Three questions for Stefanie Gschwandner, Head of Marketing Biosecurity Solutions, BU MPP:
Between Farm and Figures
Bird flu is currently making headlines worldwide: in Germany, over a million animals have had to be culled since October, and in the USA, the virus is even spreading to dairy cows. What does this mean for sales of our disinfectants in animal husbandry? Stefanie Gschwandner explains.
Ms. Gschwandner, farmers in many regions are currently experiencing challenging times. Is this a sustainable driver for our business?
Stefanie Gschwandner: Contrary to what one might think, probably not. Massive outbreaks such as the one currently occurring in Germany tend to be detrimental to our business in the medium term. Farmers have to slaughter animals, stables are empty—disinfection cycles are no longer necessary, and with falling incomes, price pressure is growing. We see higher demand as long as there is a latent threat exclusively from wild animals: animal husbandry continues, farmers are vigilant and consistently invest in biosecurity—and we have good sales arguments.
How do you keep track of viruses, waves, and variants?
Our technical marketing department has a global team of veterinarians who monitor and evaluate disease waves in livestock worldwide. They analyze where outbreaks occur and how viruses spread. Based on this, we adjust our inventories regionally – for example, we built up targeted stocks in the US in the summer so that we could deliver immediately when the peak hit. Speed is crucial: if you're not available, you lose customers. That's why we also offer a wide range of products – from premium solutions such as Virkon S® and TH4® to our own brands. This allows us to remain competitive in all market phases without weakening the pricing of our premium brands.
Many disinfectants promise protection – why do farmers rely on LANXESS?
Because they are reliably effective against all relevant virus variants. Another major advantage is their extremely short exposure time: just a few seconds are enough, for example when disinfecting shoes. In addition to product quality, we focus on communication: our app keeps farmers informed about the latest developments at an early stage and provides practical tips – for example, on correct use at low temperatures. This allows us to remain visible even when there is no crisis – and build lasting trust.
What can we do to prevent animal diseases?
Even small things help: Disposing of trash properly at rest stops, not feeding or touching wild or farm animals—these are ways to prevent transmission. Birdhouses should also be cleaned regularly to prevent pathogens from accumulating. Biosecurity starts small—and ultimately affects us all.