The Poultry Marketing Round Table (PMRT), organised by MEAP, Watt Global, and the VIV team, convened its 4th edition on November 26, 2025, during VIV MEA in Abu Dhabi. Moderated by Mr. Ghassan Sayegh, General Manager of MEAP, and Mr. Mark Clements, Editor in Chief of Watt Global, the session unfolded under the theme “Intelligent Water Use in Poultry Farming – From Intake to Impact.”
The dialogue opened with remarks by Mr. Louis Lahoud, General Director of the Ministry of Agriculture, who framed water not merely as an input, but as a shared responsibility—one that lies at the heart of food security, sustainability, and the future of agriculture.

That message was echoed moments later through a short, moving video featuring children from around the world.

In their own words, they spoke of water as life, hope, and inheritance—a reminder that today’s decisions will shape the world they grow into tomorrow.

From emotion to insight, Nan-Dirk Mulder, Senior Global Specialist at Rabobank, offered a global and regional perspective on water and animal protein. While agriculture remains the largest user of freshwater, he highlighted poultry as one of the most efficient protein sources, stressing that innovation and resource stewardship will be essential to meet the expected 40–50% growth in animal protein demand by 2050.

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Dr. Vincent Guyonnet of FFI Consulting then explored how Poultry 4.0 technologies—from smart meters to digital monitoring—are redefining water and waste management on farms. At the same time, he gently challenged the audience to reflect on the environmental cost of digital progress itself, calling for efficiency guided by responsibility.

Shifting the focus to the bird, Andre Van Rij of Ziggity Systems invited participants to rethink traditional watering systems. His bird-centric approach—prioritizing clean, pathogen-free water and dry floors—demonstrated how small design choices can deliver meaningful gains in welfare and performance.

From the market side, Hassan Abouzeed of Qara Digital Solutions illustrated how digital product identities can illuminate the value chain, reconnect brands with consumers, and restore balance between production, distribution, and demand.

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Before the closing reflections, the discussion turned to practical solutions translating vision into action.

The market testimonials started with reflections from Mr. William Boutros, President of the Lebanese Poultry Syndicate, who returned to the day’s central truth: water cannot be replaced, replicated, or taken for granted. Protecting it demands cooperation, vision, and action through regulations and aware management—starting now.

Bolong, drawing on nearly three decades of experience, presented its intelligent fermentation systems—fully enclosed, zero-leakage solutions that eliminate pathogens, safeguard soil and water, and convert waste into value.

Eric Hoeven, General Director of NestBorn, introduced a revolutionary approach to hatching procedures: In-farm Hatching. He explained in detail how this new method is not only more sustainable and cost-effective, but also conserves significant amounts of water—offering a promising solution for the future of poultry farming.

Complementing this approach, testimonials on SilverFlow technology illustrated how smarter water distribution can support efficiency today while anticipating the needs of tomorrow.

Kohshin Engineering then highlighted advanced manure treatment technologies that transform waste into high-quality organic fertilizer, protecting water resources while supporting a circular agricultural model.

The best part of the Poultry Marketing Round Table is when the public asks questions, raises doubts about the presentation, and, what is most important, concludes its own take-home message, making the Poultry Marketing Round Table (PMRT) a unique event

A special note of appreciation goes to Mr. Maan Al Kady, who wished to be present but was unable to attend due to family reasons.

The conversation will continue next June, as the Poultry Marketing Round Table reconvenes at VIV Europe in Utrecht, carrying forward the shared commitment to a more sustainable and thoughtful poultry industry.

Click here for the PMRT VIV MEA 2025 Photo Gallery 
https://www.meap.net/gallery/2025pmrt/

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