Adisseo to remain strongest in vitamins

01-10-2008 | Home | News

In the last decade, many changes have occurred in the worldwide vitamin business. But a recent survey showed that Microvit® from Adisseo is still one of the best known brands of vitamins in the feed industry.

Fifty years
ago, the first tonne of Microvit® A was produced at Adisseo’s
historical production site at Commentry in France. François Pellet, Microvit® Global
Sales Manager at Adisseo: “We are currently supplementing approximately 200
million tons of feed each year with at least one Microvit® product in more than
100 countries. Our objective is to offer a full range of vitamin products. For a
significant part of this portfolio we have an ambitious growth target of
approximately 10% per year for the following years”.

Investments
Growth in
the vitamin market will be achieved by investing in five dimensions
of the business: Pellet: “The first one was announced at the end of 2007,
with the investment of €5 million at Adisseo’s Microvit A production plant in
France The second one is related to the development of strong partnerships with
third-party vitamin producers to whom we are offering access to a major part of
the world feed market via our sales channels. The third one is related to our
very stringent quality control procedures for which the goal is simple: zero
default! The fourth one is related to the improvement of our supply chain: a
major step of this already started at the beginning of 2008 with the opening of
a new global warehouse in Shanghai which has greatly improved the reliability of
our deliveries, worldwide. Lastly is innovation in which Adisseo has committed
to invest €3 million per year for the period 2008-2010. “A very significant part
of this investment is dedicated to developing new product formulations” adds
Frank Chmitelin, Executive Director for Microvit® and Rhodimet®.

New
communication campaign

In order to support this growth strategy, Adisseo has
also decided to launch a new communication campaign. The new advertisement,
under the banner ‘Anywhere you are, the vitamins you need’ will start to appear
from October 2008.

Related
website:
Adisseo

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