Hubbard Feeds is combining its Show-Rite brand and MoorMan's ShowTec into a single Show-Rite portfolio of show feeds and supplements for swine, sheep, goats and cattle. The move puts two competing exhibition feed lines under one label.
The Nicholasville, Kentucky-based company announced the move Wednesday. Show-Rite has been a Hubbard brand, while MoorMan's ShowTec has been sold by ADM Animal Nutrition. Both brands now sit inside Akralos Animal Nutrition, the joint venture of Alltech and ADM. Akralos launched Feb. 1 and operates more than 40 feed mills across North America, according to Alltech.
Two brands, one lineup
The consolidation shows the joint venture reaching the product level. When Akralos launched, it said Hubbard and Masterfeeds would remain its core customer-facing brands and that product and portfolio alignment was underway. In show feed, that alignment means a legacy ADM label gives way to a Hubbard one.
Todd Kennedy, Show-Rite strategic partnership manager, served on the cross-functional team that built the combined portfolio.
"We're bringing together the strengths of two highly respected show feed brands to create an even stronger lineup for our customers," Kennedy said.
Nutritionists, technical experts and sales staff from both brands worked on the lineup, according to the company. They focused on pairing complementary products and feeding programs rather than building a new line from scratch.
Krisha Geffert, Show-Rite sales manager, brought more than 20 years of experience with the ShowTec brand to the project.
"By bringing these portfolios together, we have an opportunity to build an even stronger foundation for the next generation of show livestock producers," Geffert said.
What changes for dealers
The rollout is phased and starts later this fall. As the transition reaches each local market, dealers and customers will see Show-Rite packaging replace ShowTec bags. Some product names and offerings will also change.
That puts the practical work at the dealer counter. Exhibitors often follow tight feeding programs timed to a show calendar, and a product name or formula change mid-season can force adjustments. Hubbard said its sales and technical teams will help customers match their current products to the unified lineup and advise on any recommended feeding adjustments.
The company did not say which ShowTec or Show-Rite products will be discontinued, renamed or reformulated, or how many products the combined portfolio will carry.
The Akralos structure
Akralos is headquartered in Lexington, Kentucky. Alltech holds majority ownership, and the board has equal representation from each company, according to Successful Farming. The venture combines Alltech's Hubbard Feeds and Canada-based Masterfeeds with ADM's U.S. feed operations. ADM kept its Canadian locations and its U.S. premix and additive businesses.
Hubbard said the partnership pairs Alltech's nutritional technologies and ADM's feed manufacturing capabilities with Hubbard's local relationships.
Akralos CEO Brian Gier said the company recognizes the brand loyalty built up in the show segment.
"We know the trust customers place in these brands has been built over generations, and we take that responsibility seriously," Gier said.
Timing for individual markets has not been released. Hubbard said dealers and customers should contact their Show-Rite or Hubbard representative for transition details specific to their location.
