A focus on the fundamentals of a safe and consistent supply of quality and good value feeds will be key to supporting the future of the UK poultry sector, according to the newest member of the ABN broiler team.
"If we look back at 2019 and predicted then, what would have had the biggest impacts on the sector over the next five years, I don't think many of us would have had the foresight to see the challenges ahead," says Murray Brown, ABN's new feed advisor and broiler account manager.
According to Mr Brown, while huge changes such as the global pandemic, the war in Ukraine and the subsequent cost-of-living crisis sent shockwaves
through the industry, and dramatically altered processor requirements, there has remained some consistency throughout these and other challenges.
"Due to changing demands, the industry is now producing birds to meet a different criteria, and we have developed our ranges to help producers meet these processor requirements," he says.
"What has not changed through this time, has been the demand for the consistent, quality and safe supply of poultry feed, while offering value to our producer customers," he adds.
By focusing on this approach, Mr Brown says ABN is well positioned to adapt to a changing environment and different influences, no matter the size of impact they might bring.
"It is impossible to predict where we might be in the next five to ten years, with the introduction of AI, new technologies and new government policy, but by focusing on the fundamentals this puts us in a good place to be both proactive and reactive to those changes," he adds.
ABN constantly develops its ranges to meet changing requirements, and this is supported by ongoing commercial trials and in-house research.
The pace of change over the last five years, with a focus on changing genotypes, meeting new broiler targets and nutritional recommendations, has been reflected in the rebranding of the broiler range, now being marketed as ABN Compass.
"The focus has been on driving performance with optimising Feed Conversion Ratios (FCR) and increasing European Performance Efficiency Factor (EPEF) scores to meet current and future challenges,” continues Mr Brown.
"Our research and product development is constantly evolving. While the ABN Compass range reflects the significant changes over the last five years, it will continue to develop, as the range always has, to meet industry demands," he says.
Alongside this, ABN has also been looking at new and more sustainable raw materials, such as UK-grown pulses to reduce or remove reliance on imported soya, as it looks at responsible ways to help reduce the carbon footprint of broiler production.
Agricultural career
Murray joined the ABN broiler team in September 2024, having finished the game season with another AB Agri business, Sportsman Game Feeds, where he had been working since May 2021.
He started his agricultural career at a local egg production company in the Scottish borders, having been offered the job ahead of his final Rural Business Management exam at SRUC.
Keen to develop his agricultural business skills in a commercially focused environment, he is also now studying a Business-to-Business Sales Degree Apprenticeship, funded and supplied through AB Agri.
"I really enjoy bridging that gap between what our customers require and how our teams can deliver it. That means developing strong external customer relationships, but also working closely with our internal teams,” he says.
“Whether it be production, the commercial departments, raw materials, technical or procurement, it is important that we all work closely together to get the right product, at the right time, to our customers.
“We might have to adjust to changing production or transport plans, but the key is maintaining good communication with the farmer, when they need you, and that is what makes our job important.
“Farming is a 24-7 job, and we need to be available when required, and by concentrating on the fundamentals and adapting to changing requirements, we are best placed to support the future of our sector," concludes Mr Brown.