Customers from across the Middle East together with a number of markets in Africa attended and expressed interest in the performance of the Ross 308 as they plan to respond to the increasing demand for poultry meat in their local markets.

Agra ME Pure Breed stand in Dubai

Agra ME had a noticeable increase in attendance from new companies either in the process of building facilities or planning start-up operations. Governments in many Middle Eastern countries are supporting and incentivising local poultry companies to produce more fresh chicken and to develop their domestic markets, improve food production and encourage greater self-sufficiency.

The Pure Breed Seminar and Dinner held during the show was also well supported with a number of technical presentations from the Ross regional technical service team. Attendees were given an iPad Mini and a USB drive loaded with Ross Tech Notes as part of the on-going effort to transfer technical information and flock management advice to customers.

The show proved to be a good mix of commercial and technical activities with over 220 local and international companies exhibiting.

John Maguire, Ross International Sales Manager, commented: “The Agra ME trade show enabled the Ross team and our Ross distribution partner Pure Breed to promote the strong presence we have built in the region with over five million parent stock sold annually. We are enthusiastic about the growth potential in many markets as poultry meat continues to be the primary source of animal protein for consumers throughout the Middle East.”