Wilbur-Ellis Feed, an industry leader in the international marketing and distribution of nutrients for the livestock, pet food and aquaculture industries, on Feb. 13, introduced its rebranded name: Wilbur-Ellis Nutrition.
"Our new name helps reflect how much we truly offer in terms of products, service, advice and partnership," said Wilbur-Ellis Nutrition President Andrew Loder. "We want the world to understand that Wilbur-Ellis Nutrition is here to provide so much more than what feed would suggest. What truly sets us apart is our ability to work closely with suppliers and customers in connecting the dots and find new, innovative ways to ensure animals are receiving the best nutrients needed to thrive. This name change is fully aligned with our Empower2021 growth strategy and our vision to be the innovative leader in the marketing and distribution of animal nutrients."
In addition to the new name, the division also launched a new website with an updated look and feel. The Wilbur Ellis Nutrition website highlights the division's service and solutions-based approach to managing long-standing relationships with customers and partners. The site also provides information on the division's three key focus areas:
- Livestock: Specifically supporting beef cattle, dairy cattle, swine and poultry, while also offering the world's best forage options.
- Aquaculture: Working hand-in-hand with organizations from around the world to support both suppliers and producers.
- Companion animals: Managing the trusted sourcing of nutrients needed to help new and large-scale pet food producers create the high-quality foods dogs, cats, horses and their owners love.
"Our business is rooted in the values of integrity and service," said Wilbur-Ellis President and CEO John Buckley. "After nearly a century of recognition as a significant force within the feed industry, our new name helps us enter the next 100 years with a fresh commitment to these values and another chance to review and enhance the excellent service and innovative thinking we aim to bring our partners and customers. The future for Wilbur-Ellis Nutrition looks very bright."
As part of its dedication to supporting the nutrition and wellness of animals, Wilbur-Ellis Nutrition added to its robust catalogue of premium nutrients for animal health by acquiring the business of Ameri-Pac Inc., a leading contract manufacturer of premium antioxidants, stabilizers and custom-made, private-label pet food premixes, in October 2018.