New Hope For BangladeshElevating agro to match global benchmark

The company employs 50 Chinese and over 700 local employees, contributing to the local economy and fostering cross-cultural collaboration

New Hope Bangladesh, a key player in the country’s agricultural sector, is setting higher standards in product management and control, surpassing some local benchmarks.

Despite the rapid development in Bangladesh, New Hope Group follows stringent internal requirements and management systems from China, ensuring that their products exceed local standards and align with international norms.

In an exclusive interview to the Daily Sun, He Quan Shui, president of Bangladesh, Nepal and Sri Lanka regions for New Hope Liuhe, shared insights into the company’s success and outlined ambitious plans for the future.

Founded in 2006, New Hope has become an integral part of Bangladesh’s economic landscape, with four thriving companies contributing to the nation’s development, he mentioned.

Quanshui expressed deep gratitude for the support received from the government, embassy, and local communities, attributing the company’s success to advanced management methods.

New Hope’s current production capacity of 400,000 metric tonnes of feed per year and 40 million chicken birds annually has garnered widespread recognition for quality, he said, adding that the company emphasises continuous improvement, investing in employee training and sending personnel to China for EMBA courses.

Quanshui highlighted New Hope’s commitment to social responsibility, citing donations of medical devices, masks, and medicines during the COVID-19 period.

The company is also collaborating with the Asian Development Bank to train local female farmers, showcasing its dedication to community development, he added.

However, Quanshui identified challenges, including the need for increased investment in breeding to address disease prevention and management. Additionally, currency-related hurdles and financial support for struggling farmers pose ongoing obstacles.

Despite challenges, New Hope remains committed to Bangladesh’s growth. Quanshui stressed the company’s adherence to local laws and regulations, showcasing a dedication to long-term development and recognition by the people.

In terms of product quality, New Hope sets high standards, employing advanced production equipment and scientific management systems from China, he said, adding that the company’s differentiation lies in its emphasis on technology, equipment, management, efficiency, and customer service.

Quanshui, who has called Bangladesh home for 15 years, expressed satisfaction with the country’s overall development.

He praised Bangladesh’s consistent GDP growth and efficient government support, indicating an optimistic outlook for the nation’s future.

Looking ahead, New Hope has outlined a comprehensive three-year plan, focusing on strengthening the feed business, expanding DOC (Day Old Chicken) production, venturing into breeding, and exploring meat processing, he said, adding the company aims to be a driving force in Bangladesh’s animal husbandry industry, contributing to the nation’s progress and well-being.

Siyuan Li, head of Admin and HR at New Hope Bangladesh, highlighted the company’s remarkable journey since its establishment in 2006. Initially, the first investment by New Hope Liuhe, it has evolved into a formidable group of six companies spanning Bangladesh, Nepal, and Sri Lanka.

“New Hope Bangladesh’s ventures include feed production, boasting a current capacity of 480,000 MT with a utilisation rate of 53.26%. The company operates three feed mills – New Hope Feed Mill Bangladesh Ltd, New Hope Agrotech Bangladesh Ltd, and New Hope Animal Nutrition Bangladesh Co Ltd. Additionally, there are two hatchery farms and five breeder farms under New Hope Farms Bangladesh Ltd, along with a trading company, Xinhe International Trade Ltd,” he mentioned.

With a significant presence, the company employs 50 Chinese and over 700 local employees, contributing to the local economy and fostering cross-cultural collaboration, he mentioned.

Siyuan Li emphasised New Hope Bangladesh’s commitment to continuous innovation, focusing on product formulas and maintaining a steadfast dedication to product quality. The safety and quality of its feed and Day-Old Chicks (DOC) products have set benchmarks in Bangladesh’s agricultural sector, driving overall quality improvement, he added.

The company embraces the aim of “Profiting the farmers and benefitting the consumers,” manifesting in every aspect of its operations, from product development to consumer satisfaction, he said.

“Looking ahead, New Hope Bangladesh aims to collaborate with local meat and food industries. Plans include introducing the Meihao food brand to Bangladesh and establishing a comprehensive meat and food company, reflecting a commitment to fostering an integrated industry chain for sustainable business development,” said Siyuan Li.

New Hope Bangladesh has played a pivotal role in elevating industry standards and skill development, he said, adding that, the company has trained numerous agricultural professionals in the country, furthering its commitment to industry excellence.

As New Hope Bangladesh continues its journey of growth and collaboration, its efforts in quality, safety, and comprehensive industry engagement are poised to shape the trajectory of the agricultural landscape in Bangladesh, he said.

Success Stories: A Tale of Growth, Partnership, and Progress

Mostafizur Rahman, the proud owner of Rafin Polti Farm, shared his success story. Having taken dealership from New Hope twenty years ago, Mostafizur has witnessed remarkable growth.

With almost 200 tonnes of product sales per month, his farm, housing forty thousand chickens, stands as a testament to the quality and benefits of New Hope products. Mostafizur expresses gratitude to the Chinese company for its continuous support and wishes for its ongoing success.

Rashed Kabir, a dealer covering the Trishal zone, shares his positive experience with media. The commitment and quality of New Hope’s fish feed have not only benefitted dealers like Rashed but have also contributed to the success of fish farmers. The company’s support in modern fish farming techniques, along with competitive pricing, has created a win-win situation for dealers and farmers alike. Rashed appreciates the continuous support from New Hope and highlights the company’s significant impact on the market.

In a significant stride towards advancing animal health in Bangladesh, Dr Rabeya Sultana Soma is at the helm of New Hope Company’s first private-sector lab dedicated to diagnosing poultry diseases. The lab, equipped with two doctors and a lab assistant, specialises in the detection of various diseases, with a primary focus on bacterial and viral infections.

Dr Soma emphasizes the positive impact of the lab, providing essential services to marginal farmers. Through timely diagnosis, farmers gain insights into disease prevalence, enabling them to take prompt action, ultimately leading to increased productivity.

These success stories reflect the enduring partnership between New Hope and individuals in Bangladesh, showcasing the company’s commitment to quality, support, and knowledge-sharing in the agricultural and poultry sectors.

Established in 1998 and listed on the Shenzhen Stock Exchange on 11 March 1998, New Hope Liuhe Company Limited is a dynamic enterprise rooted in the agriculture and animal husbandry industry. The company places a strong emphasis on steady development across various sectors, including feed production, breeding, meat products, financial investment, and trade. Its expansive business footprint extends throughout China and spans nearly 20 countries, including Vietnam, Philippines, Bangladesh, Indonesia, Cambodia, Sri Lanka, Singapore, Egypt, among others.

The company underwent agricultural and animal husbandry assets reorganisation, securing approval from the China Securities Regulatory Commission, marking a pivotal moment in its growth trajectory.

In 2018, New Hope Liuhe achieved a commendable sales revenue of RMB69.1 billion. The company boasts a vast network of over 500 subsidiaries and a dedicated workforce of 62,000 employees.

Recognised for its substantial contributions, New Hope Liuhe secured the 126th position among the Fortune 500 Chinese companies in 2018.

The company holds the esteemed status of being a co-vice chairman unit of the China Council of the Global Food Safety Initiative (GFSI). Liu Chang, chairman of New Hope Liuhe Company Limited, serves as a board member of the Global Food Safety Initiative.