TROUW NUTRITION
Trouw Nutrition’s integrated solution-based approach combining innovation and practical application has given them a global advantage as leaders in the innovative feed additives market. IPR profiles their vibrant business strategies and unique services in South Asia as they strive to become market leaders for innovative and sustainable nutritional solutions worldwide
Headquartered in Amersfoort, the Netherlands, Trouw Nutrition, the animal nutrition division of Nutreco, is a global leader in innovative food specialties, feed additives, premixes and nutritional services for the animal nutrition industry. Globally, it covers wide areas of operations with 70+ manufacturing units in more than 175 locations; from being global leaders in innovative feed additives and premixes, compound feed producers in Iberia, meat producer and processor in Spain to India, where they have feed additives and premixes supported by their unique services.
THE BUSINESS
Trouw Nutrition provides products, models and services to boost productivity and support animal health through all life stages. With unique, species-specific solutions, Trouw Nutrition has been meeting the needs of farmers and home-mixers, feed producers, integrators and distributors for last 90 years. They make it their business to understand the true challenges being faced by farmers and integrators in the animal nutrition industry and this drives their commitment to sustainable nutritional solutions through innovation, research and collaboration.
The company focuses on both organic and inorganic growth plans to expand its footprint in South Asia region. They have invested in a state-of-the-art production facility in Jadcherla, Hyderabad to deliver superior quality mineral and vitamin premixes, mineral blends and feed safety solutions for customers in south Asia, catering to all species – poultry, dairy, aqua and pets. The production facility was virtually inaugurated by the ambassador of the Netherlands, Mr. Marten Van den Berg in December 2020. This facility in India also helps the company to expand its reach in B2F segment. Further, Trouw Nutrition is also looking forward to successful partnerships as part of their expansion plans.
THE INCEPTION STORY
Trouw Nutrition was founded in 1931 as a family business by Adolf Trouw and Johannes Siemons, near Rotterdam in the Netherlands to import fishmeal and animal meal for cattle feed. It focused on two important pillars: the quality of its employees and a strong involvement in research & development. Since 2015, Nutreco with its two brands Trouw Nutrition and Skretting is part of SHV.
Nutreco is a wholly owned subsidiary of Netherlands based SHV Holdings N.V., a family-owned multinational with a wide range of operations and presence in 52 countries with more than 60,000 employees and a net sale of €19.2 billion in 2019.
Globally,Nutreco has a team of more than 12,000 employees for both aqua and animal nutrition divisions with Trouw Nutrition’s head count at 8,300. In India, the team strength is 53, most of whom are subject matter specialists.
A brief timeline of Trouw Nutrition is represented below:
VISION
Limited natural resources and growing population have put a huge pressure on the entire food value chain. With a mission of “Feeding the Future” – which forms the essence of everything the company does, it has an ambition to be the global leader in providing innovative and sustainable nutritional solutions that best support the animal and aqua industry.
The company always had a customer first approach, which is also reflected in how they cater to customers. Their models accurately predict farm performances, while their services aim to optimize customer’s operations. Animal nutrition, nutritional technology and models & services enable fine-tuning of feeding strategies. Laboratory services improve complex decision making by integrating physiology, genetics, nutrition, health management and ingredient selection. Farm management tools are tailored as per location to optimize production yields in flocks and herds.
Trouw Nutrition is committed to quality guarantee by providing safe products and services that suit the customer service provisions and regulations. To ensure feed-to-food safety, quality and traceability there is a company-wide program, Nutrace. It ensures uncompromising standards from raw materials to finished products nullifying the customers’ risk. The company follows a completely transparent operation with stringent five-step quality check for customer confidence and satisfaction. Further, through MasterLab, the largest professional network of laboratory service, quality is ensured till the end customer.
THE USP
To cater to the ever growing need of the animal nutrition industry, Trouw Nutrition has the following key focus areas for their product lines:
l Early life nutrition, including products for young animal feed, young animal vitality and performance, with specific hatchery and nursery nutrition to maximize the genetic potential of production animals.
l Healthy life products include a range to promote reduction of antibiotic use, support intestinal health and provide nutritional solutions for specific challenges.
l Precision farming includes feed additives for production efficiency, reducing emissions, high performance feed for maximum growth. The company harnesses the power of digital tools and big data to sustainably improve feeding and farming practices and enhance animal health.
l Feed safety and quality, to provide solutions and services to ensure safe feed production to control microbial load, mould and mycotoxin and Salmonella contamination.
The focus areas lead to replicate into different streams of programmes – integrated product and solution approach – on issues faced in feed, farm and health. They are— Antimicrobial Resistance programme and Gut Health Management programme, Feed Safety programme, Mycotoxin Risk Management programme and the Trace Mineral programme.
The services of the company are in sync with the focus areas. With a total of five research units, the company is proud to have a large, relevant database to support the animal nutrition industry. Further, it has local validation centres and has partnered with more than 60 universities to check on results under local conditions.
Currently some of the highly specialized services provided to customers are NutriOpt On-site Advisor (NOA) which helps in accurate nutrient analysis to achieve precision nutrition goals of farmers and feed millers. Another innovative technology is Mycomaster which provides quick analysis of mycotoxins to enable quick decision making for Trouw Nutrition customers. There is also MasterLab, the largest customer service laboratory in animal nutrition industry in Hyderabad to further support Indian customer needs.
The company also focuses on digital tools and big data to sustainably improve feeding and farming practices while meeting production objectives. With precision nutrition as a key focus area of innovation, it has NutriOpt – an innovative, digital platform that encompasses raw material data, least cost formulation, feeding programmes, nutritional insights and system optimization to support sustainable precision farming.
Being an integrated solution provider means that the company has a combination of products, services, people and models for the major challenges being faced by livestock industry today like responsible usage of antibiotics, feed safety, mycotoxins and salmonella challenge and optimum mineral nutrition.
THE STAMP OF INNOVATION
Continuous innovations are required in feeding solution, genetics, farm management, biosecurity and anti-microbial resistance management in order to ensure that food and feed provided is safe.
The consumption of animal products has been increasing but the challenge of high cost of production remains. As a result, the cost of the end products for customers remains high as well. There is huge opportunity to increase the basket size of the customer. If the industry focuses on more effective and efficient solutions, the profitability and productivity will certainly go up.
With COVID-19 we have also seen a shift in consumer trends with a focus on food with responsible usage of antibiotics, processed chicken and utilization of digital technology/loT platforms to improve efficiency and productivity.
The team of highly skilled professionals at Trouw Nutrition turn science-based expertise in animal nutrition into practical solutions. Innovations are tailored to match the needs of each species through each phase of an animal’s life. The company believes in integrating latest technologies into practical and innovative solutions.
The company’s commitment to sustainability is reflected in the company-wide programme, Nuterra— it understands that sustainable production is the need of the hour. Nuterra Roadmap is aligned with the UN Sutainable Development Goals (SDGs) and helps measure and assess the company’s progress. The commitment is also reflected on sustainability measures taken at individual production facilities like rain water harvesting pits and sewage/effluent water treatment plants et. al.