2016 marks 60 years of success for the Ross^® brand in the global poultry industry. Since Chunky Chicks Limited opened their doors in Edinburgh, Scotland, in 1956 and expanded to become a part of Ross Group Poultry Division in 1962, the poultry industry has seen a lot of changes, but one constant has been the steady growth of Ross to become the industry leader in the broiler breeder market.  

As demand for poultry meat has increased over the last six decades, Aviagen^® has responded to the market with a strategy of continuous investment in research and product development.  A culture of science and innovation in the breeding program has led to breakthroughs in performance and efficiency. An FCR improvement in broilers of around 2-3 points per year now offers a distinct advantage over competitors and a clear benefit for Ross customers everywhere. The introduction of both life time FCR testing and multi-environment testing more than 10 years ago have led to the impressive gains in broiler efficiency while still delivering an annual weight gain of 45 grams and a breast meat yield improvement of 0.25% per year.    

Michael Garden, Aviagen Business Manager, Middle East and Africa (MEA) comments, “Poultry has now secured the enviable position of being recognized as a healthy and affordable food source for many consumers in MEA. We are proud together with our distributors to represent the Ross brand in the region and be a part of the product’s contribution to the industry. Investment, innovation and the use of new technology in the Aviagen breeding program have significantly improved bird performance and efficiency.  We see these improvements continuing well into the future.”