Peak Performance: Hendrix Genetics’ Hatchery Transformation

Hendrix Genetics hits record <1% male-in-hatch with Orbem’s Genus Focus.

Sept 23, 2025

Brüterei Bad Bentheim Hendrix Genetics Genus Focus

The Problem: An urgent need meets a risky asset

The combination of a new German law to end chick culling and changing market demands created a significant challenge for Hendrix Genetics Layers in Germany. With the ban on chick culling in effect, the company also needed to meet the growing demand for “5D” eggs, which requires a 100% domestic supply chain. These two factors transformed a German broiler hatchery from a simple facility into the center of in-ovo sexing to satisfy regulators and customers while also committing to excellence in production.

Having previously implemented the Genus Focus for in-ovo sexing in France, Hendrix Genetics again opted for the non-invasive technology supplied by German deep tech company Orbem and its automation partner, the Vencomatic Group. However, to be able to implement the system at the hatchery in the first place, the building needed repurposing and a lot of work.

“The building was in poor overall condition,” says Hubertus Schulze Heiling, location manager of Hendrix Genetics Layers Deutschland. “The machines were up to 35 years old, the floors and pipes were worn out, the electricity was outdated, and there wasn’t even a fresh air supply. Our single biggest concern was whether we could reestablish the high hygiene standards needed to deliver the quality our customers expect. To be honest, we also worried about keeping our team together through such a difficult project. You could end up with a beautiful hatchery but no one left to run it.”

Despite the risks, the site had two key advantages: all necessary permits were in place, and an experienced hatchery team was available. The decision was made to repurpose, not rebuild—a path that required a partner with exceptional technical and operational expertise.

The Road to a Solution – A Partnership Forged in Planning

The Hendrix Genetics Layers Deutschland* team knew their success depended on more than just technology; it required a partner who understood the deep complexities of hatchery workflow and infrastructure. To optimize workflow design, ensure a smooth installation process, and guarantee maximum system reliability, the Orbem team, in partnership with the Vencomatic Group, was involved intensely in the repurposing of the hatchery building.

The joint site preparation process began with an intensive two-month planning phase. “The first two months were the most challenging,” Hubertus Schulze Heiling notes. “Orbem operates with very high technical standards that were unfamiliar to our local staff. But communication was frequent and transparent. Any issue was addressed and resolved quickly as a team.”

During the initial site audit, Orbem and Hendrix Genetics Layers Deutschland’s teams jointly identified the most critical infrastructural hurdles that would have to be addressed:

1. Flooring: The existing floors were non-level and in poor condition, unsuitable for high-tech equipment and hygiene protocols.
2. Cooling System: The water quality and temperature were inadequate for all new hatchery equipment, including the Genus Focus.
3. IT & Space: The IT connectivity was not robust enough, and the physical space had to be completely reconfigured to meet the system’s needs.

“The Orbem team was really thinking along with us,” Hubertus Schulze Heiling recalls. “When the magnet arrived from the manufacturer earlier than expected, Orbem quickly organized an external cooling solution. This was critical in allowing us to bring the system into operation sooner and keep the entire project on its timeline.”

The Road to a Solution – A Partnership Forged in Planning

The collaboration went beyond a simple installation to become a complete operational redesign. Orbem specified the necessary requirements, and both teams executed the steps to fulfill them.

Intelligent Workflow Co-Design: Orbem’s technical team collaborated with Hendrix Genetics to map out the entire process. “The requirements, especially regarding space, led to significant changes in our spatial planning,” explains the Hendrix Genetics team. “As a result, some areas are now being used in a better and more efficient way than we originally planned.”
Flexible, solution-oriented thinking: To ensure production could start on time and to make the project a full success, the Orbem team handled unforeseen events and shifts in delivery timelines with a solution-oriented approach, e.g. by organizing a mobile cooling chiller.
An “Aha!” Moment in Reliability and Efficiency: A key suggestion from Orbem addressed a major operational risk. “The biggest ‘aha’ moment was related to the cooling water supply,” says the Hendrix Genetics team. “Until then, we had only relied on an internal cooling system. Based on Orbem’s suggestion, we implemented an additional option that uses city water for cooling in case of a power outage. This backup system provides incredible peace of mind.” Not only does the backup cooler installed with Orbem’s support provide crucial operational security and peace of mind against unforeseen power failures, but it does so with remarkable efficiency. The energy consumption amounts to a tiny portion of the hatchery’s total cost per day-old chick, making it a high-value, low-cost insurance policy for their most critical assets.
Engaging the Team: Overcoming initial staff skepticism was crucial. “It’s human nature to be hesitant about new things,” Stefan admits. “We took our team to see other in-ovo sexing implementations. They saw with their own eyes that the automation that comes with the Genus Focus is a huge benefit, and it created real enthusiasm for the project.”

Results & Benefits – Performance That Speaks for Itself

Today, the repurposed facility is a model of efficiency and quality, delivering results that have exceeded all expectations.

Throughput: In just one year of operation, throughput has increased significantly to 3,200 eggs per module per hour (9,600 eggs/h using 3 modules). This achievement is attributable to continuous system updates (owed to the nature of AI-powered MRI), to process improvements, and to ongoing collaboration with the hatchery.

World-Class Accuracy: The Genus Focus has delivered exceptional precision, with an average of less than 1% males in hatch in July 2025.

Record-Breaking Hatch Rates: Demonstrating the AI-powered nature of the technology, the hatch rate of female eggs has steadily increased from an initial 91.8% (likely due to new processes just after hatchery opening) to a monthly average of 95.7% in July, with individual batches achieving new records of up to 98.4%. While hatchability is certainly linked to a multitude of factors, particularly at the ramp-up of a new hatchery, the continuous system improvements (such as faster scanning speed) of the Genus Focus are a paramount factor in this achievement.

Optimized Labor: No new staff were needed. Instead, employees were reallocated from monitoring incubators (of which fewer are needed now) to operating the new, user-friendly Genus Focus system. “Today, the staff enjoy working with the machine,” adds Hubertus Schulze Heiling.

“Orbem provides a reliable system for in-ovo sexing that offers additional advantages,” advises Hubertus Schulze Heiling. “First, it is a non-invasive method that, in my experience, has little to no impact on hatchability or chick health. Second, the system is continuously updated, making it faster and more efficient over time. It also works reliably for both brown and white layer genetics and is fully scalable. The Genus Focus is modular, which means it can be expanded as needed, allowing us to adapt to different production volumes.”

Hubertus Schulze-Heiling

Operational Manager Brüterei Bad Bentheim GmbH

And
Ready to see how a strategic partnership can transform your operations? Contact Orbem today to discuss how we can tailor a solution to your unique facility and business.

Since July 1, 2025, the hatchery has operated under the name Brüterei Bad Bentheim GmbH, following a strategic partnership with Het Anker and ab ovo. This collaboration aims to fully utilize the hatchery’s capacity and advanced technology to meet the growing demand for Hendrix Genetics Layer breeds in the German market.

About us

Based in Munich, Orbem is a deep-tech company developing AI-powered MRI technology to build a more sustainable and ethical global food chain. Our first commercial product, the Genus Focus, brings this technology to the poultry industry for non-invasive in-ovo sexing. In tight collaboration with our automation partner, the Vencomatic Group, we provide a fully automated cutting-edge solution that provides producers with unprecedented insights, completely non-invasively and at high speeds.