iec kuala-lumpur-report-2016

IEC Global Leadership Conference Kuala Lumpur 2016

IEC Conference Report

IEC Conference Report IEC Global Leadership Conference Kuala Lumpur 2016

The IEC Global Leadership Conference this year featured a wealth of industry leaders, who provided stimulating views on key topics such as: successful egg marketing, research updates on eggs in human nutrition, the role of egg products, disease control, industry-focused discussion and marketing workshops, the role of the G20 countries in global egg production and trade, as well as individual country and regional egg processing regional reports.

The IEC Global Leadership Conference in Kuala Lumpur was held from the 18th to 22nd September 2016 attracting over 360 delegates from the

egg industry, representing 44 countries globally

Conference Presentations are available to Download

http://bit.ly/2cAZG5i

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A selection of the conference presentations are available to view in video format from the IEC Website. Click Here These include the presentations of David Bosshart & Bob Langert, the Showcase of Marketing Eggsellence and the regional Egg Processing Reports.

What’s New …..

Introduced to the IEC Global Leadership Conference Programme in Kuala Lumpur was the Industry Viewpoint; a series of succinct reports on: Marketing and ways to increase egg consumption and Production issues such as, ways to improve on-farm safety programmes and addressing feed sustainability and profit. This segment not only provided insightful information from the speakers but also served well to spark discussions and viewpoints from the delegates.

Ross Dean, USA “Dealing with over supply”,

Rebeca Gutierrez Gonzalez, Mexico “Impact of globalisation”,

Juergen Wessels, Germany “Niche markets”

Emmanuel Destrijker, Canada “Continuous improvements in on-farm safety programmes,”

Suresh Chitturi, India “Addressing feed sustainability and profit”





Both presentations are able to view in video and PDF format on the IEC website


The conference opened with two inspiring and thought provoking speakers discussing the vision and sharing the customer viewpoint on THE FUTURE OF THE EGG MARKET

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Dr. David Bosshart presented the vision with a discussion on the “Impact of digital media on food purchasing”. Dr. Bosshart stressed on the important role that digital media plays in the way consumers are being influenced.

Bob Langert, VP of sustainability (retired) from McDonalds followed up with a presentation on “Global food trends: Sustainability & Housing Systems”. He shared his experience on brand protection and meeting customer demands, amid fear and pressure

His presentation focused on three core issues: the ever-changing consumer trends, the importance of sustainability and the vast opportunities that are available. Mr. Langert stated that changes in corporate policies surrounding sustainability should be a direct response to user demands. The fact is, consumer trends are changing; consumers are becoming more aware and care about where their food comes from, as well as what’s in it and how it is processed. The bottom line is that consumers care about sustainability; therefore it is vital for any business to make a positive difference in society by having a shared vision with their consumers. He emphasised the value of maintaining dialogue with consumers and activists, and encouraged working together with any “adversary” groups to reach a mutual agreement because initial conflict creates opportunity for achieving positive outcomes.

Digital media is playing a pivotal role in the vision of the future. This is a visual age and pictures say a thousand words. We live in a time where pictures of food are being shared globally via social media to the point of being an influencing tool. Consumers are recording every experience, which they upload and share digitally. This creates a feedback loop that increases both the value of a product, as well as the value of users’ response. This will inevitably influence the future of consumer purchasing habits. Eating has become the new shopping and a revolutionary experience; each time a consumer dines, their photos tell a story through digital media. Efficiency in time, faster lifecycles and innovations also play key roles in food purchasing. Dr. Bosshart believes there has to be a mind shift in retail as we adapt to higher consumer expectations; we should listen more to customers than listening to data. It is also vital to redefine proximity, improve efficiency and find creative ways to reach consumers because they hold the deciding power.

http://www.internationalegg.com/documents/




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IEC 2016 Awards - Celebrating the very best in the egg industry The 2016 IEC Awards were presented at the IEC Kuala Lumpur Global Leadership Conference. From the most socially responsible, to the most innovative marketing campaign; from the most exceptional individual, to the most exceptional egg products business, the IEC 2016 Awards celebrated the best of the best.

Deb-El Food Products - The Clive Frampton Egg Products Company of the Year The judges for this award consider many areas including innovation, marketing & promotion, product assortment and sustainability, in 2016 the award went to Deb-El Food Products from the USA. Elliot Gibber will collect his award in Monte Carlo in April 2017.

Akita Company - Golden Egg Award for Marketing The Golden Egg Award is presented to the organisation that is judged to have delivered the best marketing and promotional campaign. Following five strong entries this year, the winner for 2016 was announced as Akita Company from Japan for their Kiyora Brand campaign which has achieved an astonishing 726% growth in sales volume since September 2014.

Egg Farmers of Canada – Crystal Egg Award for Corporate Social Responsibility The Crystal Egg Award is presented to the organisation that is judged to have contributed the most to Corporate Social Responsibility. From the three excellent presentations this year, the winner for 2016 was announced as Egg Farmers of Canada for their Breakfast Programmes in schools.


He described the two types of managers that can affect the workplace in either a positive or negative way. The problem-oriented manager cares for the work directly and personally but does not work well with a team, which results in higher stress levels and limited problem-solving capacity. He stated a manager, who does not work with his team, is no better off than one who has no team. However, the solution-oriented manager on the other hand, operates on a continuum-based leadership, where there is mutual respect between the leader and the team, and allows the team to carry responsibilities effectively.

People are the Future - IEC Leadership Lecture

Conference Presentations are available to Download


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According to Prof. Winterheller, our conversations are also important because they can either focus on people or on problems. Sound leadership produces people-centred communication that facilitates trust and deepens loyalty and enhances achievement, whereas problem-centred communication will ultimately weaken relationships and lead to failure. He left IEC delegates with three take home message to become a successful leader: • Firstly, define a specific amount of time daily, if

only ten minutes, to invest in the development of leadership skills.

• Secondly, practice this daily because habits are easier established and maintained when used everyday.

• Finally, get to know the people around you and ask - what they would change, if they were in charge.

The Leadership Lecture entitled The Future of People in Our Business provided the delegates with insightful tips on creating a productive employer-employee relationship. Prof. Dr. Manfred Winterheller stressed on the importance of knowing how to deal with people so that it can contribute to the successful growth of a company.





Special Recognition and Thanks…… Special thanks were given during the conference to those who have given their time and contributed to serving in IEC roles, these included Franz Hofer for his role serving as Chair of Membership Sergio Chavez for his role as serving as Chair of Economics Kevin Burkum for his role as Chair of Marketing Jeff Ironside and Alois Mettler for their commitment as Financial Controllers

Conference presentations

are now available to download


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Special Recognition was given to Feng Bin for his leadership in promoting links between the Chinese Egg Industry and the IEC, and to Christoffer Ernst for his commitment and guidance in bringing the IEC to Kuala Lumper and developing the IEC reach within Asia. Feng Bin, Christoffer Ernst China China




Steve Manton from Great Britain has been appointed as a new IEC Office Holder on the long term strategic board. Steve is a businessman and entrepreneur, he was previously Chair of IEC Egg Processing and currently serves as Chairman of the Board of Trustees of the IEF

New Roles & Appointments to IEC Leadership Board

IEC honors Alois Mettler with Denis Wellstead 2016

Egg Person of the Year Award at the IEC Annual

Gala Dinner.

Alois Mettler from Switzerland has been extremely generous with his time and continuous support to the international egg industry, serving in IEC positions from 1996 to 2006: § Deputy Chair of Economics and Statistics: 1996 - 2006

§ Chairman of Economics: 2006 - 2009

§ Executive Board Member: 2006 - 2009

§ Financial Controller: 2009 - 2016 During his time as Chairman of Economics he oversaw the complete re-development of all Economics publications, the development of the Economics team with the introduction of Hans and Peter, and the provision of the on-line chick placement system and the interactive stats database. For 35 years Alois, supported by his wife Magdalena, has represented Switzerland at IEC Conferences, and has been dedicated and valued member of the IEC.

New IEC Executive Board Members: Andres Valencia, Colombia Jorgen Larsen, Denmark Christoffer Ernst, China Chair of Marketing Chair of Economics Chair of Membership Peter Clarke, Canada Franz Hofer , Austria Ross Dean , USA Financial Controller Financial Controller Vice Chair of Marketing

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Photos from the Kuala Lumpur Conference are available to view and download from the member only section of the IEC website http://bit.ly/2dnJ2fD

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http://bit.ly/2dnJ2fD











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