At VIV Europe 2026 in Utrecht, Roxell showcased its strategic direction under its new Managing Director, Steven Gunst, who joined the global poultry equipment company in September 2025. In conversation with aviNews, Gunst reflected on his first months leading the Belgian-based company and outlined the priorities shaping Roxell’s future.
According to Gunst, the initial phase in his role has been marked by strong global engagement with distributors and partners
Roxell operates through a worldwide network with headquarters in Belgium and additional facilities in the United States, Malaysia, and the Netherlands. This international footprint has reinforced the company’s reputation as a trusted supplier of poultry feeding, drinking, nesting, ventilation, and heating systems.
- One of the key strengths he highlighted is the company’s strong foundation and established market presence.
- However, he also emphasized the need to modernize operations to further strengthen performance and customer satisfaction.
Roxell is focusing on operational excellence
In the short term, Roxell is focusing on operational excellence. This includes improving delivery speed, enhancing customer service, and increasing overall efficiency across its global operations. Strengthening responsiveness and reliability is seen as a key step in further supporting distributors and end customers.
- Alongside operational improvements, commercial growth remains a priority, with continued efforts to expand market reach and reinforce existing partnerships.
Looking further ahead, innovation is at the core of Roxell’s long-term strategy. The company’s vision, according to Gunst, is centered on “leadership through innovation,” ensuring that product development continues to meet the evolving needs of the poultry industry.
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This innovation focus is driven by several major industry challenges
The poultry sector is evolving rapidly, with increasing pressure to improve production efficiency while also addressing a global shortage of skilled technical labor. As a result, equipment must become easier to install, more robust, and require less maintenance to support on-farm operations.
Another key priority is digitalization. Roxell sees growing value in leveraging data and connected systems to support poultry producers and integrators. By combining operational data and advanced analytics, producers can gain better insights into farm performance and make more informed management decisions.
According to Gunst, this integration of innovation, simplicity, and digital intelligence will be essential in helping the poultry industry improve efficiency and productivity in the years ahead.
As Roxell continues to expand its global presence, the company aims to strengthen its role as a technology-driven partner for poultry producers worldwide.