Mr De Rycke (47) joins an international team, with responsibility for market development and the distribution of Smart incubation, hatchery automation and climate control systems.

Bouke Hamminga and Bob De Rycke

Mr De Rycke brings almost two decades of hatchery sector experience to his new role. Having worked most recently as a sales director, he has spent the past 10 years in EMEA, with previous experience also including sales management roles for Chore-Time in the Benelux, UK, Ireland, Greece, Turkey and Middle East, and Kemin Industries, again in the Middle East.

Mr De Rycke speaks German, English, French and Dutch fluently.

Born into the family that owns Derco Layer Hatchery in Belgium, Mr De Rycke has been around poultry all his life. Trust, he says, is a quality that he greatly values – and central to his new role.

He added: "In Pas Reform, I see quality in every aspect of the business. That commitment to care at every stage of the incubation process has produced some very long-standing relationships around the world.

"I am looking forward to presenting Smart incubation technologies to my prospects and customers, to deliver many more such rewarding partnerships."