Marketing raw materials requires a different approach

Marketing raw materials requires a different approach

Yastremska | BigStock.com

Without the big funding the additives business enjoys, raw materials require a fresh approach in their marketing

A quick look through any technical magazine of our industry, or a walk through any major commercial exhibition or scientific event, will quickly reveal an astonishing truth. Our industry revolves around the world of feed additives, and for several good reasons. These products are profitable, sophisticated and promise great returns. As a result, marketing in our industry, too, which is expensive if done correctly, focuses heavily on additives. In fact, one will be hard pressed to find a serious marketing project on anything else but additives. We focus so hard on additives that we have neglected other ingredients, such as linseeds, for example.