February 12, 2014

Anitox repositions and grows products and market segments

Anitox recently debuted its new branding at the International Production & Processing Expo and extended its expertise to pet food preservation and biofuel fermentation, in addition to its core business in pathogen control.

"We are known as a specialist in the area of antimicrobial preservatives, toxin binders and mould inhibitors, but we now want to raise the awareness of our science-based products and services with an even wider audience around the world," says Anitox president and CEO Rick Phillips, DVM.

The company is also restructuring, focussing on key accounts to provide services to match the growing operational scale of its key customers-all of whom are demanding suppliers that can add value to their businesses.

"Key changes include a new website that is more interactive and provides more relevant information for a wider variety of customers' needs, particularly in different regions," notes Roger Mann, COO for Anitox. "We're continuing that emphasis on regional support by improving commercial and technical support, and logistics, to better support the products in regions such as Asia."

Globally, the company based in Lawrenceville, Georgia of the United States, has set aside 6% of its annual turnover for R&D and expects to launch three new products in 2014. Extensions and improvements to existing products are also underway, with further new product announcements slated for Q1, 2015.

Founded in 1977, Anitox has expanded its presence into 64 countries over the past 10 years, but Phillips stresses that the company's strength still is putting customers at the forefront.

"Customers know that we understand their needs," he says. "Our strength is technical knowledge, and we will continue to expand our technical knowledge and the range of solutions we can offer, to help customers continue to improve their profitability."