Specialisation in a challenging sector

The poultry chain, like other animal-based value chains, faces significant challenges. Growing societal scrutiny, tighter regulation and uncertainty around volumes are prompting companies to reassess their role within the chain. At the same time, demand for safe and high-quality applications of animal by-products remains strong - and is even increasing in certain markets. This tension defines the environment in which companies such as Noblesse operate.

Noblesse currently focuses exclusively on Category 3 material from the poultry sector, a deliberate choice made by its founders. “We are dedicated poultry,” says CEO Roel Ebbinge. “That also means being very clear about what you do - and what you don’t.” The company processes by-products from poultry slaughterhouses into proteins and fats used in pet food, aquafeed, animal feed, biofuels and fertilisers.

This positioning places Noblesse at the intersection of feed and non-food markets. Food applications are explicitly outside its current scope. “That would require a different strategic direction, which is currently under review,” Roel explains. The chosen focus brings strict requirements in terms of safety and compliance. “Everything that enters our facility comes from approved animals. The regulatory framework is clear and strict - and rightly so.”

Regulation as a prerequisite

The processing of animal by-products is tightly regulated in Europe. For companies operating at this stage of the chain, compliance is not a differentiator but a prerequisite. Audits, certifications and regulatory oversight are embedded in daily operations. “There is no room for creativity when it comes to compliance,” Roel says. “It is simply the foundation.”

However, the discussion within the sector is increasingly shifting beyond compliance alone. Broader societal expectations - including CO₂ reduction, transparency and responsible employment practices -  are gaining prominence. “These are not isolated topics,” Roel notes. “They are directly linked to how you structure and manage your company.”

Uncertainty within the chain 

External developments, such as outbreaks of avian influenza, illustrate the vulnerability of supply chains. For by-product processors, this uncertainty primarily translates into fluctuations in supply. “If slaughterhouses temporarily close or reduce output, it immediately affects our incoming volumes,” Roel explains. “That makes planning less predictable.”

The impact differs from that experienced by poultry farmers, where consequences are often more severe. “The real hardship is felt there,” he acknowledges. “For us, it is mainly an operational effect further down the chain.”

From volume to value

Against the backdrop of a livestock population that is unlikely to grow, the sector is increasingly shifting its focus from volume to value. This is also a guiding principle at Noblesse. “Growth for us does not mean processing more tonnes,” Roel says. “It means maximising the value of existing raw materials and exploring new possibilities within poultry streams.”

This approach aligns with a broader industry trend: identifying new applications and combinations within the boundaries of regulation and societal acceptance. “You cannot turn Category 3 material into food-grade products,” Roel emphasises. “So you have to focus on where you can create value.” The strategy centres on innovation and differentiation, without necessarily pursuing scale expansion.

Looking ahead 

According to Roel, the sector will continue to face volatility. Policy decisions, societal pressure and international markets will remain sources of uncertainty. “It is realistic to assume that volumes will not increase,” he says. “But that does not mean there is no future.”

For companies at this stage of the value chain, the challenge lies in carefully navigating regulation, market demand and societal expectations. “You have to accept that complexity is part of the landscape,” Roel concludes. “And then organise your business accordingly. Our organisation is constantly working to improve and renew raw materials, processes and products. Innovation is essential - and it is also what makes the work rewarding.”