Nijsen: A pioneer in circular animal feed production

In the world of animal feed production, Nijsen is a frontrunner in the circular economy. While others see residual streams as waste, Nijsen recognizes them as valuable raw materials. We spoke with John Geurts of Nijsen company about the company's philosophy, its collaboration with Smicon, and the future of circular animal feed.

The Origins of Nijsen’s Circular Approach

Nijsen started in 1989 with a revolutionary idea: processing food products into high-quality animal feed. This idea was born when a field service employee at a local bakery noticed significant food waste, while pig farmers were searching for an affordable and nutritionally sound alternative to traditional feed. Despite initial skepticism, Nijsen experimented with drying and mixing these residual streams, leading to an innovative and sustainable solution that not only combats food waste but also saves costs for both bakeries and farmers.

Today, Nijsen processes an impressive 2,300 different types of residual streams—from candy and pasta to chocolate and cookies. By specializing in complex waste streams, such as dough, the company differentiates itself from competitors. Nijsen’s unique logistics system, unparalleled in the compound feed industry, allows for the efficient processing of these challenging residual streams. This ensures Nijsen maintains full control and direct contact with farmers: “We are in the barn.”

With a long-term vision focused on specialization rather than expansion, Nijsen has become a leader in circular animal feed. In 2013, John Geurts took over as CEO. Although he didn’t come from the industry, his fresh perspective helped Nijsen strengthen its focus on sustainability. During brainstorming sessions, the company asked itself a crucial question: “Whose problem are we solving?” Not the farmer’s, but rather the retailer’s, who faces rising costs for disposing of waste products. This insight led to a more targeted approach to processing residual streams.

Collaboration with Smicon: Technology as a Driving Force

A key factor in Nijsen’s success is its collaboration with Smicon. Since the 1990s, Nijsen has been using Smicon machines to efficiently process packaged food products. This partnership has fostered a strong bond, allowing both companies to test and optimize new technologies together. Each year, Nijsen processes over 100,000 tons of former food products.

“The SMIMO120, shredder, grinder and screw press have helped us work more efficiently and ensure a stable end product,” says John. “Our partnership with Smicon ensures we always have access to the latest technologies, which is essential for our innovation power.”

Additionally, Smicon has contributed to improving the processing of new waste streams, enabling Nijsen to expand its product range and operate even more efficiently. This close collaboration not only benefits Nijsen’s operations but also helps make the entire supply chain more sustainable.
 

Sustainability as a Core Value

Nijsen actively works to minimize the environmental impact of its activities. By processing waste streams into high-quality animal feed, the company contributes to a more sustainable food chain. A great example of this is its partnership with Kipster, an innovative poultry farm that uses fully circular feed. When Kipster expanded to the U.S., Nijsen helped source local waste streams there as well.

John emphasizes the importance of knowledge and innovation in the future of circular animal feed: “The battle for waste streams has already begun in Western Europe. There’s almost nothing left ‘just lying around.’ The demand for energy is increasing, but according to the Lansink’s Ladder waste hierarchy, that’s a low-value solution. Ideally, waste streams should be returned to the food chain, and that’s exactly where our expertise lies.”
 

Market Position & Future Vision

To strengthen its market position, Nijsen Granico rebranded as Nijsen company in 2022. This reflects the diverse target audiences the company serves. The concept of ‘Nijsen’s Roundabout’ symbolizes the many directions the company is developing while keeping its core principle—delivering a stable and consistent product—at the center.

The demand for circular animal feed is growing, and Nijsen is responding by investing in new technologies and partnerships. Initiatives like sponsoring the Slow Food Youth Movement and food waste reduction projects, such as the Kliekdiner, show that Nijsen is not only pursuing economic success but also taking social responsibility seriously.  

Company Culture & Inspiration

What makes working at Nijsen so special? According to John, it’s the dedication of the employees: “It’s a family business where everyone takes responsibility and dares to experiment with new ideas. We encourage open thinking and foster creativity by sending colleagues to events like Dutch Design Week. Inspiration doesn’t come only from within our sector but from a variety of fields.”

His personal drive? “I prefer asking questions rather than giving answers.” One of his guiding principles is: “Where opinion begins, observation ends.” This open-minded approach ensures that Nijsen continues to explore and innovate..

Conclusion

Nijsen proves that circular entrepreneurship is not only sustainable but also economically viable. With a strong vision, innovative technologies, and partners like Smicon, the company remains at the forefront of the animal feed industry. Want to learn more about how Smicon’s technology contributes to a more sustainable food chain? Contact us today!