The Netherlands remains Poultryland!

During four inspiring sector days organized by Pluriton and Agromix, from Tuesday, Feb. 27 to Friday, March 1, 2024, the main focus was on the future of the poultry sector: ‘The Netherlands will remain poultry country!’

A good turnout and a relaxed atmosphere characterized the sector days during which experiences were exchanged, new contacts were made for the future and much inspiration was gained. Continuing the dialogue and communicating what we are good at, that strengthens the position of our poultry sector.

During the sector days, poultry farmers, relations, and stakeholders were updated on the past, present, and future of family-owned Pluriton and Agromix. The poultry sector, even in a shrinking market, has a future in the Netherlands.

Strong foundation

As Pluriton and Agromix, we want to work together for the future. Strengthening each other through innovations, sharing knowledge and in communication to the consumer. We have become big by staying small.

‘We must continue to communicate, collaborate, share knowledge, innovate and be proud of what we achieve and have achieved as an industry.’

“The basis is and remains our home market. But by staying only within the Netherlands you price yourself out of the market. We take the domestic knowledge with us to the poultry farmers in the rest of Europe,” says Groot Koerkamp. For the future there are challenges in terms of sustainability, CO2 footprint, animal welfare and transport. This also brings new innovations, such as sex determination in the egg. Pluriton has opted for an MRI technique from Orbem, which maintains the egg intact. As of April, a capacity for 15,000 eggs per hour will be available at the Bladel location.

Agromix becomes Pluriton

A new step toward the future is the naming. Agromix Broederij en Opfokintegratie will continue under the name Pluriton Opfokintegratie as of July 1, 2024. A logical step in line with the other entities within the Pluriton Group.

As Pluriton Opfokintegratie there is more uniformity, we can communicate more clearly to governments, Ministry of LNV, NVWA and national – and international administrative working groups on regulations, animal welfare and health.

Quality and efficiency first

For the poultry farmer, nothing changes. The mission of Pluriton remains producing excellent hatching eggs, hatching the best vital chicks, rearing quality hens and realizing a joint return, for the poultry farmer and for Pluriton. “As a company, we want to be remembered as the best supplier of hatching eggs, pullets and chicks with an honest and transparent customer-oriented approach. We do this by producing sustainably, sharing knowledge and delivering the agreed quality, locally and globally “, Groot Koerkamp said.

Sharing knowledge

Knowledge about reducing emissions and the switch to real-time measurement with sensors was shared by independent consultant Jan Workamp during the sector days. Reducing emissions by separating manure is impossible in poultry farming because the manure and urine are in one.

Innovativeness in poultry farming is not the problem, there are many good innovations for reducing emissions on the market that are also recognized. Unfortunately, licensing is currently a limitation. One of the reasons is that licensing authorities do not have a picture of what the actual emissions are on a farm. We therefore need to move from means to goal requirements and demonstrate that we are doing it right. Unfortunately, there are only sensors on the market that measure ammonia and not yet for odor and particulate matter.

Innovations in practice

An example of sustainable innovation project is the concept of young poultry farmer Jelle Claessens, third generation on the family farm. By talking with various partners in the sector, and together with the government, a unique sustainable concept was created under the name `Eggsperience’. A concept where in the same house the chicks will hatch, complete the rearing period and eventually lay eggs. All this Jelle does under the guise of: Innovations are only possible by the mainstream poultry industry, but the poultry industry also needs innovations for a future-proof industry.


In addition to the technical information, there was also room for knowledge from outside the industry with the necessary entertainment. Ynzo van Zanten, known for Innocent and Tony’s Chocolonely, conveyed to the poultry farmers that you cannot change where you are now, but you can initiate change. We don’t have crises, we are part of the crisis ourselves. You can achieve change by working together and promoting what you stand for. Make use of your own contacts. Put people at the center as the most important means of communication.

The day ended on a merry note, with comedian Pieter de Rijk posing as a German poultry expert, but ultimately getting the laughs with comparisons between Germany and the Netherlands.

Agromix Broederij en Opfokintegratie was founded in 2010 primarily for the Dutch and German market. Agromix has since expanded not only in the Netherlands, but also abroad with export activities and collaborations under the name Pluriton. Meanwhile, Agromix has a third market share on the Dutch market in sales and rearing of chicks and pullets. Globally, Pluriton has more than 600,000 laying parent birds in the Netherlands, Belgium, Hungary, Poland and Germany; breeds about 45 million laying hens in the Netherlands, Belgium and Hungary; keeps more than 550,000 broiler parent birds in the Netherlands, Belgium and Turkey and exports more than 150 million broiler eggs.

Hans Groot Koerkamp

"We need to continue to communicate, collaborate, share knowledge, innovate and be proud of what we achieve and have achieved as an industry."