February 18, 2013

Novus International, Inc. received the 2012 North American Animal Feed Ingredients Product Differentiation Excellence Award for its trace mineral product MINTREX^®. This is the second award Novus has received from Frost & Sullivan in 2012, the first being the 2012 New Product Innovation Award in Prebiotics for its product PREVIDA^® in September 2012.
 

Thad Simons , president and CEO of Novus says, "When we develop animal health and nutrition products, it is always with the goal of fulfilling our mission to make a clear difference in sustainably meeting the growing global need for nutrition and health. Receiving awards for what we truly perceive as 'doing our job' is a wonderful and much appreciated affirmation of our efforts."

Frost & Sullivan employs a Decision Support Matrix (DSM) that is customized for each award. Potential recipients of the Product Differentiation Excellence Award are evaluated on a scale of 1 to 10 using the following set of criteria: unique features/functionality; quality/complexity; customisation; matched to target market needs; and brand perception.  MINTREX received an overall rating of 9.4, outranking the next highest competitor by 2.4 points.

Anjaneya Reddy , Industry Analyst of Frost & Sullivan says, "MINTREX excelled in all five product evaluation areas and we are delighted to present Novus with the Product Differentiation Excellence Award in Animal Feed Ingredients. This product has earned its well-deserved reputation as the industry's best mineral source."

MINTREX is intended to be used as a source of trace minerals. By definition, the specific metal chelate must be declared as a metal methionine hydroxyl analogue chelate. MINTREX chelated trace minerals, including zinc, copper and manganese, which are chelated using HMTBa, creating a strong bond between the ligand and the metal. This maximises the use of minerals by the animal through greater bioavailability and digestive tract stability.

Novus first introduced MINTREX to the market in 2004 and it is applicable for multiple species, providing the essential trace minerals needed for healthy hooves, immunity, production and reproduction.