TEL AVIV, Israel, April 2, 2014
ADAMA Agricultural Solutions Ltd., a world leader in farmer-centric
agricultural solutions formerly known as Makhteshim Agan Industries,
today officially began rolling out its global branding program.
The program involves reducing the more than 40 global company
brands to one single brand, Adama. The name Adama means “earth” in
Hebrew, the essential element of farming, and represents the company’s
commitment to advancing agriculture in its markets around the world.
The transition process is expected to take approximately 18 months to
complete, as each entity worldwide introduces the new brand to its stakeholders.
Chen Lichtenstein, Adama’s President and CEO, said: “We are excited
to begin this next phase in the company’s journey. For close to seven
decades, Adama has thrived by leading with our straightforward,
practical approach to farmers’ challenges. Our new brand reflects the
heritage and the farmer-centric focus of our business. We believe
that our brand strategy will differentiate our broad array of crop
protection products and strengthen our growth platform which is
focused on working together with our partners to support local farmer
needs with global expertise.”
In addition to the brand change, Adama has a new corporate logo,
and today the company unveiled an updated and streamlined approach to
its product range, a new corporate website and a new package labeling
system that will also be rolled out as part of the transition process.
New Corporate Logo
Adama’s new logo is a stylized “A”, and echoes the three As in
Adama. It is also an arrow pointing upward—a simple, universal image
of growth. Describing the logo, Ignacio Dominguez, Chief Commercial
Officer said, “Our new logo is consistent with our business approach
to work together with farmers, partners, and the entire farming
community to generate growth."
Streamlined Product Range and
Enhanced Packaging Features
In keeping with the company’s focus on bringing simplicity to
farmers and farming, Adama is restructuring its product line. The
current range of product brands, which numbers in the hundreds, will
transition to a number of umbrella product ranges under which all of
its solutions for farmers will be available.
Adama also announced today the introduction of additional packaging
features, specifically designed to provide farmers with practical
support as they take on the day-to-day tasks of farming. Among these,
new color-coding of product types, windows in containers to provide
at-a-glance information on remaining product supply, a unified
easy-to-read new labeling system, and embossments on cans to help
prevent counterfeiting. Further packaging enhancements are to follow.
Mr. Dominguez continued: “The process that we begin today clearly
expresses our promise to the global farming community: Simply. Grow.
Together. Adama is committed to working with our customers and
partners around the world to identify needs and to develop and deliver
solutions that allow them to focus on their business and achieve their
objectives. It is our belief that this new, unified brand will enable
us to speak more effectively and consistently, both at the local level
and around the world.”
About Adama Agricultural Solutions
ADAMA Agricultural Solutions Ltd., formerly known as
Makhteshim Agan Industries, is a leading global manufacturer and
distributor of crop-protection solutions, and the leading off-patent
provider. The company supplies efficient solutions to farmers across
the full farming value-chain, including crop-protection, novel
agricultural technologies, and complementary non-crop businesses. In
2013, the company’s revenues were over $3 billion, and it is ranked
seventh in the world in the overall agro-chemicals industry. The
company is characterized by its innovation, farmer-centric approach to
product development, and strict standards of environmental protection
and quality control.
Global Public Relations Coordinator
Phone: +972 73 232 1131