Where we are now, what we have done wrong and where we should go
Marketing and feed additives have had a good 20 years in the animal nutrition industry. The advent of additives on a massive scale coincided with the need to replace antibiotics in feeds, and this created an unprecedented bonanza. Marketing found a virgin industry and a new class of products along with a great need for change. We enjoyed the influx of information and the professional approach to our industry, which has not always been considered as being among the most sophisticated. Feeding animals has never been highlighted with such illustrious terms. All in all, marketing has improved the image of our industry and helped us become a real industry instead of a backyard agricultural vocation.