More than Bulk: The Future of Animal Nutrition
Interview with Heinz Schuster, Managing Director of Trouw Nutrition Deutschland GmbH
Whether it's young animal feed or additives for cattle, pigs, and poultry – Trouw Nutrition Deutschland GmbH is one of the leading specialists for innovative, sustainable animal nutrition. As part of the internationally operating Nutreco group, the company not only offers products but also provides expert consulting, analytics, and longstanding partnerships. In the interview, Managing Director Heinz Schuster explains how the company is addressing market upheavals – with conviction, research, and a belief in real cycles.
Wirtschaftsforum: Mr. Schuster, your company has been active in animal nutrition for over 70 years. How has Trouw Nutrition Deutschland GmbH developed during this time - and where are you today?
Heinz Schuster: The German organization was founded in 1954 as A. Trouw GmbH. Today, we are part of the Nutreco group, which belongs to the Dutch SHV Holding - one of the largest private companies in Europe. Our headquarters is in Burgheim near Ingolstadt, and we also have a sales office in Diepholz. Currently, we employ 207 staff members in the DACH region. We specialize in young animal feed for calves and piglets, as well as supplements and additives for cattle, pigs, and poultry - focusing on agriculture and the feed industry.
Wirtschaftsforum: How is Trouw Nutrition organized?
Heinz Schuster: Since the beginning of 2024, we have been working within a matrix structure – central control for Europe and Central Asia, such as in marketing or product development. This ensures strategically coordinated communication, initiatives, and processes.
Germany is responsible for sales in the DACH region, but operationally integrated into the European system. Publications or marketing measures are managed by our central specialized department.
Wirtschaftsforum: What role do research and sustainability play in your company?
Heinz Schuster: A central one. Nutreco employs about 250 scientists at eleven research locations worldwide. We develop more efficient, sustainable feed concepts. Sustainability is not a buzzword for us, but a clear mandate – from the corporation, from the owning family, and from a personal conviction. We see it as our task to close cycles and make better use of local resources – for a sustainable future in animal nutrition.
Wirtschaftsforum: How do you see the appreciation for food in Europe - and what do you think needs to change?
Heinz Schuster: In Europe - especially in the West - food is readily available and cheap. This leads to it often being underappreciated. I believe that only real scarcity can bring about a change in thinking. Political programs or marketing campaigns have so far changed little. The upstream feed production is given too little attention in Europe - unlike in many other regions of the world.
Wirtschaftsforum: You have been with the company for over 30 years – what personally motivates you?
Heinz Schuster: I have been able to continuously develop and never felt the need to change. Today, I am the Managing Director and Business Director for the beef sector – responsible both strategically and operationally. I am convinced: Only those who are passionate themselves can inspire others. I try to pass on this enthusiasm – authentically and with conviction.
Wirtschaftsforum: What recent initiatives have you undertaken – especially with regard to the transformation within the group?
Heinz Schuster: The shift from national structures to European-controlled units changes a lot – work methods, processes, responsibilities. We are in a three-year transformation phase and are well on track. Not everything is perfect yet, but the progress is clearly visible.
Wirtschaftsforum: What challenges do you currently see in your industry?
Heinz Schuster: The market is shrinking. Over the past three years, the volume of mixed feed in Germany has decreased by over 8%. Cattle and pigs are particularly affected, while poultry remains stable. Our response: intensive customer partnerships, research, innovation, and genuine sustainability. A central theme is the circular economy: We support farmers in using self-produced feed from grassland or high-quality by-products from food manufacturing (for example, skimmed milk powder) more purposefully and supplementing additives sensibly – instead of relying on imported raw proteins like soybean meal from overseas. This saves costs, protects the environment, and strengthens regional value creation.
Wirtschaftsforum: What is your vision for the future?
Heinz Schuster: We intend to consistently continue on our path – across all species. In the cattle sector, we are already very successful, and we are also well-positioned in the pig sector, while there is still potential in poultry. Our goal is sustainable growth: If we increase by a few percent annually while the market declines, a clear advantage is created over the long term. We see sustainability, animal welfare, and environmental protection not as contradictions, but as a common direction that determines our daily actions.