Intelligent nutrition comes to the animal protein industry

Building on its long history and commitment to the industry, NOVUS rolled out a comprehensive rebranding initiative this week during World Pork Expo.

June 9, 2023

During World Pork Expo in Des Moines, Iowa, NOVUS International, a global feed additive company, revealed its comprehensive rebranding initiative. The changes reflect the more than 30-year-old company’s promise to deliver more to its customers and its commitment to providing solutions created through advanced technology, based on global scientific research that goes further to offer unexpected benefits to customers. 

“Intelligent nutrition is how we support animal health and performance,” says NOVUS SVP and Chief Commercial Officer Ed Galo in this week’s Feedstuffs in Focus podcast and press release. “Our novel combination of experienced people, insightful perspective, and smarter solutions allows us to put more into everything we create. Because we want to deliver more benefits that deliver more for producers. That’s intelligent nutrition.” 

As Galo explains, Made of More™, the company’s new slogan, represents the focus of all its future endeavors.  

NOVUS liquid and dry methionine solutions utilize the HMTBa molecule, which is a precursor to L-methionine. Because of this unique molecule, ALIMET® feed supplement, MHA® feed supplement and MFP® feed supplement are nitrogen-free and have properties of an organic acid benefiting overall gut health. Liquid ALIMET® feed supplement requires virtually no handling thanks to the company’s automated inventory system for customers (AIMS). HMTBa is also the backbone for MINTREX® bis-chelated trace minerals, highly bioavailable and absorbable organic zinc, copper, and manganese that allow producers to use lower inclusion of minerals in the ration while seeing the same or improved performance and growth. MINTREX® is also a source of methionine through HMTBa. ACTIVATE® nutritional feed acid is made from a blend of organic acids and HMTBa shown to reduce the survivability of certain pathogens in feed. 

Just as NOVUS works to do more for its customers, it’s also working to offer more to the industry. Galo says new products – created in-house, through partnerships, or via mergers and acquisitions – are on the horizon. 

“Innovation remains our core priority. As experts in the global food system, we can see where the animal protein industry is heading and this vision directs how we can help meet regional goals from performance and environmental sustainability to return on investment,” he says. “We are driven to create new ideas and technologies that improve the health of animals and animal protein production.”

For more information on intelligent nutrition and how NOVUS is made of more, visit

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