Industry Leader Speaks: Wim Schaafsma, Director CIS, Royal Pas Reform

“Innovation only has real value when it enhances knowledge and sustainably improves chick quality.”

Royal Pas Reform was founded in 1919 and, more than a century later, has grown into a leading global player in hatchery technology.
Wim Schaafsma has been one of the familiar faces of the company for 36 years. With a smile, he says:
“I’m quite proud that I now know Royal Pas Reform’s products for more than half of its 106-year history… and that I’ve had the chance to help write one-third of that story myself.”

How does it feel to have been part of such a long history for 36 years?

“It’s something special. When I started, Royal Pas Reform already had a rich history, but compared to now, we were still a small company. In the 1990s, our annual turnover was roughly equivalent to what we deliver in just a few weeks today. Since then, we’ve expanded our global market share enormously. Working in those markets teaches you that technology only has real value if you can explain it. You build trust by sharing knowledge. That’s why our Academy is so important. Customers know that when Royal Pas Reform comes in, they’re not just getting machines – they’re getting insight, training, and guidance. That’s what makes you a partner, not just a supplier.”

The hatchery sector has become highly industrialized. How do you see that shift?

“When I started, there were still many small hatcheries, often building their own machines locally. That picture has changed completely. Today, hatcheries are large-scale industrial facilities, sometimes producing up to a million chicks per day. That scale-up is logical: the world’s population keeps growing, and poultry meat is gaining popularity everywhere. In many emerging markets, per capita consumption is rising from just a few kilos a year to 20 or even 30 kilos. To keep up with that growth, you need predictability and uniformity. And that requires technology that respects – and reinforces – biology.”

What role do new technologies like SmartSense™ and SmartVac play?

“SmartSense™ and SmartVac show how biology, data, and practical application come together. SmartSense™ provides real-time insight into the embryo’s needs and development. SmartVac maximizes the safety of in-ovo vaccination by precisely matching the embryo’s developmental stage and physiological needs. But innovation should never be a goal in itself—it must improve chick quality, reduce variation within flocks, support operators, and make the process more predictable. Technology should serve the hatching process, not dominate it.

At the same time, the industry has changed dramatically. Hatcheries are bigger, more advanced, and more professional, and we’ve grown along with that. But one thing has always stayed the same: our technology is developed from a deep understanding of what happens inside the egg. That was true in 1919, it was true when I started, and it remains our guiding principle today.”

You were known as a pioneer in emerging markets. How did that shape your perspective?

“For the first fifteen years, I worked mainly in the Far East—in markets that were developing at incredible speed, often from almost zero. Later, I focused on the CIS region, a hugely diverse area where we helped build modern poultry integrations literally from the ground up. Eventually, we reached a market share of over 50% there.”

Many companies compete for market share. In your view, what sets Royal Pas Reform apart?

“I believe our strength lies in three pillars:

1. Biology and technology go hand in hand. Since 1919, we’ve built on embryology research—it’s in our DNA.

2. Partnership with customers. We’re honest about what works and what doesn’t. Sometimes the best advice is not to sell something.

3. A consistent vision on single-stage incubation. We introduced it, continuously refined it, and applied it worldwide.”

How do you see the future of the hatchery industry?

“I see three major shifts coming:

1. Data-driven incubation: sensors and analysis for each flock, tray, and cycle.

2. Chick quality and uniformity as the key KPIs: not the process but the result defines value.

3. Knowledge as the key differentiator: machines can be bought, but expertise must be developed.

Global demand for high-quality protein keeps rising, and poultry holds a special position in that growth. But the key remains the same: technology must support biology.”

Finally, what has kept you motivated over 36 years?

“The people. The relationships. The sense of building something together. I’ve seen companies grow from a small pilot hatchery into world-class integrations. That still touches me deeply. And I’m proud to have written a third of Royal Pas Reform’s story—and to know that our products have been part of my life for more than half a century.”