Europe is a high cost and highly regulated market for egg and poultry meat production. To survive in this environment, producers need to keep up to date with the latest developments in production techniques and goods and services.

Controlling costs and complying with legislation, however, are not only essential for European producers, but the region nevertheless provides many examples of production methods that can be adapted or reproduced elsewhere.

VIV Europe returns this year, taking take place in late April at the Jaarbeurs Exhibition Centre, Utrecht, the Netherlands. It offers an ideal opportunity not only see just what possibilities are available to producers to increase the efficiency of their businesses, but will also be a great learning experience.

At the last edition of the show, there were some 21,984 visitors, drawn to the event to see the latest offerings from over 650 exhibitors. The show attracts a strong international interest with 70% of visitors coming from outside the Netherlands and exhibitors coming from 42 different countries. Poultry is a key area of the event, with 67% of exhibitors being suppliers to the poultry industry!

Learning

In addition to the commercial exhibition, VIV Europe 2010 will also offer a number of other benefits to visitors, and a strong line of key speakers has been arranged for the opening ceremony, for example.

Those speakers already confirmed include Professor Dr John Hodges, animal geneticist, who will talk on “Sustainable Agriculture and Food, the Foundation of Quality Life”. Nan-Dirk Mulder, associate director of food and agriculture research at Rabobank will look at global investments in the animal protein sector, while Mrs Gerda Verbung, Minister of Agriculture, Nature and Food Quality, the Netherlands, will also speak.

VIV Europe 2010 has enlisted content partners for the show. Amongst these is the European Cooperation in Science and Technology (COST-EUREKA), one of the longest–running European instruments supporting cooperation among scientists and research across Europe.

The event will also benefit from the input of the European Science Foundation (ESF), an association of 80 member organizations devoted to scientific research in 30 European countries.

The Dutch Poultry Centre, a grouping of Dutch companies associated with poultry production and processing, will also be bringing their expertise to the event.

A number of other co-operations and conferences are also planned for the days of the show.

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The Wageningen Business School, part of Wageningen University and Research Centre, will organize and international postgraduate course in cooperation with the Katholieke Universiteit Leuven and the World Poultry Science Association. The topic of the course, which will run from April 18-20, will be “Nutrition and Climate, new developments”.

Additionally, Rabobank, the official Knowledge Partner of VIV worldwide, will present the latest trends and developments in the animal protein industry.

The Eggs! Conference will take place in the Eggs! Pavilion, while there will also be 12 technical sessions, where companies and organizations offer educational presentations.

Feed to Meat

The Feed-to-Meat chain concept will be present at VIV Europe 2010. This offers to exhibitors and visitors alike a clear division in areas of the exhibition into the beginning, middle and end of the production cycle.

These dedicated areas will contain: Animal Health, Feed, Feed Additives and Ingredients; Housing/Equipment, Breeding; and, Slaughtering and Processing.

The division has been made to help visualize the various parts of the Feed-to-Meat chain, enabling visitors to more easily identify innovations within each area.

VIV City

The VIV Europe Hospitality Program will be even better this year. To help international visitors make the most of their visit to VIV Europe, Utrecht will turn into “VIV City”. Expohotels has been appointed as the official accommodation and travel agency to assist with reservations. Their reservation system can be accessed via the VIV website.

“VIV Europe 2010 will be the international platform where industry professionals will have the opportunity to find tailor made solutions to their complex business strategies,” says project manager VIV Europe, Wendy Woermans, adding that the event, on returning to its origins in Utrecht, will be packed with inspiring international innovations for future farming.