April 18, 2016

                                                                

Innovad appoints national sales manager for US market

 

Innovative Additives, Inc. has appointed Randy Holliman as national sales manager to expand dairy, livestock and poultry industry access in the US to the company's animal feed additives.

 

Due to start his new position in April, Holliman has built his career over 25 years to top level positions within the feed and pharmaceutical industries, notably building motivated teams and working with experts to develop strategies that shaped prior launches of innovative feed additives in the industry.

 

His approach is rooted in building relationships and combining the objectivity of science with on-farm efficacy and economics.

 

Holliman holds a bachelor in agriculture economics with a minor in business administration from Tennessee Tech University, US.

 

"I am excited to build a team of sales people who are passionate about animal nutrition and to shape the application of shared core values in how Innovad does business with integrity and trust throughout the animal agriculture production chain," Holliman said. "As I learned about Innovad and their philosophy and products, I could see this role as one to really sink my teeth into, work hard at and have a passion for."

 

According to Innovad, the US feed additives market is full of options, but hungry for experiential sales.

 

"We will work with the experts to develop the studies that bring together science, experience and a motivated sales force to develop the relationships that deliver cost-effective results to our customers from the feed companies to the nutritionists to the producers on the farm," Holliman added.

 

Innovad has a proprietary risk assessment that is reportedly more sensitive than the standard mycotoxin test, allowing end-user producers and nutritionists to measure, firsthand, their risk and usage of Innovad's Escent^© and Magnet^© without the detrimental stops and starts that occur in the absence of objective science.

 

"This testing tool brings science to that decision," Holliman commentd.

 

In today's environment of increasing regulatory pressure on therapeutic antibiotics, "the emphasis needs to be on prevention and holistic kind of approach combining different non antibiotic modes of action," he observed. "Innovad presents tremendous opportunities to be proactive for a healthy gut to reduce the need for medication that will require a veterinary prescription in the future."

 

Holliman will be working with all levels of the animal nutrition supply chain from the farm level in education to nutritionist and veterinary level in farm pack development, and with feed companies for additive inclusion as pieces of a multi-pronged approach to launching innovative and proactive ingredients now available in the US from Innovad.