VIV Europe in Utrecht
VIV Europe is an international trade show built around the “Feed to Food” concept. It shows the whole chain — from feed, through the bird, to the finished product. It’s held in Utrecht, the Netherlands, organised by VNU Group, and poultry has been front and centre here from the start. It’s the place for a farmer who wants to see the whole production journey in one spot.
verifiedFrom the team that has organised work on poultry farms for years.
VIV Europe is an international trade show built around the “Feed to Food” concept. That approach means it brings the whole production chain under one roof — from feed, through breeding and the bird, all the way to the finished animal-protein product. The show is held in Utrecht, the Netherlands, at the Jaarbeurs grounds, and is organised by VNU Group, the organisation behind the VIV brand worldwide.
Why is VIV Europe a show for a poultry farmer?
VIV has been strongly poultry-driven from the start — that’s its historical core. At the show you’ll see feed, breeding and genetics, hatchery technology, farm equipment, animal health, processing and egg handling. Thanks to the “Feed to Food” idea you can trace the whole journey in one place: from what you feed the flock to what ends up on the plate. It’s a good place for a farmer who wants to see the whole value chain at once.
What you’ll see at VIV Europe for poultry
VIV Europe lays out the exhibition around the whole “Feed to Food” chain, so a poultry farmer walks the entire production journey here — from the grain in the feed to the finished product.
The “Feed to Food” concept
VIV Europe is built around the Feed to Food concept, that is “from feed to food”. The show covers the whole chain — from feed, through breeding and the bird, to the finished animal-protein product. For a farmer that’s convenient, because instead of seeing a slice of the industry, you see the whole production journey in one place.
Location: Utrecht, Jaarbeurs
VIV Europe is held in Utrecht, the Netherlands, at the Jaarbeurs grounds. It’s an international show of global reach, drawing exhibitors and farmers from many countries. It returns not every year but roughly every few years — about every three years — so the exact date is worth confirming at the source.
A strong poultry focus
VIV historically grew out of poultry and that focus has stayed. The section devoted to laying hens, broilers and hatching is strongly represented here, so a poultry farmer will find plenty of solutions tailored directly to their production, not just general animal equipment.
Feed, breeding and genetics
At the show you’ll see feed suppliers and companies working in poultry breeding and genetics. That’s the start of the chain, which decides the health and results of the flock. You can compare offers and ask about details before you decide what to feed and from what stock to run your production.
Hatchery, equipment and health
VIV Europe shows hatchery technology, farm equipment and solutions for animal health. That’s the middle of the chain — the daily production in the house. You’ll see kit and services here that feed straight into how you run the flock and look after its condition.
Processing and egg handling
At the end of the chain the show presents poultry processing and egg handling and grading. Even if you don’t process yourself, it’s worth seeing where your product goes and what demands the rest of the market makes. That helps you understand the whole “Feed to Food” journey.
VIV Europe step by step for a poultry farmer
- 1
Check the date and location
VIV Europe is held in Utrecht, at the Jaarbeurs grounds, but not every year — it returns roughly every three years. Start by confirming the exact date of a given edition on the official website, because the cycle is less frequent than at annual fairs. With a firm date you can plan your trip more easily.
- 2
Set a goal across the chain
Since VIV shows the journey “from feed to food”, decide which part you want to dig into: feed and genetics, hatching technology and equipment, or perhaps processing and egg handling. A clear goal will help you pick exhibitors and not get scattered at such a broad show.
- 3
Choose exhibitors from the poultry section
Poultry is strongly represented at VIV. Browse the exhibitor list in advance and mark those that match your production — layers, broilers or hatching. Choosing in advance means that on-site you focus on conversations, not on hunting for stands.
- 4
Trace the journey from feed to product
Make use of the show’s layout and walk the chain in order: from feed and genetics, through the hatchery and equipment, to processing and eggs. Seeing the whole picture helps you spot how decisions at the start — feed, for instance — feed into what happens later with your flock.
- 5
Compare solutions and ask about details
Look at kit from different makers side by side and ask for specifics: access to feed and water, animal health, energy use, service and support. Note the answers at each stand, because at a big show the details blur quickly — and it’s those that decide a good choice.
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Turn your findings into farm decisions
Once back, sort out your notes and turn them into concrete steps: what to test, what to ask the supplier about, what to plan for the next cycle. The most is gained from a fair by whoever writes the conclusions down and ties them to real plans for their flock and house equipment.
Frequently asked questions about VIV Europe
What is VIV Europe and what is the “Feed to Food” concept?add
VIV Europe is an international trade show built around the Feed to Food concept, that is “from feed to food”. It covers the whole production chain — from feed, through breeding and the bird, to the finished animal-protein product. Thanks to that, you see the whole journey in one place, not just a slice of it.
Where and how often is VIV Europe held?add
VIV Europe is held in Utrecht, the Netherlands, at the Jaarbeurs grounds. It is organised by VNU Group, the organisation behind the VIV brand worldwide. The show returns not every year but roughly every few years — about every three years — so the exact date is worth confirming on the official website.
Is VIV Europe good for a poultry farmer?add
Yes, poultry is the historical core of VIV and remains strongly represented here. You’ll see feed, breeding and genetics, hatchery technology, farm equipment, animal health, processing and egg handling. It’s a good place for a farmer who wants to take in the whole value chain at once.
How does VIV Europe differ from a fair like EuroTier?add
VIV Europe is built around the “Feed to Food” idea and leads you through the whole production chain, from feed to the finished product, with a strong poultry focus. It’s held in Utrecht and returns every few years. That’s a different layout from a general equipment fair for all of livestock production — it’s worth visiting both if you want the full picture of the market.
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