Jansen Poultry Equipment, headquarted in Barneveld, the Netherlands, was present in Beijing to promote its innovative poultry housing and feeding systems. The company occupied a booth within the Dutch pavillion at VIV China.

For the company it was the second time to be present at a big show like this in China. Recently, the company has adopted a different mentality towards trading with China, Mari van Gruijthuijsen, general manager explained.

"For a long time, we were thinking - if we come to China, our products will be copied. We now got over this as we understand that customers are looking for solutions and systems rather than products."

Key to this change, Van Gruijthuijsen said, was the conviction that being copied would involve far more than just producing steel or plastic. For that , he drew a much-heard comparison between a sophisticated portfolio and a computer. "I think what is unique for our products is our philosophy, our hardware. our hardware may perhaps be copied, but the sofware cannot." In other words, eventually, he believes quality and a systematic aproach will prevail.

One and a half years ago, the company found a Chinese partner and helped this customer set up its own equipment division. From there, Jansen Poultry Equipment hopes to be able to expand and to reap the harvest.
"I am very positive," Van Gruijthuijsen indicated. "First, however, we shall have to work very hard for a couple of years. I expect everything will catch on eventually. If necessary, in a later stadium, we can see if we would need an extra production location in China."

Source: "World Poultry" magazine (No 09 Volume 26 - 2010) by Vincent ter Beek.