SASSO strengthens its international presence at the IPPE 2026 tradeshow in Atlanta

Throughout the show, our teams had the pleasure of talking with many customers and prospects, among them from Mexico, Guatemala, the United States, Canada, Ecuador, Peru, Colombia, Costa Rica, and India.

These meetings confirmed the presence and growing interest in SASSO's traditional colored poultry in North & Latin America. Our colored birds offer strong robustness across the various climates and stand out with their beautiful phenotype.

The team held numerous strategic meetings to develop SASSO’s sales in new territories and seize emerging opportunities. Several promising contacts also helped accelerate our development in North America, where the demand for differentiated and robust products continues to grow.

Introduced last year, our new colored layers once again attracted attention. Their profile, combining hardiness, performance, and egg diversity, generated strong interest in North America and Latin America, where market segmentation is intensifying.

We attracted several new customers for these traditional layers, confirming the relevance of our product offering and the trust our partners place in us.

As every year, SASSO organized with our colleagues from Hendrix Genetics Layers the traditional Customer Appreciation Dinner, bringing together more than 140 participants. After introductory speeches from Thijs Hendrix, our President, Richard Maatman, our CEO, and Pelayo Casanovas, our Layers & Traditional poultry Managing Director, we enjoyed a warm evening marked by sharing and conviviality with our customers from around the world.

The show also provided an opportunity to intensify exchanges between the SASSO teams and our colleagues from our Layers and Turkeys business units. These moments of sharing highlighted new technical, commercial, and marketing synergies, that are essential for bringing always more value to our customers.

Finally, this event was also an opportunity to unveil Chicky, our new mascot, to you all. Chicky is ready to travel around the world with our teams to visit our customers and partners!

This edition once again confirms the importance of IPPE in supporting SASSO's international development. Our teams are leaving Atlanta not only with solid growth prospects and new business opportunities, but also, and above all, our continued commitment to offering the best to their customers.