Pig breeder announces new franchise for Netherlands market

Pig breeding stock supplier PIC, part of Genus plc, has signed a franchise agreement with Elite Groep bv to deliver the company’s genetic improvement to the Dutch market. The new company, PIC NL, will operate as PIC’s sole franchisee in the Netherlands, taking over all current business.

Pig breeding stock supplier PIC, part of Genus plc, has signed a franchise agreement with Elite Groep bv to deliver the company’s genetic improvement to the Dutch market.

The new company, PIC NL, will operate as PIC’s sole franchisee in the Netherlands, taking over all current business. Elite Groep will operate the franchise separately from its sister company, the production and trading business Elite Varkens bv, and PIC will continue to provide marketing and technical support to the business in the Netherlands, ensuring access to its genetics and international know-how.

“The creation of this new company offers an exciting way forward for our continued growth in the Netherlands market," said Ian Bond of PIC Europe. "It allows us to focus attention on our core business of creating and delivering genetic improvement and economic benefits to all customers.”
Paul van Der Meijden, general manager of PIC NL, called the franchise an important new venture for Elite Groep. “We see that the aims of our two companies are very much in line," said van Der Meijden. "In the current climate the total economy message has never been more important for Dutch farmers, and we believe this fits very well with PIC’s long history of developing genetics that are aimed at maximizing customer profitability.”

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