Last week Novus International’s Senior VP and CCO, Ed Galo and Associate VP, Abishek Shingote took to the stage at the World Pork Expo 2023 to unveil the company’s refreshed corporate rebranding focussed on intelligent nutrition and to introduce its new “Made of More™” slogan and approach to supporting animal protein producers.
To find out what exactly all of this will mean for the company and its customers, Feedinfo recently sat down with Novus International President & CEO, Dan Meagher. In this Industry Perspectives, he shares more on the strategy behind this new change in direction at the 31-year-old company and how he believes it will allow NOVUS to inspire animal producers and owners through the delivery of advanced technologies. We also dig into whether this means upcoming changes to the company’s portfolio of products and services and take a look at how the rebranding will impact research and development.
We also unpack its new “Made of More™” slogan in more detail and reveal what NOVUS wants this to communicate to customers and the industry about the company’s way forward.
[Feedinfo] Talk to us about the strategy behind this comprehensive rebranding. What is NOVUS attempting to solve with this initiative? And why now?
[Dan Meagher] Our goal was simple: to re-examine ourselves, what we stand for, and what we deliver to customers so as to make a clear difference in the global animal agriculture industry.
Our new mission, vision, and core values accurately represent the company we are today. We are an intelligent nutrition company that delivers solutions that are Made of More™; this is our commitment to the industry. We believe producers get more from advanced technology that’s based on global scientific research.
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[Feedinfo] Let’s dig into the concept of “intelligent nutrition”. How is NOVUS defining this and why does it see itself as the leader in this area? [Dan Meagher] For over 30 years we’ve been innovators in the feed additive space. We were the first to launch liquid methionine and the first to create a line of bis-chelated organic trace minerals that offers value to our customers beyond being a source of trace mineral supplementation. We were also the first to combine HMTBa (hydroxy analogue of methionine) with organic acids to create powerful acidifiers that can help reduce the survival rate of pathogens in feed, as well as support weight gain and feed efficiency in late-finishing pigs. |
Dan Meagher |
This is why we call our approach “intelligent nutrition”. It’s a novel combination of experienced people, insightful perspectives, and smarter solutions that allow us to put more into everything we create.
[Feedinfo] Okay, so let’s look at what exactly this rebranding actually entails? Is this just a cosmetic change or are you implementing any organisational changes too? If so, please expand.
[Dan Meagher] While this rebranding does include things like new logos, colours, advertising, etc., that are external examples of our boldness and firm foundation as an innovator in the feed additive industry the changes we have planned do go deeper than that!
For example, we’re exploring M&A opportunities to deliver innovative new additives and services and identifying ways to improve our current portfolio of products and services, as well as how to make them more accessible to customers globally. We will also be launching our new website in August, which will be much easier to navigate with information focused on the customer and their production opportunities and challenges.
Like all successful companies positioned for long-term growth, we will continue to evolve to meet our customer, employee, and business needs.
[Feedinfo] Let’s zoom in on the ways you are looking to improve your current portfolio? Can we expect changes to your current product line-up? If so, what can you share with us?
[Dan Meagher] Our mission is to inspire every animal producer and owner on the planet. As relentless advocates for intelligent nutrition, we deliver advanced technology, rooted in scientific research designed to help their animals reach their full potential.
We are exploring a new suite of innovative ideas and concepts through the INTERIUS™ technology platform, which allows us to embed functional ingredients inside grains like corn. While I’m not in a position to share specifics, I’m very excited about what is coming through the R&D pipeline.
Outside of INTERIUS™, I can say we’re in the final stages of a new solution aimed at enhancing rumen function and milk yield. I anticipate this will be ready to go to market next year.
[Feedinfo] That’s very exciting news and we’ll definitely keep an eye out for that new solution. Now, turning to innovation at NOVUS. What does this “re-examining” of the company mean for the way you will now be approaching R&D?
[Dan Meagher] Through our new Open Innovation Platform, we are broadening our research abilities. The organisational changes we’ve made have brought the R&D team closer to the commercial organisation to better understand our customers in the poultry, swine, and dairy sectors. We’re also putting more attention on Applied R&D to ensure we’re delivering the solutions our customers want and need.
We think of the world as our research laboratory. We can go anywhere and work with anyone to create new technology and new tools to build optimal solutions for our customers of today and tomorrow. This can mean acquiring new technologies, building new partnerships, or collaborating directly with customers. Essentially, we see an opportunity to exist in an ecosystem with our customers, industry partners, and academia all working towards the common goal of optimising the animal agriculture industry and making it more sustainable.
[Feedinfo] I just want to go back to your new slogan, “Made of More”. You’ve touched on this already, but I was wondering if we could unpack it a little more. What are you hoping this will communicate to customers and the industry about the company going forward?
[Dan Meagher] Made of More™ is a statement about the innovation in our solutions – the products in our portfolio go beyond what is expected to provide something additional to the producer.
For example, MINTREX® bis-chelated trace minerals provide organic zinc, copper, or manganese but they also provide indispensable nutritional value (methionine). And that’s because the bond of the mineral to the HMTBa molecule (a precursor of L-methionine) protects the mineral from being broken down by antagonists in the gut so more of it arrives at the site of absorption. In return, producers and feed manufacturers can use MINTREX® at a lower level than most other trace minerals. That’s how MINTREX® is Made of More™.
[Feedinfo] Talking about customers, how do you see this rebranding better serving them? What can they expect from this “new” NOVUS?
[Dan Meagher] As I mentioned already, our mission is to inspire every animal producer and owner on the planet. So, our teams are working alongside animal producers and owners around the globe on challenges and opportunities that go beyond the products we sell. This includes things like best management practices or providing guidance on biosecurity plans. We are also actively seeking partnerships that use mutual assets advantageously for the betterment of the industry.
Together, we will help create a world where we feed solutions instead of treating problems.
[Feedinfo] And finally, how do you see this rebranding serving the company 5, 10, even 15 years down the line?
[Dan Meagher] NOVUS is grounded in intelligent nutrition. Moving forward, our R&D and innovation investments will centre around intelligent nutrition and how it provides solutions for the direct needs of our customers. I see us using our new mission and vision statements and core values as guiding principles to explore and identify new solutions in feed additives as well as technology that makes producers’ job easier, more effective, and more sustainable, both financially and environmentally.
Published in association with Novus International, Inc.
