Cargill Animal Nutrition and Provimi unveil PROMOTE™, a new brand for feed additives


Cargill Animal Nutrition and Provimi unveil PROMOTE™, a new brand for feed additives

Comprehensive product line is designed to help animal producers enhance performance, improve animal welfare and better adapt to tomorrow’s consumer

Cargill Animal Nutrition, through its Provimi business, today introduced PROMOTE™, a new global brand and line of feed additives designed to help bring to animal producers, feed manufacturers and retailers the industry’s most innovative and impactful feed-additive solutions. Feed additives play an increasingly important role in animal nutrition as livestock producers seek new ways to enhance performance, improve feed conversion and address changing consumer demands. PROMOTE™ is a significant step forward in Cargill Animal Nutrition’s commitment to serve customers as a trusted advisor and source of innovation. Cargill’s Provimi business will globally roll out PROMOTE™ in the coming months.

“The combination of an expanding emerging-market middle class – which demands more protein-rich diets – along with growing consumer sensitivity toward feed inputs and animal welfare, is putting new pressure on animal producers to boost performance and do so in more sustainable ways,” said Gilles Houdart, marketing director of Additives for Cargill Animal Nutrition. “Our customers’ success is critical to our goal of meeting the nutritional demands of a growing world. PROMOTE™ is our platform for developing, sourcing, testing and bringing to market highly consistent feed-additive solutions and helping our customers succeed in a fast-growing, highly dynamic market.”

Product Line

Benefit categories and specific products included in the PROMOTE™ line of additives include:

  • Essential-oil and organic acid-based products for monogastrics designed to promote growth and gut health – Biacid™, Provimax™, Cinergy™, Prohacid™.
  • The new exclusive poultry performance-enhancing additive, Aloapur®, in collaboration with Purac Corbion.
  • Amaferm®, the digestibility enhancer for ruminants (offered in Europe, Middle East and South America).
  • Proviox®, a natural antioxidant for the animal.
  • Notox™, a broad range of products and services dedicated to mycotoxin prevention (not available in the U.S. or Canada).
  • PROMOTE™ forage preservatives are offered in selected countries to protect dairy and beef producers’ nutrient investments.

A differentiating aspect of PROMOTE™ will be Cargill Animal Nutrition’s approach to product development. The brand will focus on bringing to market the most promising additive technologies, whether they are internally developed or sourced from external partners. “We see PROMOTE™ as a catalyst for accelerating the growth in additives by commercializing best-in-class technologies,” says Houdart. “Our goal is to deliver a product platform that our customers can fully trust.”

PROMOTE™ benefits from Cargill and Provimi’s respective leadership in animal-nutrition research and feed-additives development, and will help provide customers with greater certainty in product application. “Customers tell us that they want more consistent, more reliable products that they can trust, with strong technical files, either through the premix or directly into the feed,” added Houdart. “Cargill Animal Nutrition’s R&D and nutritional excellence puts us in a unique position to be that trusted partner.”

About Cargill
Cargill provides food, agriculture, financial and industrial products and services to the world. Together with farmers, customers, governments and communities, we help people thrive by applying our insights and nearly 150 years of experience. We have 142,000 employees in 67 countries who are committed to feeding the world in a responsible way, reducing environmental impact and improving the communities where we live and work. For more information, visit Cargill.comand our News Center.

Cargill Animal Nutrition
Cargill’s animal nutrition business has more than 17,000 employees at more than 250 facilities in 37 countries offering a range of products and services to feed manufacturers, animal producers, and feed retailers around the world. In 2011 Cargill completed the acquisition of Provimi, a global leader in premix and animal nutrition solutions, adding to Cargill’s portfolio of animal nutrition offerings. Today, Cargill’s animal nutrition business offers a range of compound feed, premixes, feed additives, supply chain and risk management solutions, software tools and animal nutrition expertise that is unmatched in the industry. For more information about Cargill Animal Nutrition, visit: http://www.cargill.com/feed.

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11.11.2013