Working together to remain a leading country in the poultry sector
The Dutch Poultry Centre has been around for 20 years. Chairman Jan Wolleswinkel reflects on the past and looks at what lies ahead for the organisation and the country. “It’s time to look in the mirror and reformulate our mission.”
At the age of 77, Jan Wolleswinkel is as sharp as ever. The seasoned administrator holds various positions (see box). As chairman of the Dutch Poultry Centre, he closely follows developments in poultry farming. Wolleswinkel has a large network in the sector and knows the ropes. In 2012, he stepped down as chairman of the Dutch poultry farmers organisation NOP after 13 years. A year later he took over as chairman of the network organisation Dutch Poultry Centre, which recently celebrated its 20th anniversary. A good reason for a moment of reflection.
Why was Dutch Poultry Centre established 20 years ago?
The Dutch Poultry Centre was founded in response to the bird flu outbreak in 2003. At the time, the situation was unprecedented and deeply disruptive for the entire sector; it was a true turning point. It took us about a year to recover from that difficult period. Once operations resumed, we quickly noticed how the Netherlands was being perceived by other countries. We were labelled as a ‘disorganised country with diseases’.
Avian influenza had not only caused a health crisis but had also damaged our international reputation. The disease was gone and under control, but we just kept running into it. Other companies in the industry periphery were also facing the same challenges. That was the initial push to set it up.
What was your role in the creation of Dutch Poultry Centre?
At the time, I was chairman of the farmers organisation NOP, and I felt it was important to keep things separate. So, while I did have an indirect role in the establishment of Dutch Poultry Centre, I deliberately chose not to join the board at that time.
The initial spark came from the mayor of the city of Barneveld, a major egg-producing hub, which was devastated by the 2003 outbreak. He pointed out that the poultry sector’s business community wasn’t working together effectively. In this municipality alone, there are 25 companies with international operations in poultry. For instance, when a Chinese delegation visited to view a new egg packer, there was no mention of other Dutch innovations or products. That was recognised as a missed opportunity. So, we took it upon ourselves to start connecting with companies, and that’s how Dutch Poultry Centre materialised.
We’re a network organisation, not a lobbying body”
What is the mission of the Dutch Poultry Centre?
The Netherlands has an excellent reputation in the global poultry sector thanks to its highly innovative companies. Our mission at the Dutch Poultry Centre is to strengthen and expand that position even further. We do this in several ways — by participating in international trade fairs and by organising both incoming and outgoing trade missions.
We’re a network organisation, not a lobbying body. Our goal is to stay connected, stay informed and know the right people. For example, if someone from Nigeria calls with a question about poultry, their Dutch counterparts in government know how to reach us. And our members are always keen to welcome such delegations. Thanks to our close relationships and extensive network, we can quickly put together tailored programmes and connect the right people.
How many members does the Dutch Poultry Centre have?
We have over 100 members, primarily internationally operating companies. The number of memberships tends to fluctuate and is under some pressure, which means it requires ongoing attention and engagement. From time to time, new members join while others may leave. These tend to be mostly internationally operating companies as the Dutch market is small.
What is your budget?
Our annual budget is approximately €200,000, funded through members’ contributions. The amount is based on the number of employees active in the company’s poultry division. We use a graduated scale for this. The budget was formed around the Covid-19 period when people didn’t get together and trade fairs came to a halt, and when no one was able to travel. We chose to temporarily reduce the membership fees to reflect this.
How would you rate member involvement?
Our members vary in their level of involvement. Some companies are very active and regularly attend networking events because they enjoy connecting with others in the sector. Others are less visible — they may not attend meetings, but they continue to support the organisation through their membership.
Since last year, we’ve had a new relationship manager, Teus Korevaar, who succeeded Jan Hulzebosch after his sudden passing 18 months ago. Teus is also affiliated with Aeres MBO in Barneveld and dedicates 1 day a week to visiting our members on behalf of the Dutch Poultry Centre. He’s doing an excellent job and has really helped strengthen member engagement.
What are your goals?
I want to focus on new developments that are aligned with current needs. I think it is a great development that our members Hendrix Genetics and Aeres/Poultry Expertise Centre want to establish a training programme for poultry courses. Teun van de Braak and Janne van Rooij are taking the lead to place more emphasis on education within the sector. It’s very important to us that we maintain good, close ties with the Aeres educational institution.
What are the major achievements that the Dutch Poultry Centre has achieved in the last 20 years?
The organisation exists and is recognised, which I think is significantly important. We hold a unique and independent position in the sector. We are not a government organisation, but an organisation driven by our members. Every day is a challenge to do something for the sector. We are a foundation and operate as a volunteer organisation with 7 dedicated board members. We have a heart for the industry and dedicate ourselves without pay, except for an expense allowance.
The number of poultry farms is in decline in the Netherlands. How do you view this and what implications does it have?
I find it unfortunate that so many farmers are closing down due to strict national regulations on the environment. I have been concerned about the loss of critical mass in the Dutch poultry sector for years. We no longer have a dedicated test farm; consolidations are occurring throughout the supply chain and the number of new poultry veterinarians is decreasing. Turkey farming has been decimated, and duck farming is under serious pressure. That said, our members often take a more nuanced view. Many of them are internationally active and less directly affected by domestic developments. The Dutch Poultry Centre has a role to play in 2025 and far beyond.
