Competition enforces efforts on German market

Since the borders in Europe have fallen, it is tempting for producers in border areas to expand their activities to neighbouring countries. This development has also not spared the layer market. Sales representatives of competitors are courting egg producers and try to conquer the German market.


The franchise hatchery Gudendorf-Ankum located in Ankum in the northwest of Germany has communicated this observation. Thus, the editor of Poultry News went onsite to get a clear picture of the situation. Together with Thomas Uhlenkamp, sales representative of the Gudendorf-Ankum poultry breeding farm, they visited egg producers in the German-Dutch border area.

First stop was the farm of Edzard Schmidt who has a flock of 18,000 LOHMANN BROWN for organic egg production near Aurich. Organic egg production means a maximum stocking density of 3,000 hens per group and additionally, four square meters of green run per hen. Also on the green run, the birds of each group must not mix and have to stay clearly separated.

The characteristic of this management system is that already the rearing has to carried out completely biological. Anything synthetic is not allowed. During the laying period the hens have light from 5 a.m. to 7 p.m., thus a total of 14 hours. The LOHMANN BROWN-CLASSIC laying hen is perfectly suited for this management system.

Great commitment of sales representative

The young farmer Edzard Schmidt is caring intensively for his layers. In 2008 he has housed his first flock (12,000 hens) and in the meantime, increased to 18,000 hens. Asked why he has housed a LOHMANN BROWN-CLASSIC flock for the third time, he replied: “The support of the sales representative from Gudendorf-Ankum plays a key role in my success.” Due to its excellent persistency, the flock could be housed longer than the 75th week of life. And the egg weight is higher than that of the standard LOHMANN BROWN.

LOHMANN TIERZUCHT hens are wellknown for laying eggs with a uniform colour and a solid egg shell – characteristics which are of great importance to many egg producers. Schmidt is selling the eggs to a marketer.

Showing great commitment, the sales representative of the franchise hatchery has supported the development of the organic farm from the beginning and prepared, with his profound calculations of profitability, the meeting with the bank. If the product is all right and the customer convinced, soon a friendly partnership is established. Thus, it is much more difficult for competitors to enter the market, even if a well-trained staff is inviting for coffee and cake. It is much easier to court an already operating producer without doing all the grassroots work.




Immense satisfaction with franchise distributor

Another operation houses 40,000 LOHMANN BROWN-CLASSIC in a free-range system. Since 27 years, he always buys hens only from LOHMANN TIERZUCHT. This immediately suggested the question „Why?” The reliability of the layers with regard to persistency, shell colour, laying performance and breaking strength of the shell are well-known factors. But what else explains this long-term confidence? The producer’s answer was: ”If I need something, Gudendorf-Ankum is providing it! They have the corresponding size to flexibly react to my needs.“

Thomas Uhlenkamp and the editor of Poultry News made their last stop at the company of Antonius Schulte-Südhoff in Engden. There, a flock of 40,000 LOHMANN LSL-CLASSIC hens is managed in a free-range system. Also this farm has a contract with a marketer called Heidegold who is taking all his goods.

The currently producing flock displays a very high laying peak and a good persistency. Once again, this flock will show a result considerably above the standard performance. The egg weight fulfils the market requirements of free-range eggs. Schulte-Südhoff explains that he still has space for additional houses and based on his good experiences with his first flock, is thinking about expansion. Thomas Uhlenkamp informed him about the different possibilities and as a supplement recommended organic egg production or another free-range system.


Aggressive approach of competition

Apparently, competitors have a completely different marketing strategy. They aggressively approach the market and recommend barn systems on a large-scale. A type of complete package is offered, however, the egg numbers are often not achieved and the producers are clearly left standing.

People and strategies are very different and thus, the one or other producer has already been fooled by the competition’s promises. Indeed, these producers have very quickly faced the harsh reality.


Partner with many advantages

Besides the known qualities of LOHMANN TIERZUCHT layers, some of the so-called soft skills of the sales staff are playing a key role. But also the size of the franchise distributor and his flexibility play a major part in the economic success of the producers, e.g. due to consulting regarding the management system and the choice of highquality feed or due to support during the planning phase. This can only be achieved by people who have gained the producers confidence, who are living near by and are available quasi at any time.

Due to their tireless efforts, the sales representatives from Gudendorf-Ankum have acquired the producers trust and are exemplary for many of their colleagues also from other German franchise hatcheries who successfully sell LOHMANN TIERZUCHT layers.