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Kemin launches new brand identity liquid business

New focus is on supporting customers active in raw materials, feed milling and forages with unique liquid offering and total service program.

May 25, 2018

3 Min Read
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Kemin Industries has launched a rebranding of its liquid programs for the Kemin Animal Nutrition & Health business in order to better address unique solutions for customer needs.

For several decades, Kemin has had a strong focus on offering liquid solutions for different segments in the agri-food sector, according to the announcement. Over the last few years, the market trend toward applying liquids has been accelerating as customers have appreciated the benefits of liquid solutions for their operations, the announcement added.

Liquid solutions have the advantage of easy application, high efficacy, less manual handling and consistency in application, Kemin said.

With the new branding, Kemin is clearly representing its specialized liquid offering for three distinct market segments in order to better tailor the solutions for each segment:

* specSMART -- Bundles the offering for feed raw materials to preserve the quality of the oilseeds from crushing plants, grain treatment to protect the quality of cereals and grains, fish meal treatment to preserve the quality of oils and fats, etc.

* millSMART -- Bundles the liquid offering for the feed milling segment to improve feed quality by reducing process variability, preventing mold, controlling salmonella and enhancing the nutrient availability of animal feed.

* foragSMART -- Bundles the offering for the forage segment to preserve the quality of forages.

"While the brand and logo now better represent our current offering, the Kemin approach and interaction with our customers remain the same but even further strengthened," Kemin Animal Nutrition & Health president GS Ramesh said. "Kemin has been recognized as an innovative leader and total solutions provider with its liquid program. Besides the actual products, a full set of services are associated with the offering, enabling us to develop long-lasting and rewarding customer relationships and ease the implementation of the liquid program."

"This new service package includes product application services varying from basic application systems to high-end ones designed according to the customer's needs," said Riaan Van Dyk, worldwide vice president of marketing and strategy, Kemin Industries. "A team of dedicated Kemin engineers installs and maintains these systems. A second service that Kemin offers with the liquid program is our laboratory testing service, where problem identification or solution verification analyses occurs. A third critical service is technical support and advice from dedicated and specialized teams. As part of this re-branding, we are bundling these unique service offerings into one package: the SMART advisory team."

Today, the Kemin liquid solutions and services are available in more than 60 countries. The new global branding represents the precise and accurate dosing of liquid solutions. With the new branding, Kemin said it showcases its value offering and commitment to supporting its liquid business strategically and long term, focusing on helping Kemin customers improve their production profitably while enhancing safety, quality and consistency and reducing variability of their businesses.

"This is a very exciting time, and this new brand reflects our enthusiasm and focus on connecting with our customers' business processes and needs," Ramesh said. "Our brand transformation better represents where Kemin is today and our vision for the future and how we interact with our customers."

Kemin Industries is a global ingredient manufacturer with a focus on improving the quality of life for more than 3.8 billion people each day with more than 500 specialty ingredients made for the human and animal health, pet food, nutraceutical, food technology, crop technology and textile industries.

Established in 1961, Kemin is a privately held, family-owned and -operated company with more than 2,500 employees globally and operations in 90 countries, including manufacturing facilities in Belgium, Brazil, China, India, Italy, Russia, Singapore, South Africa and the U.S.

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