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News and analysis on the global poultry
and animal feed industries.
Animal Feed Additives
on November 13, 2013

Cargill, Provimi introduce PROMOTE feed additive brand

New product line designed to enhance performance, improve animal welfare

Cargill Animal Nutrition, through its Provimi business, has introduced PROMOTE, a new global brand and line of feed additives designed to help bring to animal producers, feed manufacturers and retailers innovative and impactful feed-additive solutions.

PROMOTE is a significant step forward in Cargill Animal Nutrition's commitment to serve customers as a trusted advisor and source of innovation, said the company. 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." 

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," said Houdart. "Our goal is to deliver a product platform that our customers can fully trust."

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