5 questions for Joost Noyens
'The feed bill could be much more transparent'
Joost Noyens, former director of Feed Group South, is an old hand with an ambitious concept in the feed industry. With its digital compound feed company NewFeed he wants to serve pig farmers and cattle farmers who strive for optimisation, efficiency and independence.
What is NewFeed for company?
''We are a digital compound feed company that optimizes all facets. From purchasing, production, logistics, administration and sales to advice. A kind of cafeteria model, in which livestock farmers can put together their own package of wishes, without services being linked to it. The entire process is digital, although I can still be reached. You could describe us as a modern contractor who works with subcontractors. Initially, we focus on the pig and cattle sector. At a later stage, perhaps also in the poultry sector. At the moment our feed is only available via MijnVoer.nl, but other sales channels are also being looked at. The basis for all sales channels is the use of internet applications."
Whence this idea?
''From my past in the compound feed industry, I've seen the market evaluate and develop. When I was 21, I started at Coöperatie Isidorus in Weert. In the past 34 years I have gone through all compound feed disciplines and gained the necessary experience there. For several years now, there has been a trend in which livestock farmers are increasingly striving for a tailor-made feed composition, with limited services instead of a complete feed package. Rationality arises in supplier choice. NewFeed focuses on this group of entrepreneurs. For example, about 5 years ago there were almost no independent nutritionists. Now there are. I do not rule out the possibility that company counselors also start their own business more often.”
What is the advantage for the livestock farmer and for feed suppliers?
“With us, the entrepreneur is in control of his compound feed costs. The NewFeed model is without redundant services and associated costs. Our customers choose their own advisers and service providers. A large number of entrepreneurs can easily turn to the traditional compound feed industry, which accounts for about 80% of the market. The other 20% are entrepreneurs who are looking for their own interpretation."
"In terms of feed volume, the proportions are closer to each other. The objective is also to offer entrepreneurs the opportunity to absorb fluctuating feed costs and to cover risks. This also fits the customer segment we focus on. Compound feed manufacturers can use NewFeed to increase sales, without major investments in their sales force, so that they create a lower cost price and achieve a better return in this way.”
Advice is at least as important as the kibble itself. How do you intend to overcome this?
''In our model, feed and advice costs are separated from each other. The cost structure of the invoice is more transparent. An entrepreneur can decide for himself whether a nutritionist or advisor of, for example, €75 or €200 per hour will be engaged. Both can be expensive or cheap. That ultimately depends on the result. NewFeed believes in independent nutritionists and advisors. Their knowledge base is larger and they are often also active internationally.”
Where will your company be in 5 years?
''Our website has a European domain name, so perhaps the model has also been rolled out in Belgium and Germany. In any case, I hope that NewFeed will then be a leading company, with approximately 2% market share in the Netherlands. I myself have the ambition to continue for at least another 10 years, so I still want to go ahead. Ultimately, I strive for a future-proof company, with a good customer base that includes feed volume.”
Wouter Job
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