Hubbard introduces Efficiency Plus broiler line in Pakistan through Noor Poultry partnership
Company also expands Grandparent breeding capacity in Brazil with a US$11.4 million investment.
PAKISTAN – Global poultry breeding company Hubbard has announced plans to introduce its Efficiency Plus broiler line to the Pakistani market through a distribution partnership with Noor Poultry Pvt. Ltd., with the aim of supplying Parent Stock to domestic producers.
The arrangement follows Hubbard’s appointment of Noor Poultry as its official distributor in October 2025, a move designed to increase the availability of breeding birds in Pakistan while supporting broiler production with genetics developed for feed efficiency and consistent growth.
During a seminar organized to introduce the collaboration, Hubbard’s Pakistan Country Manager, Naeem Tariq, said the company has maintained a long presence in the country’s broiler industry and intends to work with local partners to establish reliable Parent Stock production.
He explained that producing breeding birds within Pakistan would allow farmers to access stock suited to their production systems while reducing reliance on imported supply chains.
Hubbard’s Global Sales Director, Bruno Briand, said the Efficiency Plus line has been adopted by producers in multiple markets since its introduction in 2019, with many farms selecting the birds for their feed conversion characteristics and predictable growth.
Performance data and regional trials
In addition, Hubbard Global Technical Director Roberto Yamawaki presented performance data from 46 million Parent Stock birds raised in more than 40 countries, indicating consistent breeder productivity and broiler growth across different production conditions.
Regional technical manager for Asia, Ehsanul Kabir Mosru, said evaluation trials conducted across South Asia have shown that the breed maintains stable performance even in demanding climate and management environments.
Meanwhile, Noor Poultry executives outlined plans to construct Grandparent farms and hatchery infrastructure designed to meet biosecurity requirements, with Chief Operating Officer Sohail Ahmad describing the facilities as part of the company’s expansion strategy while Head of GP Operations Mohammad Shoaib detailed the proposed farm layouts and operational systems.
Expansion investment in Brazil
Earlier in the week, Hubbard also announced a separate US$11.4 million investment to expand its Grandparent breeding operation in Luziânia to meet increasing demand for the Efficiency Plus breed in the Brazilian market.
The company said the expansion follows a year in which commercial farm results confirmed trial outcomes, with producers reporting steady chick output together with lower feed consumption.
According to Hubbard Brazil General Manager Carlos Antônio Costa, breeding developments must align with the realities of daily farm management, where feed efficiency, flock welfare, and consistent broiler performance remain key factors.
He added that feed use efficiency is increasingly important for poultry farms in Brazil and across South America because improvements in feed conversion can reduce land use for crop production and lower emissions linked to feed cultivation.
Costa said increasing breeding capacity in Goiás is intended to ensure a dependable supply of birds to local poultry farms while supporting continued production of chicken meat as a widely consumed protein source.
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