In 2012, Genus subsidiary PIC and its franchise partner Iwatani Corporation of Japan have celebrated 30 years of a successful ongoing business relationship. 

It was 1982 when the first licensing agreement was ratified by PIC founding father Ken Woolley and Naoji Iwatani, the founder of the diversified energy conglomerate. In 2012, the companies signed a new agreement to continue their successful partnership in the Japanese market. "Such a long-standing international business relationship is rare and is a great credit to our respective teams who have worked together to make it successful," said Andrew Bateson, business development director for PIC in Asia.

"The Japanese market is characterized by the emphasis it places on meat quality and by its near-total dependence on imported feed ingredients," said Bateson. "In the current climate of high global prices of grains and soybean products, the feed conversion advantage of PIC Genetics has never been more relevant and is driving demand from producers in Japan as elsewhere."