Anyone managing a supply chain knows that the real risk never lies in an isolated link, but in the seams that connect them. A feed milling issue or a raw material failure at the start of the poultry production chain ends up affecting chicks or laying hens, and consequently the eggs or meat produced; an equipment supplier that fails to communicate with the processing supplier generates inefficiencies that no one audits until it is too late. This is where the differential value of VIV Europe lies: it is the only trade show that brings together the complete animal protein chain, from feed to plate, under one roof and in three days.
It is worth understanding what “complete chain” means in practical terms. Within the Royal Jaarbeurs, raw material and nutrition suppliers, genetics and hatchery, farm equipment, animal health, automation, processing, packaging and logistics through to the point of sale all coexist. And it is not limited to poultry: the feed-to-food concept also encompasses swine, dairy cattle and aquaculture. For a purchasing manager or supply chain officer, this enables something no narrow sectoral trade show offers: reading the interdependencies between links at a glance.
That holistic vision matters more than ever. The demands of traceability, animal welfare and sustainability can no longer be addressed at a single point in the process; they run throughout the entire chain. Technology is moving in the same direction: as we have previously analysed, artificial intelligence is rewriting the precision poultry farming roadmap from chick to carcass, connecting data that previously lived in silos.
VIV Europe is the physical showcase of that convergence.
The contrast with other formats is telling. A trade show focused solely on animal health, or solely on equipment, offers depth in one link but blindness to the rest. VIV inverts the equation: it prioritises the systems view. For an integrator making decisions across multiple points in the process at once, or for a procurement officer who needs coherence across suppliers, that breadth is not a luxury — it is a working tool.
In a sector where profitability increasingly depends on integration rather than on any isolated link, it is worth asking: can a business whose competitors already manage as a single chain afford to keep buying in pieces?
For more information on the full event programme, the list of exhibitors, and to pre-register and obtain free accreditation for VIV Europe 2026, visit the official trade show website at: europe.viv.net
Source: VIV EUROPE
For more information:
-. VICTAM trade show
-. VIV EUROPE 2026 trade show
