In the last week of January, animal production industry typically gathers in Atlanta, USA to kick-off with the first international exhibition of the year. This years’ event in particular was exciting for Orffa whom presented the new company strategy and identity for the first time to the public.
In January 2016 Orffa officially announced that Excentials and Orffa would integrate to one company: Orffa. The new strategy is supported by the slogan: “We create, select and deliver; engineering your feed solutions”. The new Orffa is a company serving the international feed industry with three branded lines for all products and concepts:
- Orffa Top Select: quality seal for a wide range of premium distribution brands
- Orffa Excentials: range of innovative and specialized feed additives and feed concepts
- Orffa Elovitals: range of basic, essential feed additives, produced for Orffa by leading long term partners.
These three pillars were clearly positioned in the booth, designed in the new housestyle. Whereas Excentials brand line has been positioned worldwide over the last 5 years, the Top Select and Elovitals brand line were new to the market and presented for the first time. The concepts and corporate strategy seemed to be well accepted.
USA customers and business partners joined the booth to get updated and acquainted with the new strategy applied by Orffa. Next to the North American visitors a large amount of distributors, customers and research partners from Latin America met to discuss business plans for 2016 or to get updated on the latest technological news derived from ongoing trials performed under the scope of Orffa’s R&D program.
Enthusiastic visitors gave very positive feedback which was well accepted by the proud staff present at the exhibition. Next to the exhibition, Orffa housed a selected group of guests from different countries in a separate technical seminar with emphasis on the latest insights on several products from the Excentials brand line, amongst others nutritional emulsifiers (Excential Energy Plus) and organic selenium in the form of Selenomethionine (Excential Selenium4000).
Eddy Ketels, CEO of Orffa commented: “Our company has made big steps over the last years growing from a European supplier of feed additives to global platform in the animal feed industry, with a strong focus on R&D, sourcing, quality control and branding of both innovative specialty products as well as basic, essential feed additives. The new positioning has been carefully prepared behind the scenes for more than one year. It is great to see such a good response of our business partners and to be able to communicate our core values in a clear and short message to the market.”