Cobb advertising campaign to secure top broiler spot

15-01-2018 | | |
Photo: Henk Riswick
Photo: Henk Riswick

Cobb is to launch a marketing campaign in the Asia-Pacific region this year in a bid to maintain its market lead through the Cobb500 broiler breeder.

It says significant expansion in its Asian Pacific sales of the Cobb500 broiler breeder has led Cobb to become the region’s breed of choice for the first time.

Pelayo Casanovas, Cobb regional general manager, said in 2014 the company set an ambitious goal to become Asia’s breed of choice by 2017.

“In the last three years, through our team effort and the support of our customers, we have proudly achieved this goal. With the launch of MV male, which is showing great results in feed efficiency, coupled with our team’s focus on serving our customers, we believe we can now continue to grow our market share in the region,” he said.

Breeding stock to Asia

Roy Mutumer, Cobb vice president of the Asia-Pacific and Europe-Middle East-Africa regions, said there were plans to augment the supply of breeding stock to Asia. Its new $40m facility to produce grandparent broiler breeding stock at Rotongaro, near Huntly, South Auckland will make a difference.

“With our New Zealand project progressing, we will be able to better protect security of supply to the whole region. This complex now under construction is expected to produce over one million grandparent packages each year, which, with support from US and Europe, we are confident will position us to deliver Cobb products to our customers whenever they need them.”

The Cobb500 is known as one of the most effective broilers, having the lowest food conversion, best growth rate and an ability to thrive on low density, less costly nutrition.

This provides it with a competitive advantage of the lowest cost per kg of liveweight.

Among its other initiatives in the region has been a partnership with Cargill for first Cobb-sponsored technical school in China, which took place in late October at Shanghai and Chuzhou where the company showcased the performance of the Cobb500 in different parts of the world.

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Tony Mcdougal Freelance Journalist