PHW Group Alternative proteins as an opportunity

by Steffen Bach
Thursday, April 02, 2020
Peter Wesjohann expects meat and alternative proteins to coexist.
Photo: PHW
Peter Wesjohann expects meat and alternative proteins to coexist.

Greater animal welfare and investment in alternative proteins are two issues with which the poultry producer wants to distinguish itself in terms of sustainability.
Alternative protein sources are a growing business area for Germany's number 1 poultry producer. The new division is now also included in the company's sustainability report, which the PHW Group has now published for the second time. By the end of the year, 90 percent of the poultry meat produced in Germany is to come from animal welfare programmes. The Privathof concept, which started in 2011 with 12 farms and has since been expanded to 32 farms, has developed well. Other programmes in which PHW is involved are Beter Leven, Gildehoen, Kip van Morgen, Donautal Premium and the Animal Welfare Initiative. The diversity of the offer enables consumers to make a conscious decision for a specific animal welfare concept.

"Meat consumption will change in the coming years," says Peter Wesjohann confidently. The Chairman of the Board of Directors of the PHW Group expects plant-based alternatives to become a permanent feature of the market in future and sees a very practical reason for this. "We will not be able to cover the growing global demand for protein with conventional meat production alone." It is therefore imperative to bring convincing herbal alternatives onto the market. Wesjohann is convinced that the consumption of meat will continue to play a significant role, but that there will be a coexistence of offers. The aim is to position itself more strongly as a supplier of high-quality protein products and "to develop supposedly competing business areas side by side" The core business area meat is to be promoted by further developing the conventional business and by increasing animal welfare concepts. At the same time, Wesjohann intends to expand the area of alternative protein sources. He sees the growth of the plant-based food sector not as a threat to the meat business, but as an opportunity.
Redefine Meat
(Bild: Redefine Meat)

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Insects as animal feed

The PHW Group also plans to break new ground in the protein supply of chickens and turkeys. In future, it intends to largely avoid the use of soya products. Instead, the use of insect proteins is seen as an alternative, explains Ralf Kenkel. The Managing Director of Mega-Tiernahrung, a poultry feed producer belonging to the Wiesenhof Group, is demanding that politicians approve the use of insect proteins as feed for pigs and poultry.

Kenkel is certain that PHW has taken a decisive step forward through its participation in the Enterra Feed Corporation. Further feeding studies are now necessary, he says, because the changed composition of the feed must be in line with animal health and thus also with animal welfare: "We cannot say today when exactly we will be able to replace soy in poultry feed with insect proteins. What is important for us is that we take this path now," says the mega-managing director.
Entis Insektenprotein
(Bild: Entis)

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