Hypor Deutschland is the newest kid on the block in West Germany.
With a growing presence in East Germany, Hypor is pleased to announce the new agreement between German Hypor dealer, Heicam and Hypor B.V., forming Hypor Deutschland. The signing took place January 19th, 2006.
The agreement took some time to come to fruition. Peter Heinrichs, a former Bovar dealer in Germany, and Jeroen van de Camp, manager with Hypor Netherlands, decided to reintroduce the Hypor name in the German market in 2000 with the formation of a dealership named Heicam GmbH. Heicam would have the exclusive rights to sell Hypor genetics in Western Germany, while Hypor B.V. would continue direct sales in Eastern Germany.
Germany has been a difficult market for foreign genetic companies because of the very strong position of PIC, BHZP (The German Hybrid Pig Breeding Programme) and the local breeding cooperatives that were strongly supported by the big German slaughterhouses. Nevertheless, Heicam succeeded to make inroads in the West German market by focusing on product quality and organization, and timing things right.
The changing structure in the German slaughterhouses combined with the poor performance of the market leader in genetics has created an opportunity for Hypor. Farmers discovered the potential of new breeds and were no longer restricted by slaughterhouse bans of certain genetics. These market changes were occurring around the same time as a rapid increase in the scale of clients’ needs; together they helped spark the negotiations between Heicam and Hypor B.V., culminating in the formation of Hypor Deutschland.
“Taking optimal advantage of the change of the environment in Germany requires important investments in production and people,” according to Peter Heinrichs, “joining the Heicam and Hypor business enables us to do so without bringing a relatively young company like Heicam in a situation with too many risks.”
A growing company, Hypor Germany now features Jeroen van de Camp as production manager and Peter Heinrichs as General Manager. “Hypor builds its market share mainly through a high quality organization combined with a good product quality. The present growth of the production with mainly SPF multipliers requires a lot of attention and focus to maintain their high standard,” explains van de Camp.
Enrique Satué, Hypor manager Europe and Latin America, is pleased that “Peter and Jeroen have proven to be able to build a good organization in difficult market circumstances. Joining their experience with the German market with the Hypor product and knowledge of the international market will make our dream come true: Hypor Germany is now one of the three leading genetic companies in Germany.”
For further information please contact:
Marc Broadbent
+1 (306) 791-9478
marc.broadbent@hypor.com
