PIC Announces New Franchise to Serve Dutch Market

by 5m Editor
9 May 2011, at 9:01am

NETHERLANDS - PIC, part of Genus plc, has signed a franchise agreement with Elite Groep bv to deliver PIC's genetic improvement to the Dutch market.

The new company, PIC NL, will operate as PIC's sole franchisee in the Netherlands taking over all current business. Elite Groep bv will operate the PIC franchise separately from their sister company – the production and trading business, Elite Varkens bv.

As an established company involved in the pig industry in the Netherlands, Elite Groep bv brings considerable experience with and expertise of both the local market and the PIC products. Elite Groep bv is therefore well placed to support new and existing PIC customers in the best possible way.

PIC will continue to provide marketing and technical support to the business in the Netherlands ensuring access to top level genetics and PIC's international know-how.

Commenting on the new company Ian Bond, PIC Europe Key Account Director, said: "The creation of this new company operating as a franchise for PIC offers an exciting way forward for PIC's continued growth in the Netherlands market. We believe that the expertise and local market knowledge that Elite Groep brings to this new venture will significantly enhance PIC's position in this important market. At the same time it allows PIC to focus our attention on our core business of creating and delivering genetic improvement and economic benefits to our customers. We are very much looking forward to working closely with the new PIC NL company to develop our business in the Netherlands."

Paul van Der Meijden, General Manager of PIC NL added: "This is an important new venture for the Elite Groep to be representing PIC in the Netherlands. We see that the aims of our two companies are very much in line. In the current climate the Total Economy message has never been more important for Dutch farmers and we believe this fits very well with PIC's long history of developing genetics that are aimed at maximising customer profitability. We're looking forward to supporting PIC's customers in the Netherlands."