Interim strategy for Meyn

Over Meyn

Nowadays Meyn is one of the largest manufacturers of poultry lines worldwide and their company specializes in wall-to-wall solutions. Meyn Poultry Processing Solutions used to be a small operation located near Amsterdam but grew out to be one of the largest producers of slaughter lines for poultry processors. Yearly more than 8, 5 billion chickens are processed with Meyn equipment.

Problem

It started with a maternity leave replacement for the communications manager. It soon became clear that our boo!professional did more than just ‘keep an eye out’. After the return of the communication manager our boo!professional stayed to reposition Meyn in the market from a small player to a market leader with a vision.

Solution

The Meyn positioning has been completely redesigned, they got a new website, a successful product launch campaigns and stock market participations have been integrated into the communication. Major steps were taken in PR. Nationwide newspapers, items in branche magazines and a 4 page article in Quest.

Result

This was Meyn’s claim to leadership in technology development and sustainability in their industry, which ultimately led to a takeover of the company by Warren Buffet’s investment company: Berkshire Hathaway.

“Michael has helped us with a number of important marketing projects. He repositioned the company in the market in a unique way and helped us discover new opportunities in communication. He really improved our marketing performance. Both internally as well as externally. I would definitely recommend Michael if you want to make sure that strategy becomes reality.” – Han Defauwes, (former) CEO