Intelligent Nutrition Comes to the Animal Protein Industry

May 07, 2023

The information below has been supplied by dairy marketers and other industry organizations. It has not been edited, verified, or endorsed by Hoard's Dairyman.

The global feed additive company hosted a press conference during the World Pork Expo in Iowa to reveal its comprehensive rebranding initiative. The changes reflect the 32-year-old company's promise to deliver more to its customers and its commitment to providing solutions created through advanced technology, based on global scientific research that goes further to offer unexpected benefits to customers.

"Intelligent nutrition is how we support animal health and performance," says NOVUS SVP and Chief Commercial Officer Ed Galo from the Iowa State Fairgrounds. "Our novel combination of experienced people, insightful perspective, and smarter solutions allows us to put more into everything we create. Because we want to deliver more benefits that deliver more for producers. That's intelligent nutrition."

Under the leadership of President & CEO Dan Meagher, which began in 2020, the company has refocused its attention on where it can best support its customers by addressing challenges and opportunities in production. The NOVUS product portfolio includes solutions to those challenges in the form of amino acids, organic bis-chelated trace minerals, organic acids, enzymes, and essential oils. NOVUS also leads the way in embedding functional ingredients in grain through INTERIUS™ technology.

Galo says today's NOVUS provides solutions and customer-focused services that are recognized for supporting reproductive performance, structural and gut health, and nutrient utilization; optimizing performance and sustainable protein production. But there's always something more.

"We’ve experienced significant growth since 1991," he says. "In the last few years, we’ve honed in on what we can uniquely provide to poultry and livestock producers, nutritionists, feed mills, and distributors around the world – solutions offering something extra. Services and solutions that are made of more."

Made of More™, the company's new slogan, represents the focus of all its future endeavors.

"Just as producers are asked to do more with their poultry and livestock – more growth, more efficiency, more yield - our experience and our solutions offer more to help them reach their production goals," says Abishek Shingote, NOVUS associate VP of Global Strategic Marketing – Technology & Innovation.

NOVUS liquid and dry methionine solutions utilize the HMTBa molecule, which is a precursor to L-methionine. Because of this unique molecule, ALIMET® feed supplement, MHA® feed supplement and MFP® feed supplement are nitrogen-free and have properties of an organic acid benefiting overall gut health. Liquid ALIMET® feed supplement requires virtually no handling thanks to the company's automated inventory system for customers (AIMS). HMTBa is also the backbone for MINTREX® bis-chelated trace minerals, highly bioavailable and absorbable organic zinc, copper, and manganese that allow producers to use lower inclusion of minerals in the ration while seeing the same or improved performance and growth. MINTREX® is also a source of methionine through HMTBa. ACTIVATE® nutritional feed acid is made from a blend of organic acids and HMTBa shown to reduce the survivability of certain pathogens in feed.

"These products provide more than what customers have come to expect from traditional organic trace minerals or organic acid solutions," says Shingote.

Just as NOVUS works to do more for its customers, it's also working to offer more to the industry. Galo says new products – created in-house, through partnerships, or via mergers and acquisitions – are on the horizon.

"Innovation remains our core priority. As experts in the global food system, we can see where the animal protein industry is heading and this vision directs how we can help meet regional goals from performance and environmental sustainability to return on investment," he says. "We are driven to create new ideas and technologies that improve the health of animals and animal protein production."

Along with the launch at World Pork Expo, the new NOVUS will be on display at the 1st International Livestock, Dairy, Meat Processing and Aquaculture Exposition, June 7-9 in Manila; the 23rd European Symposium on Poultry Nutrition (ESPN), June 21-24 in Italy; and during NOVUS-hosted events throughout the year.

For more information on intelligent nutrition and how NOVUS is made of more, visit http://novusint.com/MADE-OF-MORE.

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Novus International, Inc. is the intelligent nutrition company. We combine global scientific research with local insights to develop innovative, advanced technology to help protein producers around the world achieve better results. Novus is privately owned by Mitsui & Co., Ltd. and Nippon Soda Co., Ltd. Headquartered in Saint Charles, Missouri, U.S.A. www.novusint.com