Genus Focus: Contacless In-Ovo Sexing Arrives in Norway

Sirevåg Hatchery will be able to offer a non-invasive solution by the beginning of 2025.

Jul 4, 2024

A&A Salte Kyllingoppdrett AS, Fiskå Mølle AS, and Felleskjøpet Rogaland Agder SA are collaborating to build a new hatchery in Sirevåg through Sirevåg Rugeri AS. The facilities will be operational by the beginning of 2025. Thanks to the installation of the AI-powered Genus Focus technology, the hatchery will be able to offer a non-invasive solution for chicken sexing prior to hatching.

“We are very pleased to have agreed with Orbem and the Vencomatic Group to deliver a solution for in-ovo sexing for our new hatchery. This will contribute to more sustainable egg production, replacing the culling of day-old male chicks with eggs sexed during the hatching process,” highlights Andreas Salte, CEO of Sirevåg Rugeri AS.

The system soon to be installed by Sirevåg Hatchery was developed by the Munich-based company Orbem. Their in-ovo sexing solution is based on MRI scanning and image analysis of the egg, a process that is supported by artificial intelligence. Together with the Vencomatic Group, an automation expert in the poultry industry, Orbem offers the Genus Focus, a contactless in-ovo sexing solution for all breeds requiring only one operator.

“We have long followed the technological development of sexing of the hatching egg, and the Genus Focus has had an impressive development over the past few years. Many in the egg industry welcome this technology. We really look forward to being able to offer this solution for in-ovo sexing to our customers,” says Andreas Salte.

The revolutionary AI-powered imaging technology paves the way for non-invasive egg classification. Orbem’s CEO Pedro Gómez remarks: “It is the technology of the future — and it’s here to stay.” Beyond in-ovo sexing, the combination of MRI and AI addresses other challenges requiring non-invasive classification, such as detecting egg fertilization status and phenotyping. The team is excited about the technology’s impact on sustainability and efficiency in the poultry industry. Its transformative potential for in-ovo sexing and future applications will become increasingly evident in the coming years.

About the hatchery

A brand new and state-of-the-art hatchery located in the southwest of Norway. Together with AA Salte, Felleskjøpet, Fiskå, Petersime, Vencomatic Group, and Orbem, they are building the hatchery for the future. Sirevåg hatchery offers day-old Dekalb and Isa brown to the Norwegian market.

Sirevåg Hatchery

Orbem’s customer for in-ovo sexing
in Sirevåg, Norway

About Orbem

At Orbem, we unleash AI-powered imaging for everything and everyone, transforming the poultry industry. Our contactless egg classification and analytics for all breeds enable data-driven decisions that optimize production, delivering value through non-invasive in-ovo sexing and beyond.

About Vencomatic Group

At Vencomatic Group, we have a 40-year legacy of providing innovative solutions along the entire Egg Way. Our commitment remains strong as we harmonize our values concerning animal welfare, sustainability, automation, and operational excellence to address the evolving demands of the global poultry industry.