Makhteshim Agan Industries announced that it will transition to a new global brand, “ADAMA”, beginning in April 2014. To support the initiative, MAI changed its legal entity name to ADAMA Agricultural Solutions Ltd. The name, ADAMA, comes from the Hebrew word for “earth” or “soil” and reflects the company’s farmer-centric focus and its commitment to advancing agriculture in its markets around the world.
Brand implementation will be conducted on a global basis with staggered country-by-country launches. The full transition to the new brand is expected to be completed by the end of 2015.
Erez Vigodman President and CEO, said: “Our decision to transition to a single global brand, ADAMA, marks yet another milestone in our evolution into a leading global organization with shared values, shared culture and a single brand name. A branded provider of farmer-focused products and services around the globe. The transition to the new brand highlights our long-standing commitment to the agricultural community and allows us to speak with farmers around the world with a common, differentiated voice and identity.”
Over the course of the brand transition, the company expects to reduce its numerous local brands and to establish a more simplified product portfolio. Over time, the move is expected to generate commercial and financial benefits.
Ignacio Dominguez, chief commercial officer added, “We see significant commercial value in the transition to a single global brand. 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. For this reason, many key aspects of the business will continue to be driven by local market and farmer needs.”
The formal launch of the new global brand is scheduled for early April 2014 at which time the company will provide further details on the group's gradual adoption of the new name on a worldwide basis. The official name change is as of Jan. 23, 2014.