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EuroTier 2018: Blending animal science, business, marketing

During the second day of EuroTier 2018, these topics got my attention: calves, US-EU business and value marketing.

EuroTier 2018
EuroTier 2018 – Halle 23

The second day of EuroTier 2018 is practically over, and I am writing this blog just before dinner time, where real business deals are made. 

What drew my attention today that is worth mentioning here? Again, we shall focus on three easy topics: calves, US-EU business and value marketing. First, let’s start with the easy part.

1. Calves. As I have been digging deeper and deeper into calf nutrition, it has become crystal clear to me that at least in Europe (and I am sure in other places around here), calves are being fed as if they were ruminants. That is, as if their rumen was fully functional. It is surprising that few recognize the biological fact that newborn calves are monogastrics and it takes time before they become fully functional ruminants — and certainly this does not happen before weaning. So, most ignore the fact that calves suffer from the same anti-nutritional factors and/or allergens like other monogastrics, such as piglets and chicks.

2. EU vs. U.S. I have asked many people with excellent products, within my network, why they have not expanded into the U.S., while they spend considerable time, effort and money to expand to Asia — quite often without success as the economies in that region are not so well designed to accept bilateral free trade. The most common answer is that "U.S. already has such and such technology," when I happen to know this is not always the case. In fact, when I visit shows in the U.S. I am asking them why they do not try to make an entry into the EU, and the answer is similar. But I do know that both sides appreciate those aspects of the other side that can help them when there is a common problem. The case of phytobiotics is a very good example here.

Marketing makes boring exciting.

3. Marketing. Today I attended an excellent seminar on yeast. The presenter mentioned that their company does not spend much money on marketing, but they are involved heavily in research. Lamentably, (false) marketing has replaced research in many cases — especially in Europe, but in reality these are two different things. It is not enough to have a good product. This is a prerequisite. You have to find ways to make others excited about your product (or service). This is marketing. Presenting a bunch of data might be exciting to an inner circle (and your competitors!), but for the rest, this is just boring. Marketing makes boring exciting. Certainly not the same!

More tomorrow, so please stay tuned.

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