Roel Ebbinge - Managing Director, Noblesse Proteins
From waste product to valuable ingredient. It has been the secret of the rendering industry for centuries. In Wijster, Noblesse Proteins has perfected this art. Their state-of-the-art factory is the most efficient and sustainable in Europe, ready for the next leap in innovation.
Roel Ebbinge - Managing Director
The biggest names in the European pet food industry and prominent feed companies in the Netherlands and Europe rely on Noblesse Proteins for their high-quality proteins and fats. The range includes poultry meal, feather meal, poultry fat, poultry blood meal, and a highly digestible liquid protein, sourced from category 3 slaughter by-products of leading Dutch poultry slaughterhouses.
Roel, your first 90 days at Noblesse are over. How are things going?
"That's right, I've been part of Noblesse since August 2024. My career started in the production and sales of meat and food products, later I discovered the world of by-products. I found that fascinating: adding value to waste streams, a crucial step in the chain. I was already familiar with Noblesse from my time working for a competitor abroad, and I always admired their unique approach. When I was offered the opportunity to work here, I followed my instincts and made the choice."
What makes Noblesse's business model so special?
"Our shareholders are the five leading poultry companies in the Netherlands. This gives us a solid foundation. We process their waste streams into high-quality proteins and fats. Our factory is located right next to waste processor Attero, which provides us with sustainable energy. This allows us to work extremely efficiently and sustainably. Our footprint is truly a selling point for Noblesse and globally unique. This can also be seen in the sustainability report on our website."
And your market position?
"We are the market leader in the Netherlands and process 80 percent of chicken by-products. Our products reach customers worldwide, with Europe as the main market. Customers in pet food, animal feed, aquafeed, and biofuels appreciate our focus on chicken, which provides high quality and reliability. Some even pay a premium for Noblesse products. My dream? Noblesse Inside, worldwide."
What are your plans to further develop Noblesse?
"After a period of rebuilding (after the fire) and stability, it is now time for the next step: from commodity products to more specialties. We want to develop products with higher added value and higher margins. That's why we are appointing an Innovation/R&D Manager who understands innovation processes, knows our industry, and together with colleagues and knowledge partners discovers new opportunities. Our raw materials offer so much potential that we have not fully tapped into."
So there is more to be gained. What can you tell us about that?
"I believe we can climb higher on the value ladder. By using new technologies and smart combinations, we can develop products that go beyond what we currently offer. This means we are also looking at other industries and global megatrends. Over the past 20 years, I have gathered a wealth of ideas and knowledge. I see a huge market full of opportunities and can't wait to concretely shape our innovation strategy."
What developments do you notice?
“There is a clear trend in which side streams play a central role in business strategies. Reuse and upcycling are becoming increasingly important; exactly the business we are in. Also, in the dynamics of society, it is important that we deal sustainably with scarcity.”
In 2023, you made significant investments in automating production processes. How is that progressing now?
“We continue to improve. Soon, two fully automated lines will start, making our processes more efficient. Additionally, we are investing in energy-saving measures such as smart production cycles, and most likely operators and managers will soon have real-time insights through visualization systems. This makes process management easier and promotes ownership, trust, and engagement.”
That sounds like an entrepreneurial work environment.
“Indeed, we are an entrepreneurial organization where taking initiative is valued. Everyone here has the opportunity to contribute ideas. Doors are always open, and the atmosphere is transparent and collegial. This makes working here pleasant and effective. You really feel that we are in it together, with a clear purpose.”
How does Noblesse create an environment where employees can excel?
“Our people are our most important asset. That's why we invest heavily in education and personal growth. We are a learning organization, which allows us to continuously raise the level. Ultimately, our success depends on the strength of our team. Trust is the foundation. My strong intrinsic motivation to bring out the best with passion and planning is something I see in many of my colleagues as well.”
What makes you proud of Noblesse?
“I have a huge passion for this industry and feel completely at home in this business. Noblesse Proteins is relevant on so many levels: for the poultry slaughterhouses that bring their by-products to us, for our shareholders, for our customers, and for our role in the value chain and the world. We Value Poultry. That makes me proud.”
Ready to take the next step? Contact us.
Photographer: Rutger Bronts - Ringfoto de Boer
[Published: November 2024]
