It has to be a golden chicken

The WE MAKE IT POSSIBLE new positioning is very personal for me. It is all about food security and sustainability. I grew up in a very modest area of Mexico City and even as we always have a nutritious meal in front of us, that was not the same for my friends in the neighborhood. My Dad used to throw bolillo parties (bolillo is a kind of a small baguette) when he would open the door of the house and offer milk, bolillo and games. Those were parties full of kids and the simple offering of a piece of bread and chocolate milk, and you put the games on top, made them a real celebration.

In my block, the luxury came every payday when my mother would go to the market to get a chicken. But, not any chicken, it has to be a “golden chicken” (in Mexico, the consumer believes the yellower the chicken, the more nutritious it is, and they will choose carefully the chicken that way). That was probably the only high quality protein meal the family would see during the week. The chicken was evaluated, inspected, compared in terms of weight, muscle and skin color. I know that really well because I used to go to the market with my mother and for many years she showed me in how to select her golden chickens. Well, it happens that a golden chicken can only come from a healthy broiler, that’s science. There is no way you can have a beautiful golden chicken if they are not eating well or if the gastrointestinal tract is not working. So, mother knows best at the end.

In order to meet the strict requirements of all the consumers looking for the perfect golden chicken, DSM developed the Carophyll® product line that today is the standard in animal nutrition. So the families can have access to golden chickens, golden egg yolks and tasty orange looking salmon, making sure that they are investing their hard earned money on a healthy meal for their families and that food is not going to waste because it’s not meeting consumer specifications. Improving the quality of meat, milk, fish and eggs, while reducing food loss & waste is one of our new business drivers. For me it is also part of our life, part of our health, part of our joy of working for DSM and our customers.

The WE MAKE IT POSSIBLE new positioning supports our ambition to be the world leader in animal nutrition & health, providing tangible and measurable solutions like the Carophyll® product line to our customers so together we can tackle the biggest challenges facing society & the animal protein industry.

At DSM, we strongly believe in sustainable food systems and that the livestock industry can transform itself from within to be a part of the solution. We want to play a key role in this transformation and work at species and country level, with our partners, to provide tangible and actionable solutions to create brighter lives for all.

If not us, who?
If not now, when?

So, let’s make it possible!

Cheers,

Fernando Cisneros,
Carotenoids Global Lead

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