Genus PIC Chief Operating Officer (COO) Matt Culbertson recently completed an extensive visit across the PIC South and East Asia (SEA) region, connecting with PIC teams, customers, multiplier partners, and industry leaders in Korea, Japan, Vietnam, and the Philippines.
The two-week regional visit provided an opportunity for him to gain firsthand insights from local markets, strengthen collaboration, and share the latest developments and priorities shaping PIC’s continued commitment to genetic improvement for the betterment of the pork industry.
Accompanied by PIC South and East Asia Regional Director Martín Pérez, Mr Culbertson conducted meetings with PIC’s franchise partners in Korea (PK), Japan (Iwatani), and Vietnam (Greenfeed), which revolved around understanding the market developments, appreciating the evolving needs of customers, and identifying opportunities for further growth.
He also shared PIC’s ongoing innovations and plans for the future – including the upcoming commercialization of PIC’s PRRS-Resistant Pig.
His final stop – the Philippines – allowed him to meet the entire PIC team, through a hybrid town meeting and fellowship dinners with key people.
Sharing PIC’s global perspective
Mr Culbertson’s Philippine visit was highlighted by key meetings with customers and partners.
The Swine Industry Leaders Forum proved to be a great platform for him to discuss key developments within PIC and the broader pork industry across the globe, while highlighting how continued investment in genetics, innovation, technology, and people can help producers navigate an increasingly dynamic industry.
More importantly, it allowed him to directly interact with the key players, influencers, and movers of the local pork industry.
Indeed, his regional visit underscored PIC’s commitment to staying connected with customers and industry partners — by understanding the challenges they face and working together, mainly through genetic improvement, to create greater value and sustainability throughout the pork value chain.
Strengthening partnerships
The day concluded with an evening gathering with some of PIC’s multipliers – Excelsior Farms Inc and Venvi Agro Industrial Corp – which provided another valuable opportunity for Mr Culbertson to connect with the partners who play an important role in bringing genetic improvement from PIC’s breeding programs to commercial pork producers.
Through these conversations, Mr Culbertson gained additional perspectives while reinforcing the importance of strong partnerships in driving continuous improvement.
One region, one commitment to improvement
Mr Culbertson’s journey across the region reflects the strength and diversity of PIC’s South and East Asia network.
From PIC teams and customers to multiplier partners and industry leaders, the visit highlighted a shared commitment to continuously improve pig performance, create more value for producers, and strengthen the pork value chain in their respective markers.
As PIC continues to invest in science, technology, genetics, and people, close collaboration with customers and partners across the region remains at the heart of its mission to build a better pig.