September 18, 2025
The feed and livestock industries are constantly evolving, facing new challenges and opportunities as global demand for protein continues to rise.
Companies like NOVUS are at the forefront of driving innovation in sustainable animal nutrition, working closely with livestock producers to help them navigate these changes. With a focus on cutting-edge solutions that address everything from feed efficiency to climate resilience, NOVUS is shaping the future of farming in an ever-changing world.
eFeedLink sits with Rajeev Murthy, Senior Director and Managing Director of Asia at NOVUS, who shares his insights on the company's strategies, current projects, and the role NOVUS plays in meeting the needs of a growing global population. He delves into the company's focus on key platforms like organic trace minerals, enzymes, and gut health, and how NOVUS is preparing for the future of livestock farming.
Could you tell us about the NOVUS' Project Destiny?
Rajeev Murthy: I've been with NOVUS for just over a year now, and in many ways, Project Destiny is already behind us. The concept for Destiny was developed back in 2019, when we were looking towards the future and considering how NOVUS could become more sustainable. We started identifying key areas to focus on, and over the past 3-4 years, we've been implementing the Destiny project by making strategic decisions on where to invest. These decisions have been guided by both geographical considerations and product categories.
For example, we made the decision to practically withdraw from the ALIMET® Feed Additive liquid methionine market in Asia because we felt we weren't as competitive as we could be in that space. As a result, we now sell the majority of our liquid methionine in the US. Similarly, we decided to divest from a feed quality business because it didn't align with our long-term objectives. This decision ties into our new branding, which emphasises our company motto, Made of More™ and our position as the leader in intelligent nutrition.
At this stage, we have a clear vision of where we want to focus our efforts moving forward. We are placing a strong emphasis on organic-based minerals, enzymes, and improving gut performance. These are the areas we're doubling down on in the future.
Do you have any new campaigns you're working on right now? Any exciting projects?
Rajeev Murthy: Yes, it's an ongoing process, and there's always something new in the works. The most recent project is our acquisition of BRI (BioResource International, Inc.), an enzyme company, last year. Previously, we were already marketing one of their products, CIBENZA® DP100 Enzyme Feed Additive, but last year we made the decision to fully acquire the company. This move allowed us to gain complete access to their entire supply chain, including manufacturing, and now we own the full product range, supply, and everything related to it.
Following the acquisition, we assessed which products would fit best in our business strategy. As a result, this year, we are rolling out new products in our CIBENZA® portfolio of enzymes.
On the gut performance side, we're also launching PROVENIA™ Feed Solution in Thailand and Indonesia. This unique, proprietary solution supports bird health and performance by balancing gut bacteria. It's already available in some other markets we serve.
Earlier this year, we also announced partnerships with Ginkgo Bioworks to develop a next generation enzyme and Resilient Biotics to create a product to support respiratory health in swine.
How do these programmes and initiatives contribute to enhancing the capabilities of NOVUS and strengthening its market position?
Rajeev Murthy: We are focused on three key platforms: minerals, enzymes, and gut performance. What we're working on now is strengthening our portfolio within these platforms, as well as enhancing the services that support them.
For example, we're introducing a service that helps our customers determine the trypsin inhibitor levels in the soy they purchase. This helps them to adjust the amount of protease in the feed more accurately. This is just one example of how we are building and strengthening our enzyme portfolio.
Everything we do now is very much aligned with these platforms. Since we've become more focused on where to invest, all of our efforts are directly linked to enhancing these areas.
How does NOVUS address the challenges posed by high feed production costs, inflation, and climate change? How do you approach these issues?
Rajeev Murthy: It's not just about what NOVUS can do; it's about understanding how our customers, the livestock producers, are impacted by these challenges and what we can do to support them in mitigating some of these effects within the areas we focus on.
Each of the topics we've discussed—climate change, feed costs, and inflation—is complex. It's not about a single company making a difference; it's about everyone working together to find solutions. Our role is to ensure that the solutions we provide align with what the producer needs to achieve.
Take enzymes, for example. Enzymes help producers make use of a wider variety of raw materials, which allows them flexibility in their feed formulations. They also enable the use of agricultural waste, which can be repurposed into livestock feed.
Ultimately, addressing these challenges requires collective action, and we're committed to ensuring that the products we develop and the support we provide help producers meet their objectives—whether it's about sustainability, reducing feed costs, or improving manufacturing efficiency.
Everyone is talking about digital farming, AI (artificial intelligence), and the Internet of Things. How does NOVUS approach these innovations, especially in the context of farmers in developing countries and remote areas?
Rajeev Murthy: In terms of digital platforms for customer service, ordering, and improving our internal efficiency, we do use technology to streamline these processes. But we don't see ourselves as being in the space of providing a digital solution for on-farm operations. Some companies, particularly in the dairy sector, may be working in that space, but that's not where we see our role.
If you look at our mission, it's closely linked to animal nutrition, and while technology can play a part in that, we're not focused on offering digital on-farm solutions. Our focus remains on the services that support our core platforms. Of course, each service element might have a digital component, but that doesn't mean we're in the digital space as such.
Let me give you an example—our trypsin inhibitor service. Previously, when we needed to analyse a sample, we would take it from a farm in any country, send it to our lab in the US, and wait for the report to come back. Now, we've implemented a cloud-based system, which allows us to analyse the sample in-country, upload the data to the cloud, and our scientists can review it much faster. The result is quicker turnaround times.
Is this digital? Yes, in a sense. But do I consider this a digital service for customers? Not exactly. It's just a way we've become more efficient in servicing our customers. It's about leveraging technology to improve customer service, rather than positioning it as a fully digital solution.
What are the core goals and vision of NOVUS, both in the short-term and long-term?
Rajeev Murthy: The vision of NOVUS is to support our customers—livestock producers—so that each animal can reach its full potential. That's the core of our vision. Based on our areas of focus and our research capabilities, we've chosen to invest in three key platforms. These platforms align with our commitment to helping animals achieve their genetic potential.
What we aim to do is provide our customers with cutting-edge products that help them meet their goals. That's how we define our vision. Of course, like any company, we have financial metrics and targets for the next three to five years, but I don't think of our goals solely in terms of financial outcomes. For us, it's more about how we can help each animal reach its full genetic potential.
Genetic potential is not a static number—it keeps evolving. Breeding companies are constantly making advancements. Chickens are getting bigger, and dairy cows are producing more milk. As such, we periodically review and update our recommendations, especially for minerals. We're one of the largest mineral players in the industry, and we base our recommendations on breed criteria and performance. These recommendations are refreshed every five to seven years, in line with the advancements in genetics.
We also help producers understand the optimal amount of minerals needed in the diet to maximise the genetic potential of the animals. Ultimately, everything is interconnected—nutrition, genetics, and management. Our goal is to play our part in ensuring that animals can reach their full potential, and that's what we're focused on.
That's our vision.
How does NOVUS keep up and adapt to this evolving agriculture landscape?
Rajeev Murthy: Change is constant, and everything keeps evolving. But I often liken it to being stuck in Bangkok traffic—things keep shifting, and once you're in it, you just navigate your way through. You don't feel like you're doing something radically different; you go with the flow and adapt to the situation.
Over time, the industry has become more resilient. For example, when the first bird flu outbreak occurred, there was widespread panic, and producers were unsure of what to do. But today, producers know that disruptions are a part of the landscape, whether they're related to trade, health issues, or fluctuations in oil and raw material prices.
Companies, including ours, have gotten better at risk management and mitigation. The industry has learned to cope with these challenges, and as a result, change and disruption don't seem as daunting anymore. We understand that there will always be ups and downs. For instance, an African swine fever (ASF) outbreak may be more severe at times, and yes, it has a financial impact. But overall, companies have adapted, and they plan accordingly.
When producers plan for expansion, they now incorporate more comprehensive scenario planning than in the past. This approach helps them deal with the inevitable uncertainties. The same goes for us. We work closely with producers, understanding that some years will be better than others. It's all about recognising the opportunities and finding ways to support them through both the good and bad times.
How do you foresee the future of feed and livestock farming, and what role will NOVUS play in this sector?
Rajeev Murthy: The feed and livestock sector is incredibly important in meeting global protein requirements. While there are ongoing discussions, particularly on social media, questioning the sustainability of the livestock sector, people often overlook some key facts.
For instance, livestock—whether it's milk, eggs, or chicken—remains the most cost-efficient source of protein per gram. While plant-based alternatives like almond milk are often touted as more environmentally friendly, the energy required to produce almond milk is actually quite high. When you compare the energy used to crush almonds for almond milk to the energy needed for producing a litre of milk, it's clear that livestock remains more efficient in terms of protein production.
Historically, efficient producers in certain countries could trade more with nations that produced less. We expect global trade in the livestock sector to continue to rise, whether it's in milk products, meat, or other forms of livestock-based protein. The demand will persist, and even as the global population starts to stabilise or decline in some regions, the overall demand for livestock-based protein will remain strong.
- Nicholas Yong and Gemma C. Delmo
