In-Ovo Sexing was an Unofficial Theme of IPPE 2024

Last week, Innovate Animal Ag exhibited at the 2024 International Production & Processing Expo in Atlanta, Georgia. This IPPE was the largest poultry trade event ever held with over 1,400 exhibitors and 31,000 attendees from over 130 countries. One of the most surprising parts of the event was the amount of discussion of in-ovo sexing. We heard from multiple people that the new technology seemed to be an unofficial theme of the conference.

For the first time ever, an in-ovo sexing technology company, Respeggt, exhibited at the conference and presented at one of the conference’s tech talks. Innovate Animal Ag also spotted delegates from the European technology companies Orbem, In Ovo, and Omegga deep in conversation on the trade show floor with egg producers, food service, and hatcheries. A steady stream of stakeholders from across the industry also stopped by our booth to learn more about the technology. 

In-ovo sexing is currently only available in Europe, where it comprises over 15% of the market. We've previously argued that there's a compelling business opportunity to begin selling in the US as well, targeted towards upmarket consumers who would gladly pay the premium the technology currently commands. The strong showing from European in-ovo sexing companies at this American conference seemed to start making this concrete for American producers. Egg producers and retailers are now faced with the question of how this new trend will affect their business, and what their strategy should be. It remains to be seen how exactly in-ovo sexing will enter the US market, and which players will be involved. What's clear is that there will be a finite window of time where use of this technology will be a true differentiator for brands, enabling higher margins across the supply chain.

Conversations about in-ovo sexing are set to continue past IPPE. The International Egg Commission is planning to devote 1 of its 8 conference sessions to in-ovo sexing at its Edinburgh conference in April, with the economist Peter Van Horne giving a lecture on the state of the technology.  It’s clear that in-ovo sexing will remain top of mind for egg industry stakeholders in 2024.