Finding the right way to market products has never been easy.
I recall a high-level conference where I was invited to present my view for the future of a premix/additives company. I had long wanted to change their mentality of marketing and prepared a presentation asking for a stop to marketing animal nutrition products as commodities. Instead, I urged them to consider the idea of marketing animal nutrition solutions. It was too early and too much for that company, which was ingrained into selling products as commodities and not as value-added solutions. They have been sold and bought since then many times, and eventually the brand has disappeared. But, others have been more proactive.