dr. Sall (local representative for NOVOGEN)

► EMEA

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First NOVOGEN Commercial Layersdo well in the Netherlands

► EMEA

As part of the introduction of the NOVOGEN breed in the Netherlands, Belgium, Germany and Poland early 2012 the Verbeek Hatchery placed some flocks of the NOVOgen White and NOVOgen Brown in alternative systems.

• NOVOgen White behave like brown layers

The first commercial flock of white layers is placed at a farm producing barn eggs in Volkel owned by the Manders family who have had poultry for almost 4 decades. “Since the day the pullets have been placed we have seen the remarkable behaviour of the NOVOgen White. They have been very calm and easy to manage; not like the white layer breeds we know, but more like a brown layer”, says Mrs Manders. She is very pleased with the flock which is currently 32 weeks of age and still producing close to 97%. “The mortality is low, we hardly have floor eggs and it is easy to walk through the houses without having any stress reactions”, she added.

Many visitors of the Dutch layer industry have already visited this flock, and they all came to the same conclusion: “here we can see the real outcome of NOVOGEN’s selection for adaption to different production systems!”

• NOVOgen Brown starts off well

The first NOVOgen Brown commercial flock has been placed close to the Verbeek head office in Lunteren, and is currently 22 weeks of age. Mr. Masterbroek, the owner of the barn egg layer farm, confirms that he also seen the same good behaviour of the NOVOGEN layers. “The mortality is low and they are very calm and easy to manage. Despite the high slats we have, I do not see many eggs being produced on the floor and even with the very hot weather we faced over the last few days the production comes in nicely with 51% at 21 weeks and an average of more than 95% at 24 weeks of age. The colour and egg size are also good. A very promising start with this new breed for the Dutch market”, he said.

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