April 21, 2010
Provimi launches single brand strategy
After three years of internal preparation, Dutch animal nutrition company Provimi launched its one-brand strategy on Monday (Apr 19).
Ton van der Laan, CEO, Provimi, explained that the company needed this new strategy, called a€？Shaping tomorrow''s nutrition'''' to compete better on a global market.
In the past, Van der Laan said, Provimi had been ''''a decentralised business'''', consisting of many brands all over the world, all being strong in their own markets, "but being different in all countries". Converging towards a strategy of more internal consolidation is logical, he said.
Provimi''s corporate logo has been re-branded and will appear stronger in the company''s marketing efforts. Only a reduced number of international brands will continue to exist, SCA NuTec being one of these.
During a long process of internal reorganisation, the company created seven regional clusters over the last three years, which included global sourcing, operations and supply chain management. In addition, ''''species teams'''' were introduced, for swine, poultry, ruminants and additives. Van der Laan said results for both reorganisations have been encouraging.
Provimi is strong on several markets: premixes, specialities, complete feed and pet food. The company owns over 80 production locations in more than 30 countries. Provimi''s products are being sold and shipped to more than 100 countries worldwide.
Sales in 2009 have reached EUR1.7 billion (US$2.3 billion), of which EUR1.5 billion (US$2 billion) in animal nutrition and EUR230 million (US$309 million) in pet food. The company will publish its annual results 2009 next week.