Boosting Farmers’ Prosperity through Agricultural Diversification: De Heus’s Investment in Punjab
With bright and cheerful expressions, Ambassador of the Netherlands to India, Marisa Gerards,
was joined by De Heus International Director Rutger Oudejans, company CEO Koen De Heus,
as well as Mr. Tanveer Malik, Country Director India, and Mr. Parveen Kumar, ASM,
in a memorable Lamp Lighting Ceremony with Chief Minister Bhagwant Mann.
Farmers in Punjab and Haryana, who have traditionally relied on cultivating traditional crops, are now seeking ways to diversify their agricultural practices. They aim to transition into horticulture, dairy farming, poultry, fishery, piggery, and other sectors to improve their earnings. De Heus, a top 10 global animal feed company based in the Netherlands, is offering hope to these farmers by investing in a state-of-the-art plant in Rajpura, Punjab, with an investment of Rs 142 crore. The plant will produce high-quality animal feed and promote best farming practices to boost farmers’ incomes.
During the foundation stone-laying ceremony of the Rs 142 crore De Heus animal feed plant in Rajpura, Punjab Chief Minister Bhagwant Mann unveiled the commemorative plaque, with the company’s CEO, Koen De Heus, standing beside him.
Chief Minister Bhagwant Singh Mann highlighted the state’s attractiveness to global business tycoons, attributing it to the relentless efforts of the state government. He emphasized that diversifying agricultural practices was crucial for the region, and De Heus’s investment would play a significant role in supporting this transition.
This investment marks the first major commitment by a Dutch company in Punjab. The Netherlands is renowned as the world’s second-largest exporter of agricultural products. The De Heus plant will produce a full range of livestock products, including compound feed, concentrates, base mix, and dairy mineral mixes. In the first phase, set to be completed by the first quarter of 2025, the plant will produce 180 kilo metric tons (kMT) of animal feed, with potential for expansion to 240 kMT. The factory will feature two dedicated production lines.
On this occasion, approximately 2,000 people, including farmers from the poultry, dairy, and pig industries, graced the ceremony with their presence. De Heus displayed exceptional hospitality throughout the program.
Chief Minister Mann reaffirmed his promise to attract investments to the state and highlighted the entrepreneurial spirit of Punjabis, which has gained recognition worldwide. He stated that the state government had successfully attracted investments worth Rs 50,840 crore, including significant commitments from companies like Tata Steel, Jindal Steel, Virgio, Class, Tafe, Hindustan Liver, and others, creating employment opportunities for 2.25 lakh youth.
The Chief Minister emphasized the state’s transformation into an industrial-friendly environment with a genuine single-window system. He underlined that the state government had shifted from signing MoUs with families to engaging directly with the state and its people, ensuring transparency and accountability.
Chief Minister Mann expressed his belief that the De Heus plant would serve as a catalyst for supplementing farmers’ income. He highlighted the industrious and resilient nature of both Punjabis and the Dutch, expressing optimism about their collaboration and the economic growth it would generate.
The Chief Minister envisioned the industrialists associated with this project as brand ambassadors for Punjab, turning the state into a global industrial hub. He assured a conducive environment for businesses in the state, emphasizing the availability of excellent infrastructure, power, skilled human resources, and a favorable industrial and work culture.
De Heus India, a wholly owned subsidiary of De Heus, will be responsible for establishing the plant. De Heus is a century-old company with a global turnover of 7 billion euros in 2022. The company specializes in providing nutritional products for animals and aims to support farmers in achieving optimal animal health and performance for better earnings.
Koen De Heus, CEO of De Heus, emphasized the company’s commitment to bringing progress to farmers and local communities. He mentioned that India is an essential market for De Heus, where they aim to contribute to sustainable farming practices and job creation while working with local suppliers and partners.
Mr. Rutger Oudejans, Business Group Director (Premix & Specialties) and Mr. Tanveer Malik, Country Director India; General Director India; and Mr. Amit Mittan, Commercial Director of De Heus India, provided insights into the company’s mission to support farmers through high-quality animal feeds and extensive knowledge in animal nutrition, husbandry, and science.
The investment in Punjab aligns with De Heus’s global expansion strategy to build a local presence, serve farmers with top-notch animal feeds, and provide practical farming advice. The company operates more than 60 production locations in over 20 countries, exporting its products to more than 50 countries across Europe, Asia, the Middle East, Africa, and Latin America.
Ms. Marisa Gerards, the Ambassador of the Kingdom of the Netherlands to India, Nepal, and Bhutan, expressed her enthusiasm for the collaboration between the Netherlands and Punjab. She suggested organizing a significant cycling event in Punjab, given the Netherlands’ reputation as a cycling-friendly country. She also highlighted the existing Indo-Dutch Centres of Excellence in potato seeds and floriculture in Punjab, with another centre focused on onions under construction, as examples of successful cooperation between the two regions beyond agriculture.
