Adisseo celebrates 50 years of Microvit A
Microvit from Adisseo is still one of the best known brands of vitamins in the feed industry.
In the last decade, many changes have occurred in the worldwide vitamin business. But a recent survey showed that Microvit from Adisseo is still one of the best known brands of vitamins in the feed industry.
Fifty years ago, the first tonne of Microvit A was produced at Adisseo's historical production site at Commentary in France.
François Pellet, Microvit Global Sales Manager at Adisseo said the company is currently supplementing approximately 200 million tonnes of feed each year with at least one Microvit product in more than 100 countries. The objective is to offer a full range of vitamin products. For a significant part of this portfolio, the company has an ambitious growth target of approximately 10 percent peryear for the following years.
Growth in the vitamin market will be achieved by investing in five dimensions of the business, he said.
The first was announced at the end of 2007, with the investment of EUR 5 million at Adisseo's Microvit A production plant in France.
The second one is related to the development of strong partnerships with third-party vitamin producers to whom access are offered to a major part of the world feed market via their sales channels.
The third dimension is related to very stringent quality control procedures for which the goal is by having zero default.
The fourth, on supply chain improvement, has already started at the beginning of 2008 with the opening of a new global warehouse in Shanghai which has greatly improved the reliability of deliveries worldwide.
The last dimension involves innovation in which Adisseo has committed to invest EUR3 million per year for the period 2008-2010 to develop new product formulations.
In order to support this growth strategy, Adisseo has also decided to launch a new communication campaign. The new advertisement, under the banner 'Anywhere you are, the vitamins you need' will start to appear from October 2008.
