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Designing a feed product (be it complete feed, vitamin trace mineral premix or anything in between) on paper or with a computer formulation program is only the first step in a long and complex journey. While the formulation may look perfect in theory, the process from concept to consumption is fraught with potential challenges that nutritionists must anticipate and address. A product on a paper is not the end of a job for a nutritionist, but the beginning of many challenges in the road ahead.