As Asia’s population continues to grow, the region presents significant opportunities for agrifood businesses. Rising household incomes and buoyant export markets are driving increased production of animal protein. However, the continent has distinctive regional considerations and challenges to be overcome. From disease outbreaks of African Swine Fever (ASF) to shifting consumer preferences, the industry faces both risks and prospects. Organizations must navigate a complex landscape, which is why local, on-the-ground knowledge is incredibly valuable.
EW Nutrition has been a key player in the region, providing animal nutrition solutions to the livestock industry for many years. To better understand the market dynamics, Expana spoke with three experienced leaders from EW Nutrition—Hai Xia Zhu, Managing Director of China; Shirish Nigam, Managing Director of EW Nutrition South Asia; and Gert-Jan Gerrits, Regional Director for Southeast Asia & Pacific—to gain insights into the region’s unique agrifood landscape. They shared their insights on the challenges facing the animal agriculture sector and the opportunities emerging in this rapidly evolving market.
[Expana] To start can you share some of the key challenges you see in your respective regions within the field of animal agriculture?
[Gert-Jan Gerrits] Disease outbreaks, such as African Swine Fever (ASF) and avian influenza, currently pose significant threats to livestock populations in the Southeast Asia & Pacific (SEAP) region. Also, regulatory changes, labor shortages and technical application of artificial intelligence need attention, besides global challenges such as sustainability and climate change.
[Hai Xia Zhu] From China’s perspective, ASF is indeed a major threat, followed by the rising costs of feed. I would add the need to improve food safety and traceability, and, as Gert-Jan said, address environmental concerns such as pollution and resource scarcity. Additionally, stricter government regulations on antibiotic use in livestock are pushing the industry to adopt alternative solutions.
[Shirish Nigam] For the South Asian market, the same global supply chain disruptions mentioned by my colleagues, are being worsened by geopolitical tensions and climate change, create volatility in raw material availability and cost. However, India’s biofuel policy, mandating 20% blending by 2025-26, presents an opportunity. The resulting structural shift in corn supply and demand, driven by increased ethanol production, is yielding cost-effective animal feed by-products like DDGS. This introduces a new challenge: managing feed quality, animal performance and profitability when incorporating DDGS or alternative raw materials.
Of course biosecurity remains paramount. The threat of zoonotic diseases, such as avian influenza, necessitates robust biosecurity measures and improved health management practices to combat pathogens like Salmonella and Clostridium.
[Expana] Across the region, how are consumer preferences changing and what impact is that having on agricultural practices?
[Shirish Nigam] Consumer preferences across the region are shifting, driven by younger generations demanding increased organic and sustainable protein. This may lead to changes in feed formulations for animals, and as feed is estimated to account for 60-70% of overall production costs, this shift could be significant for farmers. I also believe the rising demand for convenient options, such as pre-cut meats, ready-to-eat meals, and value-added dairy products, further necessitates innovation.
[Gert-Jan Gerrits] We also see changing consumer preferences across Southeast Asia. Integrators and feed mills are adapting. It’s not a tidal wave but there is a clear attempt to meet the expectations of an increasingly informed and health-conscious consumer base.
[Hai Xia Zhu] In China, we’ve seen a shift from less pork to more chicken and beef consumption, mainly due to rising income and more health awareness. Also, there is growing demand for antibiotic-free meat, organic products, and transparent supply chains. This shift is starting to drive changes in agricultural practices, such as the adoption of advanced feed additives, improved animal welfare standards, and the use of technology for traceability.
[Expana] What do you think the future holds for the agri-food industry across the region? Are there any disruptors or opportunities on the horizon that you are observing closely and preparing for?
[Gert-Jan Gerrits] It sounds dramatic, but I do think the agri-food industry in Southeast Asia is at a crossroads, with both disruptive challenges and significant opportunities ahead. Stakeholders who are adaptable and forward-thinking—embracing technology, sustainability, and changing consumer preferences—will be well-positioned to thrive in this evolving landscape.
[Hai Xia Zhu] I see the same potential for disruption in China. Key disruptors will be those who quickly adopt digital agriculture technologies, such as AI, IoT, and blockchain for supply chain transparency. The government’s focus on self-sufficiency and sustainability is also driving innovation in areas like alternative proteins and precision farming. But there remain lots of opportunities in addressing the growing demand for high-quality animal protein, improving food security, and reducing the environmental impact of agriculture.
[Shirish Nigam] In South Asia, the agri-food industry faces continued volatility in key raw materials like corn, soy, vitamins, and amino acids. This instability is driving increased adoption of alternative feed sources such as broken rice, wheat, bajra, and DDGS to mitigate rising costs and supply chain vulnerabilities. However, effectively utilizing these alternatives presents a challenge in maintaining feed quality and optimizing formulations. This situation simultaneously creates opportunities for suppliers of high-quality raw materials, innovative research-driven feed additive companies, and providers of laboratory and testing services to ensure feed safety and efficacy.
[Expana] EW Nutrition has made a significant commitment to the Asian market. Why is that? What do you believe the business brings to the region?
[Hai Xia Zhu] China is a strategic market for EW Nutrition. It has enormous potential in demand for animal protein and for innovative solutions to address challenges in animal agriculture. We believe our global expertise in animal nutrition, health, and sustainability positions us to make a meaningful impact in the region.
[Shirish Nigam] Asia’s large and growing population presents a significant opportunity to provide healthy nutrition through increased egg, chicken, and dairy production. While India, for example, is a leading producer of eggs and broiler chicken, its per capita consumption of these products remains comparatively low, highlighting the potential for growth. EW Nutrition contributes to this market by partnering with producers to promote one health and balanced feed practices.
[Gert-Jan Gerrits] With our science-backed products, such as Ventar D, Pretect D, Globigen, and Activo, we already have impressive and proven track records in enhancing gut health and reducing the need for antibiotics. On feed safety and efficiency, we make already a difference in feed storage, conservation, digestibility and mycotoxin management. All these products and our upcoming innovations lead, as my colleagues said, to improvements in animal health and productivity, sustainability in farming practices, and overall economic growth in Asia.
[Expana] I am aware that some of you are new to EW Nutrition – can you share why you were attracted to join the organization?
[Gert-Jan Gerrits] I’ve been in the animal nutrition business for about 25 years, driven by personal passion and a desire to make a difference in animal nutrition. The potential to be part of this growth mindset that I see in this company, and to contribute to innovative solutions along a really short decision-making structure, were compelling reasons to join EW Nutrition.
[Hai Xia Zhu] I think the alignment between the company’s values and my own was a critical factor. I was also attracted to EW Nutrition because of its family-roots. It started and it remains based in Northern Germany but has grown to global reach, with a strong commitment to innovation, sustainability, and improving animal health and nutrition. And the opportunity to work in a dynamic and rapidly evolving market like China, where we can make a tangible difference, was also a key factor in my decision to join this forward-thinking organization.
[Shirish Nigam] I shouldn’t answer that, since I’m an EW Nutrition veteran – but maybe that’s why I want to emphasize that a company is not just made of products and ideas; it’s primarily made of people. And EW Nutrition’s people are why we continue to grow, to attract talent at every level, and to bring important benefits to the agri-food industry.
[Expana] Finally, what message would you like to share with businesses or individuals who are looking to enter or expand in the Asian market?
[Hai Xia Zhu] China offers immense opportunities for growth and innovation in the agri-food industry, but success requires a deep understanding of the local market, regulatory environment, and cultural nuances. My message would be that businesses should prioritize building strong relationships with local partners, investing in localized strategies, and staying agile to adapt to rapid changes.
[Gert-Jan Gerrits] I agree with Hai Xia that companies’ and individuals’ adaptability to the diversity of cultures is most important in Asia. IQ and EQ are important, however Cultural Intelligence – CQ – is essential for effectively entering and succeeding in the Southeast Asian market. CQ uniquely prepares individuals and organizations to navigate the region’s rich cultural diversity, build trust, communicate effectively, adapt to changing environments, and gain critical insights into consumer behavior.
[Shirish Nigam] I agree with my colleagues. In addition, for businesses and individuals looking to enter or expand in the Asian market, my key message is to stay committed and persevere. These are emerging or growth markets with a high number of large and medium-sized customers, hence the cost of servicing the customers is also high as compared to other markets. Product as well as business model innovation is crucial for success in this dynamic landscape. Our focus should remain on serving the customers—farmers, integrators, and veterinarians—and improving their livelihoods.
Written by Luke Bailey
