Makhteshim Agan To Rebrand Subsidiaries – Including MANA – to ADAMA
January 28, 2014 Beginning in April, MANA will operate under the new corporate brand name ADAMA as part of the global re-branding efforts of their parent company, Makhteshim Agan Industries.
Makhteshim Agan Industries officially became ADAMA Agricultural Solutions Ltd. on January 23. The formal launch of the new ADAMA global brand is scheduled to begin in April, with all of the company’s crop protection subsidiaries set to transition to the new brand name over the next 18 months.
Until now, all of those subsidiaries – including MANA – operated under unique local brand names.
The name, ADAMA, comes from the Hebrew word for “earth” and reflects the company’s farmer-centric focus and its commitment to advancing agriculture in markets around the world.
“Our decision to transition to a single global brand, ADAMA, marks another milestone in our evolution from a group of individual entrepreneurial companies into a leading global branded provider of farmer-focused products and services,” said Erez Vigodman, president and CEO of Makhteshim Agan. “The transition to the new brand highlights our long-standing commitment to the agricultural community and will allow us to speak with farmers around the world with a common voice and identity.”
Over the course of the brand transition, the company expects to reduce its numerous local brands and establish a more simplified product structure.
“As we take on this new shared brand, we also recognize the need to balance our global voice with the ability to tailor our operations and solutions to the requirements of farmers and partners in each local community,” said Vigodman. “For this reason, many key aspects of the business will continue to be driven by local market and farmer needs.”
Source – MANA
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