May 16, 2025

 

UTRIX accelerates growth, presence and expertise in MEA to meet poultry farming challenges

 

UTRIX, a leading provider of innovative feed solutions in the Middle East, has announced ambitious growth plans.

 

The company is increasing its production capacity, hiring new talent, and launching new nutritional solutions tailored to the region's specific challenges.

 

Michel Daher, business support director at UTRIX, said: "We have the team, the market knowledge, and the customer connections to make a real difference. Being from the region, we understand the unique challenges our customers face, such as climate and feed quality issues. We are committed to delivering solutions that truly meet their needs and support bird performance, health, and efficiency."

 

To support the mission of UTRIX, the company has intensified its efforts to expand its presence, opening a new regional office and warehouse in Abu Dhabi, the United Arab Emirates to better serve customers in Gulf Cooperation Council (GCC) countries including UAE, Oman, Qatar, Kuwait, and Bahrain.

 

"The new hub in Abu Dhabi allows us to deliver faster service of our innovative feed solutions and expert technical services to this part of the Middle East," Daher said.

 

In addition, UTRIX also expanded in the non-GCC countries and opened an office in Jordan to streamline product registration and manage direct sales in Jordan. Additionally, the company's distributor network has been expanded. These steps made over the past two years have increased the total number of staff from 60 in 2020 to over 140 today.

 

The expansion of offices, staff, and a growing distributor network in the Middle East reflects UTRIX's broader export ambitions. From 2015 to 2022, only 10% of the company's production was exported from its home base in Lebanon. In Q1 2025, this figure rose to 18%, with a target of reaching 35% export share by the end of 2025.

 

To meet growing demand, UTRIX is expanding its manufacturing operations at its manufacturing facility in Zahle, Lebanon. Previously operating on a single eight-hour shift, the company is now preparing to add a second shift and is recruiting additional operators and shift leaders. The facility has four fully automated production lines, producing premixes, concentrates, powder, and liquid feed additives and specialties.

 

Besides growing in volumes, the company is also strengthening its product portfolio to address key challenges faced by poultry farmers in the MEA region, including health, heat stress, and performance issues.

 

Daher said: "Innovation has been integral to UTRIX's DNA from the start and this year, we are excited to roll out a series of specialised nutritional, health, and performance solutions across the regions we operate in."

 

Recognising the needs of smaller farms that often lack feed mills, UTRIX is also expanding its portfolio of liquid feed additives designed for easy use via drinking water.

 

In addition to the strong growth in poultry production, UTRIX is keeping a close eye to the rising demand in large animal farming in the Middle East.

 

"Our company is very committed to providing trusted, high-quality solutions that support the health, wellbeing, and performance of broilers, breeders, and layers across the region," Daher said.

 

"At the same time, we see opportunities to develop specialised feed additives for dairy cows and other large livestock in the near future. Also here, we believe we can make a big difference related to heat stress and efficiency problems that we see in large animals in our region."

 

- UTRIX