深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

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深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

奥特奇肯塔基州莱克星顿总部

提要:2019年是奥特奇(Alltech®)连续发布全球饲料调查报告(Alltech®2019 GLOBAL FEED SURVEY)的第8个年头,该研究是全球饲料行业重要资料之一,调查结果每年被超过80篇文章或参考文献引用。今年的报告更是覆盖了144个国家、近30,000个饲料厂的数据。

据报告,宠物食品领域增长约1%,这主要归因于亚太地区的增长,在中国,宠物食品更是有着广阔的发展空间。那么,这家致力于动物营养的企业,将为中国宠物食品行业带来哪些改变?

为了解这个家族企业,宠业家(ID:Chongyejia)专访了其大中华区总裁Jonathan Forrest Wilson先生,试图对中国宠物食品生产企业有帮助。

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

奥特奇大中华区总裁Jonathan与宠业家记者师兄合影

1

奥特奇是谁?

奥特奇(Alltech®)是1980年由爱尔兰科学家皮尔斯·莱昂斯博士创建,总部位于美国肯塔基州的一家全球性动物保健公司,到今天,依然是家族企业,而正是这种独特的灵活性,使奥特奇始终能将精力专注于客户需求、创新和长期发展目标上。目前其客户遍布全球130个国家和地区,员工超5000人,全球设有100+工厂。

奥特奇通过与全球大型农场和饲料生产商合作,提供产品和解决方案,包括无抗生产、霉菌毒素管理、肠道健康、蛋白质、酶、有机微量元素等。此外,提供体外发酵模型(饲料定量分析)、霉菌毒素37+检测、碳排放量分析这些专业方案也在其服务范围。

Jonathan告诉宠业家,目前,奥特奇在美国、爱尔兰、荷兰有4个生物科学研究中心,全球近100名研发人员,并通过与全球26家知名大学和研究机构成立研究联盟,用科技为企业提供解决实际问题的方案。作为一家价值驱动型公司,奥特奇一直坚持ACE行动原则。

2

ACE原则

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

奥特奇首创ACE(Animal,Consumer,Environment)原则,确保产品提高动物的生产性能、满足消费者的需求且对环境友好

A就是Animal(动物),C就是Customer(消费者),E就是Environment(环境),奥特奇产品服务的决策都依靠ACE原则,这可以从产品中看出,比如,有机微量元素产品,可以增加动物营养,提高动物抵抗力,不仅让消费者省心,同时,这些产品被动物吸收了,也没有多余的废物排出,对环境也不会造成影响。

3

奥特奇在中国的25年

其实奥特奇早在1994年就进入了中国市场,其主体叫北京奥特奇生物制品有限公司。Jonathan无不感慨的说到,“我们进入中国已经25年了,是相当长的时间,确实见证了中国农业的发展。”

奥特奇刚进中国时,考虑到猪肉在中国人食用肉制品中所占的比例较大,当时主要关注猪市场。而到了今天,奥特奇已经关注整个动物养殖行业,例如家禽,提供家禽行业的解决方案,包括蛋鸡和肉鸡的生产、鸡蛋的质控、甚至蛋黄的质控,这里也要提一句,奥特奇也是中国较早通过ISO22000食品安全管理体系认证的饲料添加剂生产企业,同时拥有基于美国、欧盟、中国等各国法规所指定的奥特奇质控体系(AQS),同时,关注于霉菌毒素及重金属污染,确保产品品质安全、放心。在进入中国的25年间,奥特奇也迅速成长,如今已经是禽、猪、反刍、水产、宠物的解决方案提供商。

4

奥特奇对全球饲料行业趋势判断

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

全球饲料行业按地区产量分布

(数据来源:Alltech®2019 GLOBAL FEED SURVEY)

奥特奇确实是一家基于科学和创新的公司,为了能更好的生产产品和帮助消费者,奥特奇与各地政府、协会、优秀企业家合作,花了大量时间从不同角度了解全球饲料市场,每年推出全球饲料行业调查。

比如,中国是全球最大的饲料市场,中国市场近年来也发生了很多变化,消费者变得越来越富裕,意味着对蛋白消耗量更大,需要更多的饲料。而这些洞察也成为奥特奇商业的重要组成部分,既有利于行业,同时也让奥特奇深刻了解如何更好地服务市场和客户。

Jonathan向我们分享了饲料行业洞察:“饲料生意的本质不会变,主要是玉米、大豆、饲料添加剂以及蛋白替代物。从全球来讲,猪、牛饲料比例将保持平稳,水产饲料会继续提高,这些都是基于人类饮食模式发生的变化。”而其他更细致的数据,大家有兴趣可以去奥特奇公众号的文章去查找。

5

奥特奇对中国宠物食品市场的判断

奥特奇看到的是宠物食品公司,如玛氏、雀巢普瑞纳,已将工厂和研发放到东南亚一些发展中国家,而中国在近5年,行业一直保持高速增长。“一个市场刚起步的时候,通常产品复杂程度不高,而中国宠物食品市场,已经复杂化,且越来越复杂,消费者开始意识到除了基本需求外,功能性、生命阶段、兽医建议(关注皮毛健康)等内容,所以通用产品部分会被替代,基于宠物生命阶段和特别需求的产品将更为重要。而在这个阶段,宠物食品生产厂商也特别需要我们的产品,针对不同需求,将营养产品添加到食谱里,这正是奥特奇利用科学解决宠物不同生命阶段和功能需求的时机。市场的复杂、消费者意识提高促使宠物食品厂商求变。”Jonathan说道。

6

奥特奇产品优势

除了规模优势,奥特奇通过在中国25年的积累,拥有了定制化以及可满足增量市场需求的国内专业产品线。目前,奥特奇也与一些宠物食品公司在不同水平上进行合作,甚至包括产品营销和终端消费者触达方案的探讨等。通过合作,奥特奇帮助企业研发产品,更好地理解消费者。能从整个体系和产业链去看市场,不是从单一维度判断,这或许是奥特奇最大的优势。

7

奥特奇宠物近期整体规划

奥特奇中国宠物事业部,有许多针对宠物食品企业的产品,同时提供相应产品的营养解决方案。奥特奇希望一步一个脚印的为国内外宠物食品生产商,提供全方位的服务,以及更优质健康的产品,包括功能性产品、提高免疫力、肠道、皮肤、关节健康的产品。奥特奇希望在宠物事业上也能够引领中国宠物饲料行业向优质化健康营养的方向发展。

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

奥特奇大中华区总裁Jonathan与

奥特奇宠物事业部负责人Elisa

总结:宠物行业最大的一块儿肥肉——宠物食品行业,大公司要想取得持续的领先,又或者创业者想要弯道超车,添加剂企业甚至像奥特奇这样的解决方案提供商,或许都应该是重要合作伙伴。

Jonathan Forrest Wilson, President of Greater China for Alltech

China's pet food industry has entered a complex period, and the nutritional functions of the food are garnering more attention.

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

Alltech Global Headquarters in Nicholasville, Kentucky

Summary:

In 2019, Alltech released its eighth annual Alltech Global Feed Survey, which is highly anticipated by the global feed industry and is referenced or cited in more than 80 articles each year. This year's report included data from nearly 30,000 feed factories in 144 countries. According to the report, over the last year, the pet food sector grew by about 1 percent, thanks mainly to growth in the Asia-Pacific region. In China, pet food industry is soaring. How can Alltech, influence the Chinese pet food industry?

To learn more about Alltech, Chongyejia interviewed Mr. Jonathan Forrest Wilson, president of Alltech’s operations in greater China, to learn more about how the company is working with Chinese pet food manufacturers.

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

Jonathan Wilson, president of Greater China for Alltech, with shixiong, co-founder of Chongyejia.

1

Who is Alltech?

Founded in 1980 by Irish entrepreneur and scientist Dr. Pearse Lyons, Alltech, a family-owned company headquartered in Kentucky, discovers and delivers solutions for the sustainable nutrition of plants, animals and people. With more than 5,000 employees and over 100 production facilities worldwide, Alltech has a presence in more than 120 countries and regions around the world.

With expertise in yeast fermentation, solid state fermentation and the science of nutrigenomics, Alltech is a leading producer and processor of yeast additives, organic trace minerals, feed ingredients, premix and feed. Alltech also features platforms dedicated to studying and bolstering mycotoxin management, gut health and organic minerals. Also included the scope of its services are Alltech® In Vitro Fermentation Model (IFM), a quantitative analysis of feed, Alltech 37+® mycotoxin analysis and carbon emission analysis.

As Jonathan reported to Chongyejia, Alltech currently has four bioscience research centers and nearly 100 research and development (R&D) personnel around the world. Alltech has also established research alliances with more than 20 world-renowned universities and research institutions.

2

ACE principle

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

Alltech is a value-based company, and its guiding ACE principle seeks to develop solutions that are safe for the Animal, Consumer and the Environment. Alltech pioneered the ACE principle to ensure that its products improve animal performance and meet consumer demands while remaining environmentally friendly.

3

Alltech's 25 years in China

Alltech entered the Chinese market very early: its main entity, Beijing Alltech Biological Products Co., Ltd., was established in 1994. Jonathan said, "We have been in China for 25 years, and we have witnessed the development of China's agriculture."

When Alltech first expanded to China, pork accounted for a large proportion of the country’s meat consumption. At that time, Alltech focused on China’s pig market, but over the past 25 years, Alltech has grown rapidly and is now a provider of solutions for poultry, pigs, ruminants, aquatic animals and pets.

Alltech has obtained ISO22000 food safety management certification in China. At the same time, the Alltech® Quality System (AQS), which adheres to the regulations of the United States, the European Union, China and other countries, focuses on mycotoxin and heavy metal pollution to ensure product quality safety and trust.

4

Trends of the global feed industry

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

Global feed industry distribution by region (Source: Alltech? 2019 GLOBAL FEED SURVEY)

As a science- and innovation-based company, Alltech works with local governments, associations and entrepreneurs to better understand the global feed market and to produce quality products that will benefit consumers.

China is the world's largest feed market, and the Chinese market has undergone many changes. Consumers are becoming more affluent, meaning that more protein is consumed and more feed is needed. Providing insights like these has become an important part of Alltech's business. This information is valuable for the global animal and agricultural industries and also allows Alltech to better understand how to serve different markets and customers.

Jonathan shared some important insights about the feed industry.

“The nature of the feed business will not change — it will remain mainly corn, soybeans, feed additives and protein substitutes,” he said. “Globally, the proportion of swine and cattle feed will hold steady, and aquaculture feed will continue to improve. These are based on changes in the human diet model."

5

Alltech's thoughts about the Chinese pet food market

Pet food companies such as Mars and Nestlé Purina have opened factories and are conducting R&D in some developing countries in Southeast Asia. Over the past five years, the industry has continued to grow rapidly in China.

“When a market is just getting started, the product complexity is usually not high, and the Chinese pet food market has become more sophisticated,” said Jonathan. “Consumers are beginning to realize that, in addition to the basic needs, functionality and life stage of pets, veterinarians also pay attention to the health of the fur. As such, generic products will be replaced, and product’s based on the pet's life stage and special needs will become more important.

“At this stage, pet food manufacturers also need our products to add nutritional benefits to the diet,” Jonathan continued. “Alltech uses science to develop products that meet the needs of different life stages and the functional needs of pets. The complexity of the market and the heightened consumer awareness have prompted pet food manufacturers to change.”

6

Alltech product advantage

In addition to the advantage of Alltech’s global scale, over the past 25 years, the company has developed a domestic professional and customized product line and has adjusted to growing demands. Alltech is currently working with some pet food companies in China on such items as product marketing and end-user touch solutions. Through these collaborations, Alltech helps companies develop products and better understand consumers — which may be the biggest advantage offered by Alltech.

7

Alltech’s plans for the pet food industry

Alltech China’s pet division offers a number of products for pet food companies, as well as nutritional solutions for the corresponding products. Alltech hopes to provide a full range of services for pet food manufacturers, as well as products that bolster quality and health, including functional products that support immunity, intestinal health, skin and joint health. Alltech intends to become a leader of healthy nutrition in China’s pet industry.

深耕中国农业市场25年,赋能国内宠物食品企业 | 专访奥特奇

Jonathan Wilson, president of Greater China for Alltech, with Elisa Liu, head of Alltech's pet division

To sum up:

If the biggest companies in the pet food industry want to remain ahead of the competition, or if pet food entrepreneurs want to carve out a niche in the industry, they should consider solution providers like Alltech important partners.

文:师兄

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