Furst-McNess Co., headquartered in Freeport, Ill., launched its Furst Animal Health brand in late January to better distinguish its health-focused products in the marketplace.
The company said products such as LeanFuel, Furst Boost and Furst Water Boost for swine, the Viribus product line for poultry and Furst Force Calf and Furst Force Receiver for cattle, along with species-specific Equalize products, have been in the marketplace for several years, but the branding differentiation between the Furst-McNess nutritional line of products and health products has not been evident.
Furst-McNess said it has invested heavily in product research in recent years and has entered into several exclusive agreements with international and domestic companies to bring world-class products to market.
“We are convinced that our products, such as LeanFuel, are such difference-makers in the marketplace that we believed creating this new brand was the best way to help differentiate and market these unique products,” Furst-McNess president and chief executive officer Matt Heinrich said.
“Our product research and development team has proven products that are making significant strides in the market, and we’re excited to launch this new brand,” Heinrich added.
Furst-McNess vice president of health and nutrition Dr. Fredrik Sandberg said he believes this new brand will help distinguish the company's health products in the market while also opening the doors to other opportunities.
“Furst Animal Health products will only come to market after heavy research and commercial trials prove the science,” Sandberg said. “In some cases, like LeanFuel, we’ve spent nearly eight years taking what we’ve learned from our trials, research and customer feedback and developed next-generation products that are truly making an impact.”
For more information about Furst Animal Health, visit www.mcness.com.
For more than 100 years, Furst-McNess has delivered customized commercial feed, feed ingredients and consulting to its clients.